All web pages must have meta descriptions to produce the best results possible when users search from external search engines or internal search.
A page's meta description gives Google and other search engines a summary of what the page is about. It also helps the reader decide whether they should click through to the page.
The description might be displayed as a snippet under the meta title in search results.
Having a good description will increase the chances of a user visiting your web page through search results.
<meta name="description" content="Make the page more accessible by adding meta data to each page">
Your meta description can be unique, or may also be used as the introductory text or lead paragraph for your page.
- If possible, the subject matter expert should write the meta description as they have the best understanding of the content and the keywords that would be applicable.
- Write a brief description about the content in the page: a sentence or two or a short paragraph.
- Make it compelling and keyword rich. Include the words your audience would use.
- Use a call to action where appropriate to encourage a click-through.
- Use verbs and active voice.
- Do not exceed 150 characters including spaces.
Examples of good meta descriptions
- Opt in to a new business intelligence program for principals.
- Use the NSW Department of Education content style guide for all department websites and publications.
- These guidelines will help you write in the right tone of voice to make sure everyone who interacts with our content has a consistent experience.
- Social media provides an opportunity to engage and interact with our various audiences, promote staff expertise and share valuable information.
- Don’t use information or data that could go out of date.
- Don’t try to use all the keywords from the page. It’s better to have a clear and concise description using a couple of keywords.
- Don’t make something up if you don’t understand the content.