Make your Google results stand out!
December 21, 2007
Getting ranked well in Google is a wonderful thing. If you choose your keywords right, it means a steady stream of free traffic to your web site. That means sales and ad revenue, and I'll take that all day long! However, I see so many people squander their rankings in Google by not taking advantage of Google's favorable view of the meta description tag.
You see, when Google shows search results, it will very often display whatever is in your meta description tag underneath the title. I've found that Google will always display the meta description content if it contains the keywords being searched for.
If you don't set your meta description tag, Google will extract pieces of the page that match the query, and it just looks awful.
Take a look at the top search results for "stereo headphones":
Let's compare the descriptions under the results:
#1 - dealtime.com
Rating: Great!
"Compare shop for stereo headphones at DealTime - read reviews and compare prices from stores all across the Web."
Now THAT'S a good description! It really nails down what the searcher will find if they click through to that site, and it draws the searcher in.
#2 - audiogear.com
Rating: Okay
"Our stereo headphones, wireless headphones and headsets by Sony are from high-quality manufacturers. Since headphones are most used by recording studios, …"
This description is okay, but it could be a lot better. The site owner is squandering the whole second half of their description because their meta description is TOO LONG. Keep your meta description under 150 characters long or else Google will chop it off.
#3 - ehow.com
Rating: Good
"How to Buy High-End Stereo Headphones. Headphones enable you to enjoy music without bothering others (or having others bother you)."
ehow's meta description provides a solid understanding of what the user will get if they visit the site, but it could be a bit catchier to really draw in the searchers.
#4 - zzsounds.com
Rating: Awful!
"AKG K240S Circumaural Stereo Headphones. Semi-Open. 55 ohms. Removable plug-in cable. Item: AKGK240STU. New. Pricing. $119.95; List: $159.00; SAVE 24% …"
Yuck yuck yuck! That description does NOTHING to pull the searcher in (in fact, neither does the title tag). The meta description on that page does not contain the keywords "stereo headphones", and so Google is pulling text from the page that matches the query instead.
Being in the top 5 is great, but you need a good click-through rate!
Yes, it doesn't matter if you're in the top 5 if nobody clicks your link because it's not appealing at all. Google, a machine, might think it's great, but remember that you're dealing with HUMANS, too. So be sure to set a meta description on every page of content, and have that meta description tailor-made for the keywords that you're wanting to rank for.
Especially in competitive markets, every little boost counts, and you want Google to show a nice, clean, appealing description underneath your page title in the search results.
Another little added bonus is that the keywords will be BOLD in the description, and that little extra bit of noticeable emphasis helps.
ADDED: I see that I've not shown you how to set your meta description on the page. Not everyone knows how to do this, so here's what you do.
Between the <head> and </head> tags on your page (where the title tag resides), post the following code:
<meta name="description" content="Your description goes here.">
That will set your meta description tag.
ALSO ADDED: If you want to see how I write my meta description tags, search Google for "Jonathan Leger". JonathanLeger.com, the ezinearticles.com page and jonleger.com are all mine.
Please post your thoughts and comments below.
Comments
74 Responses to “Make your Google results stand out!”
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Jonathan Leger has been earning his living online full-time since the fall of 2004. He regularly posts advice about search engine optimization (his current passion), AdSense and Internet Marketing. 
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awesome explanation!
Jon,
Once again you have done it…
Very good analysis and tips. I have made the change on one of my website and already uploaded it.
Looking forward to many many such advice from you in the new year.
Have a great time
Anish
Jonathan, thanks for pointing out how important our meta tag description is - I am going to relook at mine as I sometimes get some 'not so good' descriptions appearing in the search results.
Hi Jonathan,
I continually look forward to your tips, they do help me. {snip: thanks, but comments are not meant for promotion of affiliate programs.}
Good, but how do you set the meta description?
Hello Jeff,
Let me answer your question
Please read the below sites for it
http://www.theemiratesnetwork.com/computers/webmaster/metatag1.htm
You can also check the below meta tag generator.
http://www.addme.com/meta.htm
Hope that helps.
Anish
Hi Jon
Meta tabs under close review from now on!!
Thanks for the video, it's installed on my webpage….
{snip: thanks for the promotion, but promotional urls are not allowed in comments. You can put it in the URL that your name links to though.}
Merry Xmas and a happy New Year
Regards
Chris
I'm half way up page 2 for "self confidence" and seem to have quite a good description. But does the keyword, and the number of times it appears, have any bearing on the actual ranking?
I'd love to hear your thoughts on the Stumble info that appears as well - where do we get those gold stars!! David
David:
Keyword density used to be a really important factor in SEO. Google has changed all of that, though. You still want your page to contain the keywords you want to rank for, of course (especially in the title and meta description of the page), but it's far more important that you make your page readable and useful to the visitor. What's REALLY going to rank your page is links, links and more links.
Hi Johnathan,
Thanks for the reminder, sometimes in a hurry to get a page online it's easy to skip the meta tag or worse just put something in to get the page finished.
Once again proof that it's the little things that spoil the wine.
Thanks
Terry
Good tip on SEO Jon. Especially for newbies. Now that I've read your post I'll be paying more attention to my meta tag descriptions.
–Steve
Great point and one of the reasons to make sure that you add a plugin like all in seo to your WordPress blogs so you can take advantage of it.
Hi Jon,
Good advice as ever. People often forget why they advertise on the web. It is usually to sell something, not just to get to the top of Google.
Best wishes
Charlie
We usually ignore the keywords and the description tags at our peril. Thanks for the SEO tip.
Glad you brought this to everyone's attention. I learned about this a few months ago and was one of those Duh moments. lol People spend so much time writing good copy for their ppc ads but fail to do the same thing for their organic listings. It's the same concept. Good description copy and use of keywords will increase your click through rate. This will also help your rankings because Google will view your site as more relevant in my testing.
An easy way to learn how to write better descriptions is to study some of the copy of the ppc ads in their market's search results and see which ads keep coming up unchanged and that will give you an idea what copy is working for the ppc advertiser and then you can model your own organic meta description in a similar fashion if it makes sense.
Eddy Salomon
Thats true jonathan meta descriptions and title and metatags keyword are very important for ranking in google. Also think about the keyword tags in your content. Example place your keywords many places around your in your site in the meny as links also as hyperlinks in your content. Very great tips…Jonathan
Sindre Brudevoll
is an
SEO
Sindre:
I don't agree that the meta keywords are important. It used to be, but that was abused so badly that it has virtually no effect now (in my experience). The meta description matters only because it effects how your page is displayed in Google.
Hi Jonathan
Thanks for the heads up. I'm now looking at my forum to see exactly what appears with my forum and to see if I can improve the tags automatically when posting
thanks
Mally
Hi Jonathan,
As usual, great advice. On a slightly different subject, do you have any of your own products on Web 2.0? Be good to see what you do.
Thanks, take care.
Martin
Martin:
I don't have any Web 2.0 products, no, but I use SocialMarker.com on all of my blog posts now with good effect.
Jon,
You are exactly right about being very purposeful to engage searchers through the description. Success on the Internet is all about using a direct marketing approach that offers benefits to customers. So, using the description to include a "bullet" benefit that also includes a keyword is very powerful. Thanks for sharing this tip!
- Dave
Great post. You're 100 percent correct, as usual.
It's refreshing to see an SEO fella concerned about the PR and marketing aspect of meta tags. Getting ROI from search engines is a two-step dance: First you have to show up on page one and then you have to get picked.
Since the title tag and the description tag are what your visitor sees first, these are vital pieces of marketing copy. And they get overlooked most of the time. Huge missed opportunity.
SEO skills can get you to page one. But you need SEO copywriting skills to make the most of those page one positions.
Thanks for this info. So many times it seems the meta tag is said to be unnecessary because Google doesn't look at it.
That's never been my perception because of the fact that that is what shows up on the search pages.
I will continue using it along with your suggestions for making it GREAT!
Thanks again.
Winifred
After my options i have found out it could also come from the keyword from your content also. there is many factors there jonathan…
Great post john, as always you bring up something that often gets overlooked. It seems every one has been saying meta tags are not important but this shows just the opposite.
Hi Jon,
Great Information. I know that you should do this, but it is always good to keep getting reminded.
I appreciate all the good advice that you give in this blog.
I hope you have a Merry Christmas and a Prosperous New Year.
Herschel
You have to go and make an metatags you could make it free here http://www.submitexpress.com/metatags.html write your title there be sure it has good keywords in your title ( very important) also in the description and place the keyword you want to be found for in the keyword att first line and so you can choice the keywords you want for that subject. after generated the code copy it opne your indx file in notebad ot another document and paste it att the top of the html head and take away that advertiment from express and sett it to follow (take away that No) save it and upload…
Jon,
This is a good reminder for all of us. I did not pay enough attention to the meta description tag since nobody seems like to care about it. We all pay too much attention to the keywords and content. Thanks for the tip and keep the good work.
Merry Christmas!
Thanks for the lesson and the extra tip on how to set the meta description on my page…very helpful as always.
Jim
Perhaps and probably I'm easy to impress, but this shows me that you really know your stuff Jonathan. Count me in when you launch on January 9th.
Jonathan:
It is helpful to know that Google will pick up the description tag. I always hear that meta tags are useless - obviously that is not the case. I have 30+ sites and blogs but always learn from your posts. Thanks for the great info.
Jonathan G.
Great Information Good tip on SEO Jon. Especially for newbies. Now that I've read your post I'll be paying more attention to my meta tag descriptions.I appreciate all the good advice that you give in this blog.
I hope you have a Merry Christmas and a Prosperous New Year.
Teodor
Hi Jonathan,
Great piece of advice. The meta tag description is so often overlooked or glossed over, and it's the description that induces a surfer to click on the link, not the rank. Personally I look at the description when searching for what I want, and I have many times ignored the listings on the first few pages of google results becasue the descriptions were either fuzzy or seemed irrelevant to what I was searching for.
I'll go review my descriptions first thing. Thanks for the reminder.
Happy holidays to all, and a very fulfilling 2008
Regards,
Dan J.
This is new information for me, and I thought I was quite knowledgeable about SEO! Thank you for the great advice. I will be using this information TODAY. Have a great holiday!
The Wordpress plugin Mike Paetzold is referring to is called "All in One SEO pack" by Uberdose.com.
You can choose to use your Categories as META keywords, and you can auto-generate the description from the first 25 words (or more) of your post.
This plugin is a must for anyone using Wordpress as their blog platform.
Jonathan,
You rocks…
Thanx for testing and sharing such wonderful tips with us.
I am looking forwards to many such interesting tips from your end in the coming year.
Pankaj
Thanks Jonathan.
I'll have to check my sites a bit more carefully I guess. I can see where this is a crucial bit of marketing for every site.
Merry Christmas!
Great information! Any help I can to produce better results, I'll take.
Thanks for the info.
Greg
Good post, Jonathan. I see these horrible listings all the time in Google and it generally makes me happy when I'm trying to rank for a specific keyword! I've always considered the meta description tag your own personal ad (just like the sponsored ppc ads to the right of the page.) This is really your first chance to draw visitors in who weren't looking for your specific site. One thing I do in advance is to take note of the top 10 listings and see which listing has the best description. From there I try to write my description better than their's. This usually ups your CTR because you go into it PREPARED, a crucial key element to SEO success!
While the #2 listing you gave was just "okay", this cut-off method can be used to your advantage, too- if you pre-plan it. Let me explain. Sometimes I write my meta description tag right up until the point where Google would chop it off, but leave it as an open-ended statement that forces the visitors to click-through to read the rest of the statement! This is a great trick that converts well if done properly. For instance, if we were writing a description for this page, mine would read something like this:
"JonathanLeger.Com gives a staggering look into the Google search engine and explains step-by-step his method for creating Google results that stand out. This revealing blog takes you behind the Google curtain and gives you…"
That way the reader is compelled to click through and find out what the listing doesn't finish explaining. The key is to add the " … " before Google would and end your description a little early. Hope this helps anyone willing to try it!
Good thing you tell this, Jonathan, as so many have no clue. There are other good pointers to mention, so I thought I'd add them:
1. As far as blogs go, like yours here Jon, I find the sempro the best for SEO- a highly optimized WordPress CMS. It's not too costly and saves much time for serious business bloggers. However, even with such a power blogging tool, you should always input your own meta kw + meta description tags!!!
JON- this page source-code shows me…:
Am I right to suspect you leave sempro to decide on your KW and meta description?
bad boy!
2. You could cut down on entering the meta KW (When using WP with the sempro CMS) as it now has WP version 3 with sempro V.5 which includes tags. They become the meta KW tag too.
This wp tags input box is temporarily conflicting with the sempro kw input box by causing a duplicated meta tag for the KW.
When using these WP sempro I'd recommend you to skip entering any KW in the sempro KW input box until Denis sorts this out. I do not know if this tag duplication has any bad effects, but my feeling is better avoid it.
3. Concerning tags:
ASP (AutoSocialPoster) plugin, which enables you not only to create tags and technorati tags but mainly automate social bookmarking for every new post.
Great plugin, but would it be harmful to have two metaTags for KW?
4. combining all the above, see example from my site {snip: no personal urls in the comments please} - on one of my post pages I have (onpage):
Tags: photo-model portfolio, retouching model photos, retouch service, photo retouch, models, casting opportunities
Tags: beauty makeover, casting, digital image makeover, model, modeling opportunities, models, Photo Retouch, photo-model portfolio, retouch service, retouching model photos
This may seem duplicated but first tags are tecnorati ones generated with ASP plugin. the other with the WP tags input box, which also doubles up for creating the meta tag for these kw.
hope this makes some sense!
curly
or - pasted without the closing
meta name="keywords" content="Make your Google results stand out! - Search Engine Optimization, Blog"
meta name="description" content="Getting ranked well in Google is a wonderful thing. If you choose your keywords right, it means a steady stream of free traffic to your web site. (…)"
curly:
Thanks for the info. I am letting SemPro decide the meta description because my blog runs version 2.3 of WordPress. Unfortunately the last upgrade I did caused a lot of problems and so I'm gun-shy about upgrading again.
Also, be advised that links to your own sites or affiliate sites are not allowed in the comment body, though of course you can set your URI that your name is linked to to anything you want.
hi Jon, wow, you're fast!
I've upgraded from sempro 4.8 to 5 and indeed had some work to reactivate/configure stuff like sidebars, footer etc and alas my adspaces seeme to have vanished in favour of the whoseesads which is actually a very cool ad management tool, but all in all no great drama with this last upgrade - many more enhanced features. ofcourse the downside of this is that you'll need to learn to use them..
have a very happy Christmas i wish you!
hi Jon, good tips. for the first time i never think that meta description is big important. when i search my site with one keyword on google i just said "oh..my.."from that i try to make better and better in description. thanks again that you have shared with us..
Great article and very easy to understand Thanks John for your Tips ! Happy Christmas !
Hi Jon,
Thanks for this tip. You have just fine-tuned SEO; have not thought of having my keywords in BOLD in the meta description tag.
Gregory
Great tip Jon… while there is some debate today about the effectiveness of using the meta description tag, with some people saying it is not necessary or does not help as far as on-site optimization is concerned… it certainly does still serve an important purpose, which you pointed out…
a meta description that is well written and compelling, attracts eyeballs and clicks, because it acts as a text advertisement since the meta description (especially if it contains the searched keywords) is listed below the site title on the SERPs…
great post… Happy Holidays!
Roy
Simple old fashioned rules always work best, and you are always the best at reminding us!
Another great post Jonathan. And a good reminder to always make sure you are keeping the humans AND the search engines happy at all times. Thats how you get a constant stream of targeted traffic to your website.
Too many website owners ignore meta tags and keyword rich descriptions. Your post should hopefully re confirm the power of keeping it simple and real.
I also agree with your knowledge of picking a niche where the keywords actually make you money. It's great to be top of the search engines, but only if your making some money.
Keep it coming, and thanks again.
Sincerely,
John Adams
Actually, I new that, but completely forgot about it. Thanks for the reminder. I'll go verify the meta description tags for all my websites.
Luc
Thanks, Jonathan, for very useful information on the description meta tag. And thanks to CurlyGirly for your input too!
I think this SEO tip - coming from Jonathan - is very important, but not many people know about it:
"Keyword density used to be a really important factor in SEO. Google has changed all of that, though. You still want your page to contain the keywords you want to rank for, of course (especially in the title and meta description of the page), but it's far more important that you make your page readable and useful to the visitor. What's REALLY going to rank your page is links, links and more links."
Sincerely,
Ilona
Good advice Jon.
When I first started building websites several years ago, I always included the meta description tags. But somewhere along the way I heard they didn't really matter anymore, and let myself get lazy about it.
I've just checked a couple of my sites in Google and, even without the description tags, they still might rate OKAY. But, after reading your post, I'm going to be reworking things from here out so they can all get closer to GREAT.
Thanks for another actionable tip, Jon.
John R. Cumbow
Great post Jon - as usual. I have always placed metatags in my pages, but most importance was given to my home page. What I have learned today, is that all pages are important and that the wording needs to be good, not just a matter of putting something there for the sake of having something there.
Merry Christmas and a happy, healthy and prosperous new year.
Thanks for sharing the info !
Jon thanks for the heads up. Making my descriptions compelling has been something I have always tried to do. However, I think It's time to revisit my descriptions to see how they can be improved.
Thanks again.
Demond
This is great info but i m surprised how that zzsounds.com got this high rank
[…] content="Your description goes here."> That will set your meta description tag. by Jonathan Leger Attached Images To view attachments your post count must be 10 or greater. Your post count is […]
Jon,
You always bring up good points even when it should just be common sense. I have always used the meta desciption on all my sites but you make an excellent point about the content.
I have never given it that much thought because I didn't believe that it made a lot of difference. But now that you put it in this new light, I will certainly start to spend more time with the description and "wordsmith" it to appeal to the reader. Thanks again for the great advice!
Brad
Great information - you're right, this is an easy, but often overlooked tip.
Hi Jon!
Wow! Your blog rocks. It's really outstanding… It really provides valuable SEO tips! This information is what newbies and seasoned marketers can make use of right away!
Since I have my blog, I have installed like 12 different plugins on it. Some I knew their functions, but for some I did not. Overall I knew that having them was very usefull for SEO.
I have for instance the "All in One SEO Pack" installed, but I never figured out what it was good for… And guess what? You provided the answer. I can't tell you how greatfull I am.
Keep up the good work,
Maurice
Jon,
That is some great advice. When I search, I often skip over top listings that have poorly worded descriptions. As hard as we have to work to get near the top, it makes a lot of sense to take this easy step.
Thanks for another piece of wisdom!
Ted
Hi Jon
When I first submitted my site to google I had a very long meta description. I have since reduced it to a google acceptable length but whenever I check, it still shows the old description. How can I make google 'see' the new description?
Cecilia
clear insructions
Hi Jon,
Once again, thanks for sharing a very good tip.
You are right, Description Tag should be a keyword focused Sales copy in order to bring up the CTR, else even if one site is ranked on the first page (top 10) but no one clicks on it, it is as good as not ranked.
Keith.
Very good tip Jon. With your main keyword in your page title, domain name and TWICE in your description anyone can be on the first page for most words and phrases.
Having your keyword or phrase twice in the description is best if done the right way. The first time needs to be in the proper order like "stereo headphones", the second time needs to be broken up like "headphones for your stereo".
Utilizing this method you will have your keywords displayed 4 times total, the edge needed to be higher than the ones with only 2 or 3 times.
Wow, I can't beleive I just gave that away! Oh well, you guys can go to my link and get the free report about internet marketing and learn more of these tips.
Brian Ankner (non-guru)
Hi John,
Another great article as ever. This is something I am experimenting on at present on my site www.easyincome247.com
Have a great Xmas John and a prosperous New Year.
Best regards,
Mick Menesse
@Brian - The title tag must be short (6 or 7 words at most) and the keyword should be near the beginning, in traditional SEO techniques.
Thanks, Jonathan, for very useful information on the description meta tag. And thanks to CurlyGirly for your input too!
Does meta description tag really matter as far as SEO per se is concerned? Or is it just for aesthetic purposes?
Hi Jon,
Excellent post as usual. I found previously that many supposed SEO pundits downgraded the use of meta tags, however, I have always chosen to include them in any websites I set up.
Great Article, I must say! With this and the other info I got from http://www.JamesBrausch.com I'll be doing much better with my SEO results this year. Thanks so much
How do you (Is this possible at all?) create the title and description tags for blogger.
When you have one article per page, the tag still remains the name of the blog and there is no tag at all - from the source I have tried to decode.
Somewhere (you write so much - and I read so much too!) you suggested NOT to name your blog and just put a dot in the blog title so Google would not put it in front of the article name. What does it do to the tags and rankings? any ideas?
.
Sorry the editor acraped my title and description tags… so I rewrite two sentences.
When you have one article per page, the TITLE tag still remains the name of the blog and there is no DESCRIPTION tag at all - from the source I have tried to decode.
[…]
What does it do to the TITLE and DESCRIPTION tags and rankings? any ideas?
For someone like me who is just getting started and is in need of every possible tool to get an advantage, I think that this is really slick and a much needed piece of the puzzle. Thanks, Jon.
wonderfull, you're right