Prior to the introduction of AI search engines, we always advised our clients to be sure to complete both their SEO page/post title tags and their SEO meta description tags for any page or blog post on their website. Both tags are known as “meta tags” and both support websites being found online in relevant geographies by relevant searchers.
The History Of Meta Description Tags And Their Role Related To SEO
It used to be that, instead of creating and serving up their own description with a link to an organization’s website in search results, traditional search engines (like Google and Bing) would rely on the meta description tag associated with an organization’s website page or blog post, and therefore, automatically serve the content’s tag up along with a link to the website blog post or page in-question. This gave website owners control over what content was shared with a link to their website by search engines.
We don’t know the exact timing, but estimate the above scenario changed five or more years ago when search engines discontinued defaulting to the meta description tag provided by the content owner and starting creating their own “blurbs” to serve up with website content created by various website owners. This meant website owners never knew, and no longer had control over, what content was served up in search results with a link to one of their website pages or blog posts. Regardless, we still continued to encourage clients to fill in meta description tags using whatever fields their website platform/content management system (CMS) provided, or a website plugin used with their website provided, so that traditional search engines could serve up meta description content in search results listings if they chose to do so.
In the days before AI search engines, we always said to our clients that, “while meta descriptions weren’t used by traditional search engines to figure out what a page or post was about and, therefore, what to index a website page or website post for (the way that SEO page and post title tags were and currently are used), they indirectly influence SEO (search engine optimization and being found online) since, if they are well-written and served up in search results listings, they may encourage a searcher to visit your website and that leads to more website traffic. And, more website traffic leads to search engines thinking your website is creditable/reputable and makes the engines more comfortable serving up your website in relevant search queries in relevant geographies.”
Use Of Meta Descriptions By AI Search Engines
We recently heard at an SEO conference and read online in an SEO expert’s website content that meta descriptions were making a comeback with AI-search engine/answer-engine optimization (AEO). Why? Because AI/answer engines are reading meta description tags, and sometimes, serving that content up in the answers they provide to questions posed to them by tool users.
How To Write An Effective Meta Description Tag To Support Being Found By Target Audiences
Here’s how to write an effective meta description related to use by both traditional and AI search engines:
- Keep your meta description tag to 160 characters or less (including spaces).
- Spell out what visitors will learn and/or the information they’ll have access to if they visit your website post or page — therefore, what answers will they get or actions will they be able to take by visiting your post or page
- Don’t use “internal speak” or acronyms in your tag that your target audience/laypeople wouldn’t understand or use
- Walk in your target audience’s shoes
- Do use call-to-actions in your meta description tag, like:
- Learn how
- Read about
- Get answers to
- See how
- Read how
- Check out
- Never use the same meta description tag (and for that matter, SEO/meta title tag) for more than one page and/or post on your website. That will just confuse search engines and make them less likely to serve up/share your website content!
Meta Description Tag Examples
Some examples of meta description tags include:
“Learn about products offered by our durable medical equipment company that provide greater mobility and independence to those challenged by disability and aging”
“Read about tactics to implement on your website to support it being found by relevant searchers in relevant geographies, including in AI search results”
“Learn how our estate planning law firm creates estate plans that include the documents you’ll need in case of serious illness and ensure last wishes are honored”
Need Help Writing New Meta Description Tags Or Rewriting Old Ones?
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