Description Tags

If your title tag is regarded as the ‘headline’, then think about your description tag as the ‘ad copy’ below the headline.

A good description tag will compel the reader to go to your site instead of the next guys, often, even if you are listed below his.

Google cuts off the displayed description tag at roughly 150 characters, but may index up to 185 characters. Other engines may index up to 250 characters, but will still only display about 150.

Therefore, you should try to say what you’ve got to say in 150 characters or less, but you can use up to 180, and even up to 250 if you’re really not concerned with the entire thing getting indexed by all the search engines.

One mistake I see a lot is people attempting to stuff too much info into their description tag, then reusing that description in multiple places on their website.

Don’t describe your entire business, just describe the page in question. That’s why Google Webmaster Tools offers you diagnostic advice that you shouldn’t have duplicate description tags.

For instance, let’s assume you are a contractor, and you provide plumbing, transforming, and electrical work. Don’t make the mistake of using one description for multiple pages.

Using a keyphrase at the beginning of your description tag does *not* matter to Google, but some search engines will rank you higher, because they still use the description for determining relevancy. Don’t overuse your keyphrase though, or it can be considered ‘webspam’.

Remember, the primary reason for a good description tag is not so you can to rank higher, ( since Google as an example, is currently not using the outline tag in their algorithm ).

The primary reason is to compel the reader of your SERP listing to click on you, instead of the competition. Write your description tag as you would write a classified ad, where space is at a premium. Consider making an honest to goodness ‘offer’ in your description tag.

How often have you skipped over a search result because the two lines of text you see (the description tag ) in the SERPS were just crap?

Finally, if you’re a local business, I’d recommend putting your address, including your zip code in your description tag, and I’ve even used phone numbers before, where it feels appropriate.

Although Google Maps have changed up the local listings, there’s plenty of evidence to suggest that having local info in the descripption can lead to higher organic listing.

Besides, what’s wrong with getting people to phone you directly, without even clicking into your listing?

As more and more search engines are trying to determine what their visitors desire, I think the description tag matters now more than ever, and using an informative and compelling description tag will definitely help with your click-throughs.