Description tag (meta description)
The meta description is a meta tag that provides a description of what the page is about. It’s meant to give the searcher an idea of the content before they click through, and how it relates to their search query.
This is an example of where you input the description tag on the backend of the AEM editor.
Where description tags are displayed
- Featured in the search engine results pages (SERPs) underneath each clickable headline.
- Social media networks commonly use a page's meta description tag as the description that appears when the page is shared.
Writing guidance
Description tags should contain the following elements:
- Be unique and highly relevant to the content
- Provide an accurate summary
- Be action-oriented or target an emotion
- Speak about what our audience is after; satisfy their intent
- Contain target keywords but don't overstuff
- Written in sentence case
- Consistent with our tone and voice
What to avoid:
- CAPITALS or lowercase only.
- Using special characters such as stars (☆), copyright symbol (©), registered trademark icon (®) or trademark (™) and such. Search engines don't like them, and they may disregard your meta description altogether.
- Excessive use of punctuation characters such as dots (.), commas (,), dashes (-) and pipes (|).
- Using quotation marks, as Google may see this as a signal to truncate the description.
Metadata examples to reference
Use the following meta title and meta description examples as a guide in keeping with best practices.
For Articles/Blogs
Metadata example 1:
Multiple Sclerosis: 6 Major Cost Drivers | Optum
Learn more about the broad scope of multiple sclerosis spending and some of the major cost drivers in diagnosis, treatment and therapy.
Metadata example 2:
Is an Effective Alzheimer's Treatment Coming? | Optum
The FDA granted approval to aducanumab, a disease-modifying treatment drug for Alzheimer's. Discover what this means for treatment.
Metadata example 3:
Health Finance Courses with Optum Bank Academy
Our courses offer interactive educational tools available exclusively to Optum Bank account holders. View our course catalogs for HSAs and FSAs.
For Product Pages
Metadata example 1:
Bariatric Resource Services for Employers | Optum
Our Bariatric Resource Services program can support your employees before and after weight-loss surgery to set them up for success. Learn how it works.
Metadata example 2:
Behavioral Health Peer Support Services | Optum
Find out how our industry-leading peer services help people transition from treatment to daily life, build resiliency and reduce the need for readmission.
Metadata example 3:
Protecting Your Health Accounts - Optum Bank
We know that protecting your personal information and identity are important. Learn how we ensure your health accounts stay safe and secure at all times.
Metadata example 4:
Annual Wellness Visits in California - Medicare | Optum
Your annual wellness visit is different from an annual physical exam. You’ll get extra time with a doctor to focus on your health. Make an appointment today.
Metadata example 5:
Health Savings Account (HSA) Investing FAQs | Optum
Do you have questions about investing options for your HSA? Learn about setting up your investments, minimum balances, recurring transfers and more.
Metadata example 6:
Employer Election Model - Transportation Benefits | Optum
Want to save money on your commuting costs to and from work? See how easy it is to set up and how the Optum Payment Card works with commuter benefits.
SEO impact
- Although meta descriptions have an indirect impact on search rankings, there is anecdotal evidence that well-written descriptions can drive clicks, traffic, potential conversions, and revenue.
Character considerations
- Maximum length: 160 characters (960 pixels)
- Google generally truncates snippets to ~155-160 characters. It's best to keep meta descriptions to 160 characters or less.
- Google generally truncates snippets to ~155-160 characters. It's best to keep meta descriptions to 160 characters or less.
- Minimum length: 70 characters (430 pixels)
- Depending on the search query, Google may generate its own description for a page that is entirely different from what you created. Here are some likely explanations to guide you in crafting a new one:
- It's not summarizing the webpage; therefore, it's not useful for searchers.
- More accurately match the search query with the page when the content is missing part of the search query.
- Google is trying to match the search query with the content but the match isn’t in the meta description.
- It's not summarizing the webpage; therefore, it's not useful for searchers.
Free description tag tool
Google Preview Tool
With this tool, you can see how your description will look in the SERPs for desktop and mobile, and if it's under the recommended 160 characters length. Just enter your description tag into the "Meta Description" field. You also have the option of entering a URL to see what the metadata of that page looks like in the SERPs.
Updated: 2/9/2022
Sources: Search Engine Journal, Moz, Semrush, Backlinko, ahrefs