The meta description has no direct influence on your ranking, but it does determine whether someone clicks on your result. A good description is specific and mentions a benefit and a call to action.
What does this mean in practice?
A meta description is a short summary of a page, usually up to around 155 characters. Google may show it below the title in the search results. You don't see it on the page itself, but it often determines whether someone clicks on your result.
Why does this matter for your business?
The description doesn't count directly towards your ranking, but it does count towards the number of clicks. More clicks means more customers from the same position. A good description works like a small advert: what do you offer and why is it worth clicking?
Examples and best practices
- Mention the service, the location and a concrete benefit, for example 'with you within 48 hours'.
- Add a call to action, such as 'View the prices' or 'Book an appointment'.
- Give every page its own unique description.
- Stay under around 155 characters so the text isn't cut off.
How we do it at Ikoon
A good SEO structure comes as standard at Ikoon, and that includes a unique meta description for each page, with service, location and benefit. In the simple CMS, you can adjust it yourself whenever you like.