Meta description guide for SEO positioning

Learn how to create goals for your website and how they help you improve your positioning

Diego Delgado García

meta description seo

Goals are a fundamental part of any SEO strategy . They provide a clear framework and direction for your optimization efforts, allowing you to focus on the activities that have the greatest impact on your online visibility and website performance.

Here are several reasons why goals are essential in SEO:

  • They provide direction and focus : Goals give you a clear objective to work towards. Without goals, it's easy to get lost in the sea of possible SEO tactics and strategies. With clear goals, you can focus on the activities that will help you reach those goals.
  • They make it easy to measure success : Without goals, it's hard to know if your SEO efforts are working. Goals provide you with a benchmark against which you can measure your progress and determine if you are moving in the right direction.
  • They help align SEO efforts with business goals : SEO goals should reflect the broader goals of your business. By setting SEO goals that are aligned with these objectives, you can ensure that your SEO efforts contribute directly to the success of your business.
  • They facilitate decision making : Goals provide you with a framework to make decisions about where to invest your time and resources. If an activity doesn't help you progress toward your goals, it probably isn't a good investment.
  • They provide motivation – Seeing progress towards your goals can be a powerful motivator for both you and anyone else working on your SEO.

Steps to follow to create your goals efficiently

To define SEO goals, the following steps must be followed:

  1. Understand the business objectives: Every SEO strategy must start with a clear understanding of the business objectives. Do you want to increase online sales, generate leads, improve brand awareness, or something else? Once you understand your business goals, you can start to map out an SEO plan to help you achieve them.
  2. Identify relevant KPIs: KPIs are metrics that will help you measure your progress toward your goals. For SEO, some common KPIs may include keyword rank, organic traffic, bounce rate, time spent on page, conversion rate, among others.
  3. Set specific goals: Based on your business objectives, the results of your SEO audit, and the KPIs identified, you can begin to define your SEO goals. These must be SMART, that is, Specific, Measurable, Achievable, Relevant and Temporary. For example, if your goal is to increase online sales, an SEO goal might be "increase organic traffic by 20% in the next six months."
  4. Develop an SEO Strategy: Finally, with your goals defined, you can begin to develop an SEO strategy that will help you achieve them. This can include keyword optimization, high-quality content creation, link building, technical website optimization, among other tactics.

When should I review and/or change my goals?

SEO goals are defined at the beginning of any positioning project and are closely linked to business objectives. However, they are not immutable and can (and should) adjust as business circumstances, market and digital environment conditions change. Therefore, keep the following points in mind:

  • Periodic review: Goals should be reviewed regularly (for example, quarterly or annually) to make sure they remain relevant and achievable.
  • Performance analysis: If the KPIs indicate that you are not making progress toward your goals as expected, it may be necessary to review and adjust the goals.
  • Changes in business objectives: If business objectives change, SEO goals must also change to reflect these new objectives.
  • Changes in the market or in the digital environment: If there are significant changes in the market or in the digital environment (for example, a change in the Google algorithm), it may be necessary to review and adjust the SEO goals.

What apps are out there that can help me do a good job with my meta descriptions?

There are several apps and tools that can help you define, track, and achieve your SEO goals. These tools will provide you with the data and information you need to set effective SEO goals and measure your progress towards them. However, remember that the most important tool is your own judgment and knowledge of the business and the market. Here is a list of some of the most useful:

Google Analytics : This is an essential tool for any SEO strategy. It allows you to track a large number of metrics, including organic traffic, user behavior, bounce rate, time on page, among others. You can use this data to set and track your SEO goals.

Google Search Console : This tool provides you with valuable information about how your website performs in Google search, including the most popular search queries, the best performing pages, and technical issues that may be affecting your rankings.

SEMRush – This is a comprehensive SEO tool that offers a variety of features, including keyword tracking, backlink analysis, SEO auditing, competitor analysis, and more. It can help you define your SEO goals and track your progress towards them.

Moz : Similar to SEMRush, Moz offers a range of SEO tools, including keyword tracking, backlink analysis, SEO auditing, among others. It also has an active community where you can get tips and advice from other SEO professionals.

Ahrefs – This is another popular SEO tool that offers a host of features including keyword tracking, backlink analysis, SEO auditing, etc. It also provides valuable information about the competition, which can be helpful when defining your SEO goals.

Google Data Studio : This tool allows you to visualize your data in an easy to understand way. You can integrate it with Google Analytics and other data sources to track your SEO goals and see at a glance how you're progressing.

How to make my meta descriptions stand out in search engines?

Meta descriptions are an excellent opportunity to attract users' attention in search results and convince them to click through to your website. Although meta descriptions don't directly influence Google search rankings, they can have a big impact on click-through rate (CTR), which in turn can influence rankings. Here are some strategies you can use to create compelling meta descriptions:

  • Include relevant keywords : The keywords that users search for appear in bold in the meta descriptions in Google search results. This can make your result stand out and show users that your content is relevant to their query.
  • Make a clear promise : What will users learn or how will they benefit if they click on your result? Make a clear promise in your meta description to attract users.
  • Use engaging language – Emotional or persuasive language can make your meta description stand out and entice users to click. For example, instead of simply saying "SEO Guide," you could say "The only SEO guide you'll ever need."
  • Keep it concise – Google will generally truncate meta descriptions after about 160 characters. So make sure your most important message is at the beginning of the description.
  • Include a call to action – Invite users to click on your result with an effective call to action, such as “Learn more”, “Find out how”, or “Get started today”.
  • Use numbers and data : Numbers and data can attract the attention of users and demonstrate the value of your content. For example, you could say "Learn how we increased organic traffic by 300%."
  • Create a sense of urgency – If relevant, you can create a sense of urgency to entice users to click. For example, "Get your free guide before it's too late."

Mistakes to avoid when creating meta descriptions for your website

Creating effective meta descriptions is an art and a crucial step in any SEO strategy. Here is a list of common mistakes to avoid when creating meta descriptions:

  • Ignore meta descriptions : This is the most serious error. Although meta descriptions don't directly affect ranking, a good meta description can increase click-through rate, which can improve SEO performance.
  • Exceeding the character limit – Google usually shows around 160 characters in the meta description. If your description is longer, it's likely to be cut off, which can make your message confusing.
  • Do not include relevant keywords: Although meta descriptions are not a ranking factor, relevant keywords in the description are highlighted in search results, which can increase visibility and attract clicks.
  • Use of duplicate meta descriptions : Every page on your website should have a unique meta description. Duplicate descriptions can confuse search engines and users.
  • Descriptions that do not match the content : Meta descriptions must accurately reflect the content of the page. Misleading descriptions can cause high bounce rates and hurt your SEO performance.
  • Skip the call to action : Calls to action can encourage users to click through to your website. Skipping this part can cause you to miss an opportunity to increase your click-through rate.
  • Stuffing the description with keywords : Known as keyword stuffing, this is a common mistake. Not only does it result in poor-quality descriptions that can discourage users from clicking, but it can also get you penalized by search engines.
  • Don't test different descriptions : What works for one page or audience may not work for another. Experiment with different approaches to see what increases your click-through rate and traffic.

Try to avoid the mistakes that you can find here, as none of them will help you to get good results in your SEO rankings.


Meta descriptions are your chance to "sell" your content to users in search results . When well written and relevant, they can grab the attention of users, increase click-through rates, and drive more traffic to your website. In addition, they allow search engines to better understand the content of the page, which can help improve the relevance and ranking of your pages.

Avoiding common meta description mistakes , such as omitting keywords, excessive characters, using duplicate or irrelevant descriptions, is vital to maximizing your effectiveness. Instead, focus on creating unique, relevant, and compelling descriptions that attract and engage users.

In short, meta descriptions are a powerful tool in your SEO arsenal. By investing time and effort into creating effective meta descriptions, you can significantly improve your website's visibility and performance in search results.