Content Writing

How important is the Meta Description?

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Meta Title & Meta Description

Meta data or meta elements are actually read out by the crawlers of the major search engines, processed and taken into account for the ranking of a website. However, not all meta data is really SEO-relevant. Google and Co. only understand and interpret the following elements in this respect.


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Google not only uses the description to calculate the ranking, but also uses it as text excerpt on the SERPs for the so-called snippets. These are undoubtedly an important useful factor. Snippets are the first point of contact with your website for searchers. They are essentially responsible for a good click-through rate on it. When creating descriptions, certain text sizes must be adhered to. Furthermore, for maximum SEO success, the most important keywords should not be missing.


The title element has SEO relevance because it tells search engines what information a page offers. It is one of the approximately 200 Google ranking factors. The title tag is the clickable title of a search result on the SERPs. Every page of your website should have a unique title that concisely describes the information provided there to search engines and searchers.


By the values of the meta tag with the robots attribute, search engines tell crawlers whether

  • the page in question is to be included in the index (Index) or not (NoIndex)
  • Links of this page should be followed (DoFollow) or not (NoFollow),
  • the information on the page may not be used as featured snippet (NoSnippet),
  • or the page stored by Google in the cache may not be displayed (NoArchive).


The Viewport meta tag ensures the correct responsive display of a website on mobile devices. If it is not available, most portable browsers use a standard viewport of 980 pixels, i.e. the typical desktop width.

This meta tag is not directly relevant for SEO. However, you should bear in mind that Google prefers mobile-friendly websites – especially for mobile search queries. The search engine can use this attribute to check whether a page is mobile-friendly or not. This makes it clear what weight this meta-element can still have.


The structuring of texts is extremely important in the context of creating perfect SEO content. On the one hand, recipients and thus customers can better absorb advantageously structured texts – and consequently consume them completely more often. Once again, this has a positive effect on the so important user experience. On the other hand, clear structures and also search engines make it particularly easy to read and evaluate corresponding content, which can also contribute significantly to a higher ranking.

Search engines, such as Google, orientate themselves on the search intentions as well as the expectations and behaviour patterns of human visitors. This is one of the reasons why it is so important for the creation of good SEO content to always take appropriate measures with the eyes of these real people. Your visitors certainly don’t want deserts of text, but easily comprehensible information with sufficient orientation points.

So create orientation points for your readers. Divide text contents into handy information packages. In order to get the most out of it, you have various tools at your disposal – i.e. headings, subheadings, lists, text markups, etc.

In addition, you can use headlines and subheadlines to direct the interest of your visitors. Good SEO content works with strategically cleverly coordinated headlines. These form the primary and thus the most important orientation points for the recipients. On the one hand, through the optimal use of headlines and subheadlines, your readers can understand faster and better what the article is about and ultimately process the information faster.

On the other hand, the interests of the visitors can be directed. Quite a few of your website visitors hardly have the time to absorb all of your content in full. They simply skim them and scan the parts that are most important to them. The top information should therefore already be clearly filtered out in the headings and subheadings.

When using headings, you should always pay attention to the correct hierarchy. Based on HTML5, you can choose between six different levels for the design of your headlines and subheadlines, i.e. with regard to the creation of a suitable headline structure: H1, H2, H3, H4, H5 and H6. These can also be selected in the large CMS or their text editors. The logical sequence of headlines and subheadlines to be followed can easily be determined by their numbering: first H1, then H2, then H3, etc. The main topic of a webpage or the keyword related to it should be listed in the H1 headline. The H1 gets such a prominent spot because Google and Co. – just like the users – accept it as one of the main orientation points. Furthermore, there may only ever be one H1 on a page. With a disordered headline structure you will not only confuse the readers but also the search engines.


Lists and enumerations are directly less relevant for search engines, but at the base they form important elements for the visual loosening of a text. In this context, images and other types of content that have been included also play a role. Search engines also register the resulting content mix as such. However, a direct SEO influence cannot be proven beyond doubt. Lists with keywords are undoubtedly very helpful for the reader. These quickly recognize the very important statements away from the headlines. In addition, individual sentences or parts of sentences, which are packed as a list, remain better in the memory. Two to three enumerations are particularly recommended when writing a longer continuous text. Ultimately, such content forms represent a factor for a positive user experience that should not be disregarded.

There is a lot to talk about the Meta Description.

Best with a cup of coffee – right?