Meta-Description writing and optimization skills on web pages

First, let's take a look at what is the "description" of the web page and how the search results are displayed in the search engine. The figure is as follows:

I circled it with a red box, that is, the Meta Description of the corresponding webpage displayed by Baidu search results, that is, the specific content of the Meta tag Description attribute.

Where is the metadata description written? Unlike Title writing, the description content needs to be manually entered in most cases. For example, in the background of the WordPress website, you can use the SEO plug-in to manually enter the description of each article, you can also automatically capture the entered summary as the description, while some enterprise websites in the CMS background provide the Title, Description, and Keywords of the Meta tag manually or automatically. So where is the source code of the webpage? Figure (red underline ):

 

It is not hard to find that the content marked with red underscores is the way the Meta tag description code is written. However, you may have a question: the description content is inconsistent with the Baidu search result content (compared with the previous figure ). Yes, sometimes there will be inconsistencies. This is where the search engine intelligence and algorithms are excellent: the search engine generally displays the content set in the description attribute code, however, when there is more relevant content that matches the search term, the content on the web page is automatically crawled and displayed as the description in the search results. See the following two figures:

Normal display:

 

Display the capture relevance content:

 

Baidu and Google currently support this algorithm. Tencent SOSO, Sogou, and 360 search are not tested one by one. We will not illustrate it here. Therefore, how can we write a high-quality metadata description on the webpage? Or, do you want to write? Now I will share with you some of my experiences:

1. The description must be written, but do not pile up a large number of keywords, especially the description content on the homepage of the website. It should be written in a paragraph and the important information you want to promote should be placed at the beginning of the sentence, that is, in the first sentence, the content described in the whole section is a section that can be read normally without any language problems;

2. Remember, do not first write the company name in the first sentence of description. If you promote a brand, you can (such as Jingdong Mall and Taobao, which uses the brand as the main keyword ), otherwise, you should write your main product name or your target keyword, which is similar to the Title writing method.

For example, if you are an electronic moisture box, you can describe it as follows: specializing in the production of electronic moisture box, drying box, nitrogen tank, Kunshan doctor moisture box factory with the world's top humidity control, designate a supplier for the aerospace group. Welcome to inquire: 88888888.

Instead of writing the company name first, then adding a lot of keywords and phone calls, such as: xxxxx xxxxxxxxxx company, electronic moisture box, drying box, nitrogen cabinet manufacturer, with the world's top humidity control technology, designate a supplier for the aerospace group, Tel 88888888.

3. The description should contain no more than 200 characters, space, and punctuation are counted as bytes, and Chinese punctuation is counted as two bytes. The search engine generally only displays 80 Chinese characters or 160 letters, we recommend 200 bytes. Like Title, description also extracts 160 bytes of content from any segment with more relevance based on search keywords;

4. The description content is at the end of a paragraph. You must leave a specific contact information such as phone number, QQ contact, and company address, this information will use the number of times the description content is displayed to impress potential customers who search for keywords and add credit points; or use the number calling statement as the end, guide users to learn more. Click here for more information, such as "go to the website to learn more", such as "more details ..."

5. The description content does not have to be big and complete. You only need to highlight the information that you think is the most important and needs to be promoted to potential customers, other content or keywords that you think are quite important can be placed in the middle of the description or end of the sentence, and the rational layout of the webpage content (such as the first section of the webpage content, the middle part or the last part );

6. The description content can be updated from time to time. In order to present the information to the search user that is closer to the actual situation (for example, the official website is being promoted, the phone number is changed, and the office address is changed ), however, do not change too frequently. The core interpretation of your webpage content is not clear. Many major changes affect the weight and lead to unstable rankings;

7. The description content is on some article pages. A large number of long tail pages do not have to be written for each article. They can be written randomly and naturally. Otherwise, each page may have obvious optimizations, when a certain amount is reached, the search engine is easily identified as over-optimized;

8. Note that you should try to use some descriptions that match your company or product strength, and you can also modify your own statements, but you should not exaggerate them, the company's strength is exaggerated, or the features of the product are exaggerated. Yes, sometimes it can be exaggerated to guide users to come in or contact you, but the actual situation may vary greatly, in this case, the search engine can trace and analyze the data,

For example, if the same person searched Baidu for iPhone screen repair, he found that it was not a repair, but a new screen was recommended. Some people even knew the word "iPhone screen repair, xiaomi mobile phone is recommended on the landing page. If this person searches for iPhone screen repair again and finds a suitable service provider, Baidu and Google will record user behavior and analyze it, after accumulating many times, I finally judged that your webpage is false and exaggerated. In the end, I lowered your ranking. If the circumstances were serious, I would hit your site!