When calculating your meta description score, we look at 5 different factors.
A: Length of the meta title
By making optimal use of the length of the meta title, you can include more information about your webshop in the search results. This allows a search engine user to quickly see whether the page in question satisfies his search query and will make him more inclined to click on your search result.
We see a direct link between longer meta-titles and a better click through ratio from the search engines. Our advice is therefore to make full use of the meta title.
B: Length of the meta description
The above advice also applies to the meta description. By using as many characters as possible of the meta description you can give more information about the product, the category or your unique selling points to convince the search engine user to click on your website. With call-to-action we mean an impulse to take action.
End your meta description with a slogan like: Discover it now, View our product range, Read more or another text that asks the search engine user to perform an action.
C: Add the keyword at the beginning of the meta title
And adding the topic of your page at the beginning of the meta title is a clear indication to search engines that the page is relevant to that keyword.
D: Add the keyword to the meta title for optimal relevance
You will get extra points if the keyword is added to the beginning of the meta title (see point C). But it is always advisable to include the keyword in the meta title, whether you place it at the beginning or not. Therefore, we check separately whether the keyword appears at all in the title.
E: Use the keyword in the meta description for an optimal score
An additional advantage is that if the keyword someone is searching for appears in the meta description it will be printed in bold.
In the example above people search for Nike shoes. Because this keyword also appears in the meta description it is printed in bold.