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In today’s blog post, we look at blog descriptions and the important role they play in capturing the attention of millions of internet users. And, most importantly, how to write a good blog description.
In the digital game of click, like and share, visibility on search engine results pages (SERPS) is of critical importance. Your blog description can be a factor in this.
Once you have set up your blog, the next main goal is to draw visitors to your site. One highly effective technique that digital marketers love to use is search engine optimization or SEO to gain the attention of internet users.
But, why is this necessary?
As a blogger, you are faced with mind-boggling statistics such as 600 million blogs currently on the web waiting to be read and all competing for likes, comments and shares.
It can be a daunting prospect to add your own blog to this already staggering number. But there is one trick, when done well that can gain your blog a competitive advantage – the blog description.
What is a blog description?
The description of a blog, also sometimes called a meta description, is a concise summary of the main idea of the content of the blog that compels the searcher to want to read further.
Your blog description, should at a glance, tell the reader what the blog is about and what value they can expect to gain from clicking the link to read further.
Think of it as a tantalizing teaser of what is to come.
For example, solo travelers searching for travel ideas including festivals may be interested in the following description of a blog from this travel blogger:
SEO experts use the description of their blog to capture the attention of users on SERPS to encourage them to read further. Simply put, a well-written blog description offers a higher click-through rate which translates into more visitor traffic to your blog.
Bloggers may, at first, disregard the importance of a good blog description, but this is a serious error that can make or break a bog’s performance in search engine rankings.
The placing of the blog post description plays a role in its influence on internet users: the text found just below the link to your blog. Here is a lifestyle blog description example:
What Elements Should a Good Blog Description have?
We will get into more details below, but a good blog description should include a clear description of what your blog is about, include relevant keywords if possible and an enticing CTA or click-through.
Why do you need a blog description?
There are two reasons really that you need a description for your blog.
One is to convey to your readers and google-searchers the basics of what your blog is about. It’s almost a mini-advertisement for your blog and your chance to make them want to read more.
The second reason for a blog description is for Google and your search engine ranking. Google will read this and display it in search results.
This is why the blog description is also sometimes referred to as a meta description. And, a good blog description can affect your google ranking.
Another tool you can leverage if you don’t know a lot about SEO, or you just would like more of a done-it-for-you package is this SEO Content Brief. You can get some of the most important blog post and blog description elements for SEO created for you so there is less work.
Why Should You Have a Custom blog description?
You definitely need to customize your blog description. If you do not create one, Google will pull in something automatic but it may not make sense.
And, it will not let you maximize search engine optimization for your blog the way you should.
It is your chance to help Google rank your site and it will establish your blog as being more authoritative.
Plus, it is your chance to tell your blog’s story.
What are the benefits of Good blog descriptions?
There are multiple, highly desirable rewards of taking the time to write engaging blog descriptions, some of which are:
- Boost your blog’s natural click-through rate.
- Increase digital marketing goals in regards to conversions and sales.
- Improve the blog’s indexing and visibility in online search results.
- Attract greater numbers of visitors to the blog.
Indirect Benefits of an effective blog description:
- The promise of useful content is an indication to readers that this is a potentially trusted and authoritative blog.
- Many blog owners use the blog description as an opportunity to help their website stand out from the crowd.
- A relevant blog description is more likely to encourage visitors to remain longer on your blog which means a lower bounce rate which almost always leads to better rankings in search engine results.
- The chance to present a personality and a brand story for your blog.
You can create a description for your blog (blog description) as well as a description for each of your blog posts (blog post description).
Before we get to examples of blog descriptions, it is worth taking a moment to distinguish between the blog description and individual blog post descriptions.
How to write a Good blog description
What separates a click-worthy blog description from a mediocre one? If you want to know how to write an effective description for your blog, here are some of the key elements that you should include.
The use of relevant target keywords
Keywords are your most effective tool in SEO and in the blogging business.
One of the best ways to assure Google (and other search engines) as well as the online searcher that your blog has the answers to the search query is to use relevant targeted keywords both on your blog content and the blog description.
Including relevant keywords in the meta descriptions is a strong indicator that that the content that follows contains information related to the keyword being searched for.
Stick to the recommended character limit
Not only is it important to pay attention to the words used in a blog description, but also to the number of characters used.
If the description for your blog exceeds the character limit of 160, part of the description will be cut off from view, thereby ruining the effectiveness of the description.
Not using all 160 characters required for the description and you may not provide enough information to capture the interest of the online searcher.
Explain What Your Blog is About
The point of the blog description is really to explain what your blog is about. Use this text to tell your story and explain what you are offering on your blog!
It can be hard to do this in the short amount of characters allotted. But, one thing that can help you is to look at your competitor’s blog descriptions for ideas and examples.
Use the allure of power words to your best advantage
Adding power words is the not-so-secret technique to succeeding at digital marketing.
Words that tug at the emotions of the reader or that arouse curiosity have a higher chance of encouraging clicks. Some of the more effective power words are: “Discover”, “Life-changing”, “Step-by-step”, “Satisfy”, “Surprising”, “Detailed”, “Essential” and “All-inclusive.”
Including power words in your blog description can help boost readers to click through.
Seeing that there is a character limit imposed on blog description length, a well-written one rules out unnecessary words or filler words.
The choice of words used should be considered carefully and chosen for maximum effect.
Provide Proof and Credentials
If possible, it is also good to include something that shows your expertise in your blog description. For instance, if you’ve been featured in a lot of press, or on other high authority sites it is good to include this.
Any kind of proof you can offer that you are an expert will help inspire people to click through to your blog.
Semrush does this by including a sentence in their blog description that says “Trusted by over 7,000,000 marketers worldwide”
Use a call-to-action
Another well-used marketing trick is to include a call-to-action (CTA).
Words and phrases such as “Start your journey towards”, “Check out”, “Find out more”, “Click here”, “Contact us”, “Get more info here” and “Learn more” are wonderful examples of CTAs that gets the reader to take desired action when they read the description of your blog.
Including a strong and powerful CTA is one way to write a good blog description.
Write a catchy blog description
This one is a little hard to define. But a catchy description for your blog that is easy-to-remember and grabs reader’s attention is ideal.
Try a blog description generator
If you are having a hard time coming up with blog description ideas, try a blog description generator.
This meta description generator can help you write great descriptions for your blog and blog posts if you are stuck.
Other useful blog description tips:
- Make sure to answer the search query or provide the answer to the problem being searched for.
- Speak directly to your readers. The use of personal pronouns such as “you” and “we” effortlessly draws the reader in.
- It goes without saying, but it would help if your description of your blog is unique.
- Use your main keyword naturally.
- You can also include long tail keywords and LSI (Latent Semantic Indexing) keywords to rank better for those keywords. But, be careful to not stuff your blog descriptions with irrelevant keywords just for the sake of it.
It may be necessary to write and rewrite the description of your blog a few times before you publish it. Write down all the blog description ideas you can think of to start. You can edit and use only the best ones later.
Remember, the point of the blog description is to get the online searcher to stop from scrolling further than your entry on the search engine results page. So it is worth your while for the description of your blog to be unique and compelling.
One of the best ways to discover why a description of a blog works is to look at a few examples of compelling descriptions.
Blog description TEmplate
If you are looking for a template to write your blog description, downloading a plugin like Yoast or Rank Math will provide you with one.
It shows you the length the blog description should be as you type. So, you can see as you work on it how you might need to change it.
It also shows that you need a title and summary of your blog and how these will show up in Google. It is the best way. to visualize the description of your blog as you write it.
But overall, just write a title and a summary of your blog that includes some benefits or something that will make someone want to click through.
Blog description examples
Here are several examples of blog descriptions to help you.
Love travel? Discover, plan and book your perfect trip with expert advice, travel guides, destination information and inspiration from Lonely Planet.
What’s good about this description of Lonely Planet’s blog?
The first point of interest is the question posed at the beginning of the description – the question piques the interest of the reader, enticing them to want to know more.
The description goes further to invite the reader to click on the link to “discover” pertinent information provided by Lonely Planet related to their search on travel (expert advice, inspiration and guidance).
Sophisticated, elegant and provocative, Harper’s Bazaar is your source for fashion trends straight from the runway, makeup and hair inspiration, ..
What’s good about this blog description example?
Reading the description easily informs fashionistas that the site is all about fashion trends – sophisticated and elegant fashion to be precise. “Straight from the runway” reminds the reader that the focus is on the latest inspiring fashion trends.
Fresh, flavorful and (mostly) healthy recipes made for real, actual, everyday life. Helping you celebrate the joy of food in a totally non-intimidating…
What’s good about this description?
The above example blog description expands on the idea that joy and food go together and that it need not be intimidating to prepare and enjoy flavorful meals. Readers can look forward to simple recipes that tantalize the taste buds.
Another lifestyle blog description example can be seen for Fitbit. Follow the Fitbit blog for individual success stories, expert fitness tips, health and nutrition advice, product announcements, motivation and more.
As you can see from the full result from Google, search engine results now also show blog categories along with the blog description.
What’s good about this description of the Fit Bit blog?
Fitbit’s description is simple and to the point. Fitness enthusiasts will know exactly what to expect should upon clicking the link. The call-to-action is placed right at the beginning of the blog description and encourages the keep-fit buff to become a loyal follower of the blog.
Positive parenting strategies that work! Helpful baby care tips, pregnancy and childbirth advice, breastfeeding, toddlerhood and mom- and dad care!
What’s good about this blog description example?
Parents interested in positive parenting techniques will be prompted to click through with the emphasis on strategies that work and helpful baby care tips.
The blog description goes further to mention the content the blog covers, from childbirth advice to baby care to toddlerhood.
The difference between blog descriptions and blog post descriptions
You should note that your blog’s description will differ from the descriptions for each of your blog posts. But, both are still examples of meta descriptions.
Related post: 15 Blog Post Ideas for Beginners
Whereas the blog description is a succinct summary of what your entire blog is about, the blog post descriptions will outline the contents of what each individual blog post will cover. The following examples will help make this clearer:
Design Café is a blog dedicated to providing readers with inspiration on ideas, tips and hacks on home décor. Their blog description is as follows:
Browse through our section on home decor for tips, design ideas and DIY hacks. Read our blogs now for the latest home decor ideas.
Modern kitchen embodies both aesthetic appeal and pragmatic functionality. Check out these 16 fabulous Modern kitchen design ideas for your home.
We have got wonderful kitchen organization ideas that will make cooking easy and stress-free. Check these kitchen design tips now.
As you can see from the above, there is a distinct difference between the descriptions for the blog and individual blog posts.
What makes the above descriptions so effective is that they tell the searcher exactly what they can expect to read should they click on the links. The call-to-action words “browse” and “check these” prompt the user to take desirable action.
Whereas the blog post is typically a one-off entry, it is recommended that you craft dynamic descriptions for each of the posts you publish on your blog.
Now that you know what a blog description is and why it is important that you craft a great one, the next step is to identify all the key elements in writing a compelling blog description.
How to master a well-crafted blog post description
Each blog post description you write for individual blog posts is intended to provide the same SEO benefits as that of your blog description – for your post to rank well on search engines in order to attract the interest of searchers and encourage more clicks to get your content read and shared.
Once again, for a click-worthy meta description it is important to get the balance of information right. You are only allowed a certain number of characters to charm the reader into choosing your post so being economical in what you want to say is important.
You want to avoid saying too little and lose the interest of the reader or too much only to have your post description cut off before you get to the point. O nly the most relevant information should be included.
It is important to note that, if you don’t write your own personalized post descriptions for each of your blog posts, Google will just select information it deems relevant to the searcher’s query and post that in the space provided on the SERPS.
This way you run the risk of not maximizing on the opportunity to use the best persuasion techniques to get your link clicked on.
So, what does it take to create an irresistible blog post description? In general, you should follow the same guidelines as is required for the description of your blog.
Tips for creating high-powered post descriptions
- Summarize your post’s content in a way that indicates value to the reader.
- Emphasize the important idea of your post. Ideally this should appear at the start of the description.
- Don’t exceed the recommended character length.
- Again, try to incorporate eye-catchy or power words.
- Using a call-to-action is always a good idea.
- You can use both primary keywords as well as LSI keywords.
Blog post description examples
Now, let’s take a look at a few great and not so great examples of descriptions for your blog posts.
Blog Search query 1: “best lasagna recipe”
Filling and satisfying, John Chandler’s lasagna is our most popular recipe. With basil, sausage, ground beef and three types of cheese, it lives up to its …
What’s great about this meta description?
This post description does an excellent job of enticing the searcher to click for more details with the words “most popular recipe” and provides a few tempting ingredients as a final push to click. In addition, the description includes some important keywords.
In a large casserole dish, evenly spread a quarter of the meat sauce across the bottom of the dish, then top with a single layer of lasagna …
What’s wrong here?
The meta description is merely pulled from the contents of the post. There is nothing that persuades the searcher that this is a must-read.
Blog post Search query 2: “wedding planning”
27 Mar 2022 — This is the most comprehensive 12 Month Wedding Planning Guide you’ll find online, start planning your wedding today – Read More!
Why does this work?
The description draws the reader fulfills the promise in the title of “ultimate checklist” with “most comprehensive” in the description. A call-to-action is also included with “start planning” and “read more!”
22 Dec 2021 — 12 Months Out · Determine Your budget · Make a Guest List · Hire a Wedding Planner · Decide Formality and Overall Theme · Select the Venue ·
What’s wrong here?
Unlike the first example, the reader is not provided with an idea of what to expect from the post. The description just lists items of a checklist.
Search query 3: “kitchen renovation”
31 Jan 2020 — You’ll want to remodel your own kitchen once you see these jaw-dropping kitchen makeover … Find the best kitchen remodel ideas right here.
Why does this blog post description works?
The reader is presented with an intriguing claim that is too irresistible to ignore. Who would not want to look at jaw-dropping designs that will make you wish for a kitchen makeover? Added to this is the fact that the post includes the best kitchen makeover ideas.
10 Best Kitchen Remodeling Ideas To Renovate Your Home Kitchen: · 1. Use bold cabinet designs · 3. Use uncommon shelving and storage spaces · 4. Add a Tile ..
What’s wrong with this example?
The website does not provide a convincing argument that motivates the reader to want to find out more. The description fails to ‘whet the appetite’ of the internet user.
Blog Description FAQs
1. What is a Blog Description?
A Blog description, also called a meta description, is a short description of your blog and what it is about. It is the text that shows up in Google underneath your blog name and url in search results.
2. How Many Characters can a Blog Description Be?
Your blog description needs to be around 150 characters or less.
3. What Tools can Help you Write a Description for a Blog?
There are a few WordPress plugins you can get that will make it easy to write a blog description.
Yoast and Rank Math are the most well-known and excellent plug-ins to leverage.
Final tips on writing A blog description
Before you can get an online visitor to read the content on your blog, you first need to draw them to it.
Whether it is with blog descriptions or blog post descriptions, your job is to convince the online visitor that your blog or post has the best possible answer or solution to their query.
A captivating and persuasive meta blog description can win readers over to choosing to read your content before any other blog on the search engine results page.
Now that you are familiar with the key elements of blog descriptions and what effective and good descriptions look like, it is up to you to create unique descriptions for your blog and blog posts.
More Blogging Tips:
My favorite blogging tools:
Tailwind for Pinterest to help boost your blog traffic
ConvertKit for building a list of email subscribers and communicating with them
Keysearch for keyword research
Elegant Themes for design themes
Canva for graphic design
Stupid Simple SEO course for SEO tactics
Long Tail Pro keyword research
Fiverr for freelance designers