SEO tip – Provide unique Descriptions for articles to improve search engine snippets

A lot has already been said about SEO on the Internet.

I am starting a new series of SEO posts. But I am not going to re-invent the wheel here. In this I shall be summarizing the information as quick tips, in easy to grasp format, for technical communicators.

No fluff, just pure stuff!

SEO Task: Provide unique Description tag in head tag of the HTML.

Why do this:

  • Use description meta tags to provide both search engines and users with a summary of what your page is about.
  • While these improvements do not impact the rank directly, they go towards displaying better titles and snippets in search results. This increases user experience, reducess click-and-backtrack behavior, increase visitor traffic, and eventually backlinks from other sites.
  • Quoting Google, “Using identical or similar descriptions on every page of a site isn’t very helpful when individual pages appear in the web results. In these cases we’re less likely to display the boilerplate text. Create descriptions that accurately describe each specific page. Use site-level descriptions on the main home page or other aggregation pages, and consider using page-level descriptions everywhere else.

Best practices and tips:

  • Use only ~120 characters in the Description field.
    Tip: Using this description as a Tweet, you may want to post the link to your article on Twitter in 140 characters.
  • Try not to duplicate with keywords already present in the page title. Put in acronyms, synonyms, etc.
  • Do not populate with just the keywords.
  • Do not copy paste from the article’s content. Write a unique description.
  • No two pages on your website should have the same description.



Author: AshishG


4 thoughts on “SEO tip – Provide unique Descriptions for articles to improve search engine snippets”

  1. Good information. I’ve been adding meta tags to the home page and all main drop down tabs. I’ve not been focusing on internal pages because I felt those were not pages we were targeting in the search engines. Highly unlikely that some of those internal pages will be found and wondering how much SEO value it has to add meta tags to all pages.


    1. IMHO, one must compulsorily focus on all pages. A site/domain is the sum total of all its pages. The traffic is not just to landing page/front page–it is spread across all internal pages and articles.

      In the near future, Google will start using AgentRank, along with PageRank. One implication is–if a writer uses authorship then she has to write all articles well enough to be trusted by Google. This means all internal pages (articles further from the main page of your website) will be written well by the authors.

      Why I talked about this? Because, metadata (like Meta tags) is necessary to write an good article. Sooner than later, we’ll have to author every content piece with care.


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