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The Google has been recently announced that they are now rolling out longer Meta descriptions and extended their word range from 150 to 320; means SEO persons can optimize their sites more wisely.
Google can handle it as this allowance does not affect the ranking but rightly impact your Click-Through-Rate in the Search Results. By keeping the meta description same (shorter) does not harm your ranking. It is next to impossible to update every post meta description. Try to do your own testing instead.
They are the brief and short description about your business that shows in Search engine’s snippets. The main function is to attract the users directly on the website by their clickthroughs.
A Click-Through-Rate is a calculation of times that a link is involved in paid inclusion that is clicked in real when it is displayed in Search Engine Results Page. Higher CTR is a good sign of website’s success. They are as equal to the Meta tags (discussed above). In the year 2014, it is considered as an important factor that matters for Organic Search Rankings in a positive way as far.
This is what Google says:
“The fact that our snippets have gotten longer doesn’t change the fundamentals of writing a description tag. They should generally inform and interest users with a short, relevant summary of what a particular page is about. We now display slightly longer snippets, which mean we might display more of a meta description tag. However, we never had a limit on Meta description tag length before, as we covered earlier this year. So, there’s no need for publishers to suddenly expand their meta description tags if they feel their current ones are adequate. As a reminder, our snippets are dynamically generated. Sometimes, they use what’s in a Meta description tag. More often, they are generated by showing content from the page itself and perhaps parts of the Meta description tag, as is appropriate for individual queries. For more guidance on Meta description tags and snippet generation, we recommend publishers read our recent blog post on the topic, our help page and the “Create good titles & snippets” section of our SEO starter guide that was just updated this week.”
A good Meta description is the one that is around 300 words and depends on the content of a website. The rule of thumb is that up to 320 characters are fine. It should meet the highest level of qualification in an active voice. Include Call to action like Learn more, Get it now, Try for free and else related to your Meta tag to invite more engagements. Even if you are offering something related to technology, make your sentence in an ordered manner. If you have the lower price then add it to your metas. It should be matched the content and atmosphere of the website. Above all, it must be unique enough to grab the attention.