The meta description is an element in the HTML code of a website. It appears in the search results of search engines under the meta title and represents a short summary of the content of an Internet page.
Since 2009, the meta description has not been a ranking factor on Google, but it plays a decisive role in the click rate of the page in the search results. An appropriate and appealing meta description, which encourages the user to click, can thus significantly increase the click rate, even with a lower ranking.
Advantages of meta description in hotel marketing:
- Increased click-through rate
- Short summary of the content of the website
- Differentiation of the content
- Increased traffic
- Improved user experience
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The most important questions about meta description in hotel marketing:
What is a meta description?
A meta description is a short summary of the content of a web page that is embedded in the HTML code and displayed in search engine results under the meta title. It is used to give users a preview of the page's content and encourage them to click on the link. Although it is not a direct ranking factor, a well-designed meta description influences the click-through rate and thus the number of visitors to the page.
How should an effective meta description be designed?
An effective meta description should be concise, informative and appealing. It should summarize the main topic of the web page, contain important keywords, and arouse curiosity to encourage users to click. An optimal length of about 150-160 characters ensures that the description is fully displayed in search results.
What are the consequences of a poorly crafted meta description?
A poorly crafted meta description can cause users to not understand what your page is about, and thus be less likely to click on the link. This can negatively impact your click-through rate and ultimately your site's traffic.
Should each page of my website have its own meta description?
Yes, it is recommended to create an individual meta description for each page of your website. Each page has unique content, and the meta description should succinctly summarize that content to appeal to users.
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