Are meta descriptions still important for SEO in 2025? Yes.
In today’s crowded digital landscape, standing out is everything. Sure, ranking high on Google is crucial for ecommerce businesses of all sizes, but here’s the catch – if no one’s clicking through to your site, what’s the point?
Meta descriptions are essential for driving traffic to your online store. They might not directly boost your rankings, but they help search engines understand your page and, more importantly, secure the clicks that matter.
Want stronger CTRs for your ecommerce website? This guide will show you how.
WHAT IS A META DESCRIPTION?
Meta descriptions are the summaries that appear on search engine results pages (SERPs), giving users a snapshot of your content and helping them decide if it’s what they’re looking for.
As the first thing users see, getting them right is essential. The most effective meta descriptions are clear, compelling, and highlight the key benefits of your products.
Meta description example:
HOW TO WRITE META DESCRIPTIONS FOR ECOMMERCE?
1. Use your target keyword.
Keywords in the meta description that match a user’s query will appear bolded on the search results page. Google highlights these keywords to help users scan the page quickly, so it’s important to get them right. For those browsing visually, this makes your result stand out. Additionally, use related synonyms to attract a broader audience. Most importantly, keep it sounding natural, focused on the customer and their needs.
At Found, we use our proprietary technology, Luminr, to gain unrivalled insights into search performance, including the keywords customers use. This enables us to quickly analyse competitors’ strategies for attracting visitors across the entire searchable web and identify key opportunities to improve keyword targeting and click-through rates.
2. Make your meta descriptions unique.
Each meta description should be unique to its page. While templated descriptions may save time, they can significantly hurt your click-through rate. Each meta description needs to be tailored, offering a clear snapshot of the specific product or category. Even if your products appear very similar – such as “black mini dresses” – highlight unique features like fit, design, material, occasion, or price to differentiate them.
3. Keep it at length.
Google is particular about meta description length. Ideally, your meta description length needs to be between 130-160 characters. If it’s too long, it will be cut off. If it’s too short, Google may disregard it and select text from the page instead. To make the most of your meta description, place the most important information at the beginning, such as action-driven phrases or key details about your product or brand.
4. Brand tone and competing messaging.
Your meta description should reflect your brand’s personality and answer the ‘Why us?’ question, even in under 160 characters. Like all good copywriting, it’s an opportunity to deliver a compelling message and convince potential customers to click on your website instead of a competitor’s.
5. Add unique selling points (USPs), discounts, offers, urgency and scarcity.
Some common examples include:
- Buy today and get 50% off!
- Limited stock available
- Sale ends soon
- 30% off + free shipping
An innovative approach is to leverage AI-powered landscape research to gather insights from diverse sources like online forums, social media, and public records. This method uncovers what existing customers are saying about your brand and products, providing valuable insights into the aspects that matter most to them – and using this data to attract new customers effectively.
- Exceptional quality
- Super quick delivery
- Purpose driven
6. Make it actionable
Great copywriting is all about action and your meta descriptions should be no different. Stick to an active voice and finish strong with a clear call to action. Why? Because it grabs attention and encourages the searcher to click through to your site. Use action driven phrases like:
- Shop
- Buy
- Find
- Discover
- Learn more
Example: Actionable meta description example with multiple offers
7. Evaluate and improve
Testing meta descriptions is essential for understanding what drives performance. Use tools like Google Search Console to track clicks, impressions and rankings.
Experiment with multiple versions of meta descriptions for the same page tweaking styles, lengths and messaging to see what resonates with your audience. The insights you gather will help you refine your strategy and get the best results.
WHAT ARE THE BEST META DESCRIPTION PRACTICES?
- Use your target keyword
- Make your meta descriptions unique
- Keep it at length
- Brand tone and competing messaging
- Add unique selling points (USPs), discounts, offers, urgency and scarcity.
- Make it actionable
- Evaluate and improve
Meta descriptions play a vital role in any ecommerce SEO strategy helping to boost CTR and drive valuable traffic to your site. This guide is just the beginning for delivering impactful results for your retail brand and products. With Found’s Everysearch™ approach – revolutionising ecommerce through cutting-edge digital tactics that engage customers across the entire searchable landscape – we’ll help your brand stand out, capture attention and build loyalty in an increasingly competitive market. Get in touch!
