Meta-descriptions provide brief summaries of webpage content. They appear on search engine results pages along with URLs and page titles. Cascade, our content management platform, allows us to enter meta-descriptions for NIU webpages. By including effective meta-descriptions on our pages, we can improve search engine optimization and help more visitors find our content.
For more information or assistance with your meta-descriptions, please contact us at firstname.lastname@example.org.
In general, effective meta-descriptions:
- Consist of approximately 150-200 characters (with spaces).
- Include keywords and a call to action.
- Contain simple words and short sentences.
- Are unique (search engines may ignore pages with duplicate meta-descriptions).
When writing meta-descriptions for NIU webpages, be sure to use NIU brand voice:
- Address audience as “you.”
- Use an inviting, welcoming tone.
- Make every word count – use strong, compelling language.
How to Write Meta-descriptions
- Brainstorm keywords. What words and phrases would people use to search for your page’s topic?
- Determine a call to action. What is the desired action? What do you want the visitor to do?
- Take note of any distinguishing characteristics. What is unique about your topic or would be of particular interest to your audience?
- Incorporate select keywords, the call to action and any unique details into a few sentences. Write more text than needed and edit to the appropriate length.