2 Do not use double quotation marks

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1 Write as if they were advertisements
Write short descriptions and titles and remember that you want to attract relevant traffic to your website. (If all goes well) you have written each page around a keyword or theme. You can include this keyword in the description, so that when you search for it, this keyword is printed in bold. Then it stands out even more. Just like in content on the page, in which people go directly to lists or bold words, this also applies to the descriptions in Google.

By taking this into account and using keywords, your pages will stand out better.


Sometimes you want to use a quote or emphasize a description by putting it between double quotes. These characters cause Google to truncate your description. Google does not understand what you want to indicate with these germany phone number and then comes up with the solution itself.




Your well-crafted description does not come across and that is a shame.

3 DO NOT WRITE IN CAPITALS
Intense, don't you think? Yet we still see this happen every now and then. To make a message extra powerful, companies write it in all CAPS. By writing in capitals, information immediately appears threatening and shouty. It does make you stand out, but the result that more people click on it is debatable.

4 Avoid duplicate meta descriptions and titles
Although it does not negatively (or positively) affect the rankings, it is better if you use a separate meta description and title per page. It is very tempting to just copy and paste, but this does not improve the click-through rate. After all, every page offers unique content and therefore deserves a unique description.