The Meta Description

Meta descriptions are not used by search engine ranking algorithms, but they can influence your page’s search ranking because they directly influence a page’s click-through rate and bounce rate.

This article explains what a meta description is and how to use them for your car website.

Here is an example of a meta description in search results for the phrase – ‘audi cars for sale’.

The text within the red box is an example of a meta description.

A meta description is a short summary of your page.

When a search is performed in Google, it will display below the Page Title, the Meta Description.

Users will be influenced by this text and whether (or not) they will click through to your website – based on what you say.

How to create a Meta Description on your car website

Most modern website platforms provide options to add both page titles and meta descriptions to your content. (e.g. a specific car page)

But we can’t fully control what Google displays in its search results.

Sometimes Google will show the meta description as you have entered it on your website and other times it may take other sentences from your content that it determines is more appropriate.

9 Tips for a great car website meta description

1. Keep it short – we suggest up to 155 characters – but not too short.
2. Add a clear call to action that encourages users to click through to your website.
3. Use ‘active voice’ – e.g. ‘Great deals on used a used Audi today‘
4. Use your keywords
5. On car pages use some of the key car specifications e.g. ‘2.0 litre, diesel’
6. Don’t try and trick Google – keep the meta description relevant to the actual content on the page – or you could be penalised.
7. If you can, make your meta descriptions unique. You need to stick out in the crowd
8. Google may edit your meta description by cutting off the content – so ensure that your main point is near the front of your description.
9. You will want all your pages indexed in Google so don’t use duplicate meta descriptions as this may lead to some of your valuable pages dropping down the rankings.

Meta Descriptions used by car dealers

One way to learn about meta descriptions is to view examples.

We all choose a search result every day to click through to a particular website – so ask yourself why you clicked on one and not another.

Here is a list of the meta descriptions created for the home pages of the top 100 car dealer websites – which would you click on?

Some of the descriptions (e.g HR Owen) concentrate on information about the dealership, while others (e.g. Hatfields) concentrate on what they offer.

Understanding what text performs better for your dealership in terms of click-thru can generate more enquiries and sales.

Click on the car dealer to view more detail.

Car Dealers Top 100 Meta Descriptions

Get in touch with us if you have questions