Description Metatag for Documents and Webpages
Best Practices for Metadata for
Wisconsin State Agency Web Writers and Administrators

Shiela Pollock (shiela.pollock@dpi.wi.gov), (608) 224-5395
Abby Swanton (abbigail.swanton@dpi.wi.gov), (608) 224-6174
Reference and Loan Library, Dept. of Public Instruction

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Description

Example: <meta name="description" content="Wisconsin guidelines for writing good HTML description metatags.">

Definition: A textual description of the content of the resource, including abstracts in the case of document-like objects or content descriptions in the case of visual resources.

How used: When a search engine selects the page, this description is displayed in the search results. The state's search engine searches descriptions, as do some commercial search engines.

Importance: Very important. The state's search engine gives a term appearing in the description considerable weight. Further the description text helps convey meaning to the end users who discover the page or document through search engines.

Format: Text. In each search result, Wisconsin's search engine displays about 175 characters, or 30 words. Therefore, agencies should try to get the most important ideas in the description in the first 30 words. It can be longer, but only the first 30 will be displayed as a search result.

A description tag is like a short mission statement that explains what your web page is all about. When writing a description remember these important ideas:

• Mention who, what, where, when, why (like a newspaper journalist writes an article). In a description tag, the "what" is the most important element
• Describe what you do in simple sentences
• Incorporate the words and phrases which are most likely to be used when people search for your service

Doesn't the content of the page explain what it is all about? Why do I have to repeat this information?

When someone makes a query in a search engine yours will not be the only site that is returned in result list. The description is used to add a little more identifying information and convey the sense of usefulness to the user. If your description tag provides some distinctive information, conveying a unique benefit that you provide, then the likelihood that a searcher will click through to your site will increase.

Write a distinct description tag for each of your pages, focusing on the unique content and purpose of that particular page. Keep in mind these elements:

• Each of your pages is different.
• Each page has or should have a special item of importance.
• Look at your pages and think of the special part that the page plays in your overall service.

Last updated on 6/22/2009 10:07:31 AM