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  • Writer's pictureRhiannon Harradine

How to Write a Meta Description for Your Equestrian Website

A meta description (also known as an SEO description) is a short summary of a web page's content that appears in search engine results. It is an essential element of SEO (Search Engine Optimisation), and it can help your website rank higher and attract more visitors. It should be written in a way that is both SEO-friendly and describes the content accurately, so that users can easily decide if they want to click on the link or not. This guide shows you how to write a meta description for your equestrian business website.

This guide covers:

What is a Meta Description?

A meta description, or SEO description, is a short summary of what your website page is about. SEO descriptions appear just underneath SEO titles in search engine results. As an essential part of search engine optimisation, it is important to know how to write effective, SEO-friendly meta descriptions.

You can see meta descriptions when you enter a search query into a search engine. Meta descriptions usually appear in grey, immediately underneath the SEO title of each listing.

Note: If you have not specified a meta description for your website page, search engines will generate them automatically. However, this can negatively impact your SEO and automatically generated SEO descriptions will not perform as well as purpose-written descriptions. Do not assume that your website has optimised meta descriptions just because you can see them in Google!

how to write a meta description
An example of a meta description (grey text) underneath the meta title (purple text) from a search engine listing (March 2023).

How to Write a Meta Description for Your Equine Business Website

For best SEO results, you should write a unique meta description for every page on your website. If you don’t write a meta description, search engines will generate one automatically based on the website page content. However, these may not be completely accurate and are unlikely to perform as well as purpose-written SEO descriptions.

Writing meta descriptions does not have to be difficult, but they can be fiddly. This is because you are subject to character limits (around 150-160 characters) and your meta description should contain your focus keyword for that page. Meta descriptions should also be full sentences that make sense when read out loud. Do not simply list one keyword after another - search engines can pick this up and penalise your website for it!

Before you start writing your SEO descriptions, make sure you have carried out keyword research. See our article on How to Find Keywords for SEO for a more detailed guide on keyword research. You may also want to write your SEO title out before attempting to write the SEO description. Read our guide on How to Write a Meta Title For Your Equine Business Website for instructions on how to do this.

Once you have your keywords and SEO titles, you can start writing your meta descriptions.

Meta Description Checklist

Your meta descriptions should fit all of the following criteria. Whilst it’s not always possible to hit each point exactly, you should aim get as close as possible:

  1. 150-160 characters long

  2. Include the focus keyword (and ideally a secondary keyword if you have one)

  3. Use full sentences that are easy to understand

  4. Outline what the website page is about and reflect the content of the page

  5. Be unique for each page

Specialist Equestrian Marketing Agency | Purple Horse Marketing

We are a specialist equestrian marketing agency and our passion is helping equestrian businesses get found online. In today’s climate, your website is your shop window - it is where potential customers learn about your business, make bookings and enquire or purchase your products or services. Crucially, SEO is what gets your website found in search engines. Contact us today or find out more about our SEO services for equine businesses.


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