{"id":4974,"date":"2020-07-27T14:58:13","date_gmt":"2020-07-27T14:58:13","guid":{"rendered":"https:\/\/prettylinks.com\/?p=4974"},"modified":"2024-05-20T11:59:53","modified_gmt":"2024-05-20T15:59:53","slug":"master-the-meta-description-for-better-seo","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/pt\/blog\/master-the-meta-description-for-better-seo\/","title":{"rendered":"Veja como dominar a meta-descri\u00e7\u00e3o para melhorar o SEO"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Conte\u00fado<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d8ef6a51a88\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d8ef6a51a88\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/pt\/blog\/master-the-meta-description-for-better-seo\/#What_is_a_Meta_Description\" >O que \u00e9 uma descri\u00e7\u00e3o meta?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/pt\/blog\/master-the-meta-description-for-better-seo\/#Why_Does_a_Meta_Description_Matter\" >Por que a meta descri\u00e7\u00e3o \u00e9 importante?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/pt\/blog\/master-the-meta-description-for-better-seo\/#What_Makes_the_Best_Meta_Descriptions\" >O que faz as melhores meta descri\u00e7\u00f5es?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/pt\/blog\/master-the-meta-description-for-better-seo\/#How_Can_You_Make_Sure_Your_Meta_Descriptions_Show_Up_on_Google\" >Como voc\u00ea pode garantir que suas metadescri\u00e7\u00f5es apare\u00e7am no Google?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/pt\/blog\/master-the-meta-description-for-better-seo\/#Conclusion\" >Conclus\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Antes de mais nada, precisamos esclarecer algo sobre as meta descri\u00e7\u00f5es: elas n\u00e3o s\u00e3o importantes para o sistema de classifica\u00e7\u00e3o do Google.&nbsp;<\/p>\n\n\n\n<p>Se h\u00e1 uma coisa com a qual voc\u00ea pode contar por parte do Google, \u00e9 com informa\u00e7\u00f5es nebulosas e ocultas sobre o que \u00e9 melhor para os mecanismos de pesquisa. As meta descri\u00e7\u00f5es n\u00e3o est\u00e3o isentas dessa obscuridade.&nbsp;<\/p>\n\n\n\n<p>De fato, at\u00e9 mesmo o tamanho permitido das descri\u00e7\u00f5es de pesquisa aumentou e diminuiu ao longo dos anos (saltando para 320 caracteres em dezembro de 2017, apenas para voltar a 160 caracteres em maio de 2018). Acompanhar essas mudan\u00e7as nos n\u00fameros \u00e9 uma batalha frustrante, mas necess\u00e1ria, no caminho para uma taxa de cliques (CTR) mais alta.<\/p>\n\n\n\n<p>Talvez voc\u00ea se pergunte qual \u00e9 o objetivo do restante deste post. Se o Google n\u00e3o se importa com as meta descri\u00e7\u00f5es, por que voc\u00ea deveria se dar ao trabalho de elabor\u00e1-las com compet\u00eancia? Se seus esfor\u00e7os de SEO n\u00e3o s\u00e3o recompensados, por que n\u00e3o ignor\u00e1-los e partir para a pr\u00f3xima t\u00e1tica de otimiza\u00e7\u00e3o?<\/p>\n\n\n\n<p>As meta-descri\u00e7\u00f5es podem n\u00e3o fazer parte do sistema de classifica\u00e7\u00e3o do Google, mas S\u00c3O uma vantagem para sua estrat\u00e9gia de SEO. Elas ajudam a aumentar a chance de um usu\u00e1rio clicar no seu site e, \u00e0s vezes, s\u00e3o&nbsp;<em>na primeira e \u00fanica chance que tiver.<\/em><\/p>\n\n\n\n<p>Nesta publica\u00e7\u00e3o do blog, vamos explicar por que voc\u00ea deve escrever meta descri\u00e7\u00f5es, como deve escrev\u00ea-las e o que deve ser lembrado para obter a melhor CTR. Vamos come\u00e7ar!<\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_Meta_Description\"><\/span><strong>O que \u00e9 uma descri\u00e7\u00e3o meta?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"651\" height=\"233\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/07\/Pretty-Links-Meta-Description.png\" alt=\"meta descri\u00e7\u00e3o para PrettyLinks\" class=\"wp-image-4993\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/07\/Pretty-Links-Meta-Description.png 651w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/07\/Pretty-Links-Meta-Description-300x107.png 300w\" sizes=\"auto, (max-width: 651px) 100vw, 651px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Vamos come\u00e7ar definindo uma meta descri\u00e7\u00e3o. De acordo com a Moz:<\/p>\n\n\n\n<p><em>A meta descri\u00e7\u00e3o \u00e9 um atributo HTML que fornece um breve resumo de uma p\u00e1gina da Web. Os mecanismos de pesquisa, como o Google, geralmente exibem a meta descri\u00e7\u00e3o nos resultados de pesquisa, o que pode influenciar as taxas de cliques.<\/em><\/p>\n\n\n\n<p>Voc\u00ea j\u00e1 viu uma metadescri\u00e7\u00e3o, mesmo que n\u00e3o saiba exatamente o que ela \u00e9. \u00c9 o trecho que voc\u00ea encontra sob o meta t\u00edtulo em um resultado de pesquisa.<\/p>\n\n\n\n<p>\u00c9 f\u00e1cil ver por que esses pequenos descritores s\u00e3o t\u00e3o importantes. Eles podem ser a \u00fanica informa\u00e7\u00e3o que um usu\u00e1rio tem para decidir se clicar\u00e1 no link para o seu site ou se ir\u00e1 para o site de outra pessoa. Em resumo, as meta descri\u00e7\u00f5es informam ao usu\u00e1rio se a sua p\u00e1gina pode ou n\u00e3o resolver o problema dele.&nbsp;<\/p>\n\n\n\n<p>O interessante \u00e9 que o Google nem sempre mostra sua meta descri\u00e7\u00e3o. Uma pesquisa realizada pela Moz mostra que as meta descri\u00e7\u00f5es personalizadas s\u00e3o exibidas pelo Google apenas 51,3% das vezes. Isso se deve a v\u00e1rios fatores, inclusive a relev\u00e2ncia, e depende muito das palavras-chave usadas na pesquisa do usu\u00e1rio (mais sobre isso adiante).&nbsp;<\/p>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Does_a_Meta_Description_Matter\"><\/span><strong>Por que a meta descri\u00e7\u00e3o \u00e9 importante?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/07\/iStock-1025271302-1024x1024.jpg\" alt=\"resultados de mecanismos de pesquisa\" class=\"wp-image-4992\"\/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Voc\u00ea deve escrever uma meta descri\u00e7\u00e3o?&nbsp;<em>Claro que sim<\/em>. O SEO tem tudo a ver com a combina\u00e7\u00e3o de t\u00e1ticas para obter um impulso para o seu site nos mecanismos de pesquisa, e as meta descri\u00e7\u00f5es s\u00e3o uma t\u00e1tica muito f\u00e1cil de ignorar.<\/p>\n\n\n\n<p>Considere essas maravilhas de duas frases como sua isca de primeiro contato para cliques. Depois de inserir sua pesquisa, a meta descri\u00e7\u00e3o \u00e9 a primeira coisa que voc\u00ea ver\u00e1 no SERP (se o mecanismo tiver usado a descri\u00e7\u00e3o original, \u00e9 claro).&nbsp;<\/p>\n\n\n\n<p>As metadescri\u00e7\u00f5es tamb\u00e9m s\u00e3o importantes porque s\u00e3o frequentemente usadas por <a href=\"https:\/\/prettylinks.com\/pt\/blog\/social-media-linking-best-practices\/\">redes sociais para exibir informa\u00e7\u00f5es quando voc\u00ea criar um link<\/a> uma p\u00e1gina. Omiti-los pode prejudicar seus esfor\u00e7os de compartilhamento social.&nbsp;<\/p>\n\n\n\n<div style=\"height:53px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Makes_the_Best_Meta_Descriptions\"><\/span><strong>O que faz as melhores meta descri\u00e7\u00f5es?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As metadescri\u00e7\u00f5es devem seguir todas as regras de engajamento do copywriting: palavras poderosas, verbos e chamadas para a\u00e7\u00e3o. Se voc\u00ea j\u00e1 assistiu a um Vine na \u00e9poca em que eles eram populares, sabe que o fato de ser mais curto n\u00e3o significa ser menos poderoso. Mais curto pode significar mais dif\u00edcil de executar, mas um soco poderoso quando bem feito!<\/p>\n\n\n\n<p>A sua descri\u00e7\u00e3o deve descrever a p\u00e1gina para o usu\u00e1rio com precis\u00e3o, mas tamb\u00e9m convenc\u00ea-lo de que a p\u00e1gina resolver\u00e1 o problema dele. Sua descri\u00e7\u00e3o deve apoiar esses objetivos.<\/p>\n\n\n\n<p>Para criar uma meta descri\u00e7\u00e3o magistral:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Concentre-se em condensar o ponto de sua postagem da forma mais precisa (e vibrante) poss\u00edvel<\/li>\n\n\n\n<li>Use palavras-chave relevantes (o Google as colocar\u00e1 em negrito na descri\u00e7\u00e3o)<\/li>\n\n\n\n<li>Use a voz habitual de sua marca<\/li>\n\n\n\n<li>Diga ao usu\u00e1rio o que fazer com chamadas diretas \u00e0 a\u00e7\u00e3o<\/li>\n\n\n\n<li>Comunicar primeiro as informa\u00e7\u00f5es mais importantes<\/li>\n<\/ul>\n\n\n\n<p>Voc\u00ea tem 160 caracteres para escrever a meta descri\u00e7\u00e3o de sua obra-prima, mas fa\u00e7a o poss\u00edvel para escrever em 155. Dessa forma, suas descri\u00e7\u00f5es ser\u00e3o exibidas na \u00edntegra. Nem sempre \u00e9 poss\u00edvel manter esse tamanho, e tudo bem! Voc\u00ea ainda pode ajudar suas descri\u00e7\u00f5es a aparecerem se:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Evite duplicatas que possam parecer berrantes quando empilhadas nos resultados de pesquisa<\/li>\n\n\n\n<li>Use chamadas para a\u00e7\u00e3o e palavras-chave relevantes<\/li>\n\n\n\n<li>Descreva o que realmente est\u00e1 em seu conte\u00fado<\/li>\n\n\n\n<li>Use seus verbos!<\/li>\n\n\n\n<li>N\u00e3o use aspas (o Google cortar\u00e1 sua descri\u00e7\u00e3o na cita\u00e7\u00e3o)<\/li>\n\n\n\n<li>Sempre que poss\u00edvel, use menos de 155 palavras\u00a0<\/li>\n\n\n\n<li>Use as pr\u00e1ticas recomendadas de reda\u00e7\u00e3o - voc\u00ea est\u00e1 tentando PERSUADIR<\/li>\n<\/ul>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Can_You_Make_Sure_Your_Meta_Descriptions_Show_Up_on_Google\"><\/span><strong>Como voc\u00ea pode garantir que suas metadescri\u00e7\u00f5es apare\u00e7am no Google?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00c9 importante saber como as meta descri\u00e7\u00f5es funcionam para tirar proveito delas. Os mecanismos de pesquisa procuram palavras-chave e frases espec\u00edficas que um usu\u00e1rio digita na pesquisa. Isso significa que sua descri\u00e7\u00e3o precisa incluir frases que correspondam ao seu conte\u00fado o suficiente para corresponder \u00e0 pesquisa de um usu\u00e1rio.&nbsp;<\/p>\n\n\n\n<p>Existem ferramentas que facilitam muito o processo. Usando um plug-in como o <a href=\"https:\/\/prettylinks.com\/go\/allinone\/\" title=\"Link de afiliado do All in One SEO dos plug-ins Semper\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">SEO tudo em um<\/a> ajuda voc\u00ea a manter suas meta descri\u00e7\u00f5es exclusivas e tamb\u00e9m a cri\u00e1-las e atualiz\u00e1-las facilmente. <\/p>\n\n\n\n<p>Dica: use um rastreador de sites como&nbsp;<a target=\"_blank\" href=\"http:\/\/screamingfrog.com\" rel=\"noreferrer noopener\">R\u00e3 gritadora<\/a>&nbsp;para encontrar p\u00e1ginas ou publica\u00e7\u00f5es de blog com meta descri\u00e7\u00f5es ausentes. Dessa forma, voc\u00ea pode entrar e otimizar, otimizar, otimizar!&nbsp;<\/p>\n\n\n\n<div style=\"height:63px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclus\u00e3o<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Suas meta descri\u00e7\u00f5es s\u00e3o uma parte f\u00e1cil e essencial de sua estrat\u00e9gia de SEO. Dominar essas maravilhas de duas a tr\u00eas frases dar\u00e1 a seu <a href=\"https:\/\/prettylinks.com\/pt\/blog\/boost-search-engine-rankings-with-pretty-links\/\">mecanismo de busca<\/a> otimiza\u00e7\u00e3o um impulso significativo, e todos precisam de ajuda para isso hoje em dia. <\/p>\n\n\n\n<p>Mantenha nossas estrat\u00e9gias em mente e voc\u00ea estar\u00e1 escrevendo obras-primas de meta descri\u00e7\u00e3o em pouco tempo!<\/p>\n\n\n\n<p><em>Voc\u00ea preenche seus <a href=\"https:\/\/prettylinks.com\/pt\/blog\/master-the-meta-description-for-better-seo\/\">meta descri\u00e7\u00f5es<\/a> em todas as postagens? Conte-nos sua estrat\u00e9gia nos coment\u00e1rios!<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Antes de mais nada, precisamos esclarecer algo sobre as meta descri\u00e7\u00f5es: elas n\u00e3o s\u00e3o importantes para o sistema de classifica\u00e7\u00e3o do Google.  Se h\u00e1 uma coisa com a qual voc\u00ea pode contar por parte do Google, \u00e9 com informa\u00e7\u00f5es nebulosas e ocultas sobre o que \u00e9 melhor para os mecanismos de pesquisa. As meta descri\u00e7\u00f5es n\u00e3o est\u00e3o isentas dessa obscuridade.  De fato, mesmo...<\/p>","protected":false},"author":23642,"featured_media":4989,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[47,11,66],"tags":[197,100,67],"class_list":["post-4974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-tos","category-marketing","category-seo","tag-meta-description","tag-meta-tags","tag-seo"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Enhance your SEO strategy with expert tips on writing meta description. 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