SEO-Metadata Optimisation

Difference between Description, Abstract and Open Graph

It is generally not a good idea to use exactly the same text for all fields:

  • SEO Description for search engines [description]
  • Metadata Summary [abstract]
  • Open Graph description [og_description]
  • Social media [description]

Although the texts are often very similar, they serve slightly different purposes and have different optimal lengths and contexts.

Why you should NOT keep them identical

FieldPurposeOptimal LengthMain Consideration
SEO Description (metadata [description])Displayed in the search results (SERP) of Google, Bing, etc.Maximum 155-160 characters (what Google shows).Should be relevant and encourage clicks (CTR).
Metadata Summary ([abstract])Historically used by some search engines or internal systems. In modern SEO often obsolete or similar to the SEO description.Variable (often longer than the description).If your CMS still uses this field, fill it in, but the focus should be on description.
Open Graph Description ([og_description])Used when the page is shared on social media (Facebook, LinkedIn, X/Twitter) or via chat apps.Longer than SEO description. Around 200-300 characters is shown well by platforms.Should be socially engaging, evoke emotion and encourage sharing/interaction.
Social media (X/Twitter Card, etc.)Specific to platforms like X/Twitter, which sometimes use their own, shorter limits, although they often fall back on og_description.Often shorter (e.g. around 200 characters).The text should be direct and catchy.

Best Practice (Advice)

  1. Use SEO Description as Basis: Write one strong text of around 155-160 characters that contains the core message and encourages clicks.
  2. Extend for Open Graph (og_description): Take the SEO description and add 50-100 characters to provide more context, a social call-to-action or an emotional trigger. Social media often shows more text and you can use that space.
  3. Keep abstract and description the same: If your CMS requires both description and abstract, you can keep them the same for simplicity, unless you have specific reasons to differentiate them.

Conclusion: It is efficient to keep the basic content the same, but vary the length and focus to meet the requirements and reading habits of search engines versus social media platforms.

1. SEO Description for search engines [description] (Short & Relevant)

This is the text that appears on Google. It should convey value at a glance and stay under 160 characters to be shown in full.

  • Sample text: Start with the basics here: get to know the TYPO3 Content Editor. Essential knowledge and first steps for every backend user on day 1.
  • Length: 149 characters (Perfect for Google)

2. Open Graph description [og_description] (Longer & Socially Attractive)

This is the text that appears when the link is shared on platforms like Facebook or LinkedIn. You have more space, so you can add more details and a stronger call-to-action.

  • Text: Ready to get started with TYPO3? Day 1 of our training covers all the essential basics and functionalities of the Content Editor. Master text editing, media uploading and page structure. Register today!
  • Length: 259 characters (Good for social media)

Comparison and Focus

FieldFocusMain Difference
SEO DescriptionSearch engines (Google)Short, contains relevant keywords, focus on information and what the user learns.
Open Graph DescriptionSocial Media (Facebook/LinkedIn)Longer, contains an emotional or urgent tone, strong call-to-action ("Subscribe!"), and provides a little more detail about the content.

In this way, the texts are consistent in their message but optimised for the specific channel on which they are displayed.

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