A meta description is the short text snippet (typically 150-160 characters) that appears below your page title in search engine results. While not a direct ranking factor, meta descriptions significantly impact click-through rates from search results.
Why Meta Descriptions Matter
They’re your sales pitch in search results, influencing whether users click your listing. A compelling meta description can dramatically improve click-through rates. Higher click-through rates signal relevance to search engines. They provide context about page content before users visit. On social media, they often appear when links are shared.
Writing Effective Meta Descriptions
Keep them between 150-160 characters to avoid truncation. Include primary keywords naturally, Google bolds matching search terms. Focus on benefits and value, not just features. Include a call-to-action when appropriate. Make each page’s description unique. Write for humans first, search engines second.
Meta Description Best Practices
Front-load important information in case of truncation. Use active voice and actionable language. Accurately represent the page content, don’t mislead. Include the target keyword but avoid stuffing. Consider adding emotional triggers or urgency when relevant. Test different descriptions to see what drives clicks.
When Google Rewrites Meta Descriptions
Google doesn’t always use your meta description. If your description doesn’t match the search query, Google may pull text from your page instead. This happens when your meta description is too short, too long, keyword-stuffed, or generic. If Google consistently ignores your meta description, it may not be relevant enough.
Meta Descriptions for Different Page Types
Homepage - Concise company value proposition. Product pages - Key features and benefits. Blog posts - Preview of main insights or takeaways. Service pages - What you offer and who it’s for. Local pages - Location and service area specifics.
Common Mistakes
Duplicate meta descriptions across multiple pages waste opportunities. Keyword stuffing makes descriptions unreadable. Being too vague fails to entice clicks. Exceeding character limits causes truncation. Missing meta descriptions altogether means Google chooses text, often poorly.
Technical Implementation
Meta descriptions live in the HTML head section using a meta tag. Content management systems typically provide fields for easy entry. For large sites, consider dynamic generation based on page content. Use testing tools to preview how they’ll appear in search results. Regularly review and update based on performance data.