What is a Meta Description?
A meta description is a short summary of a webpage that appears in search engine results pages (SERPs) alongside the URL and the title.
It typically includes one or two sentences that offer a quick preview of what the page is about and encourages users to click through to visit it.
Meta descriptions are a key part of on-page SEO, as they can influence click-through rates (CTR) and help search engines interpret the content of the page more effectively.
How does it appear in HTML?
The meta description is one of the several HTML components used to describe a webpage's content to search engines, helping them display information properly on SERPs.
Its main function is to give search engines a summary of the page’s content, aiding them in understanding the topic and structuring it accordingly in results.
The standard format for a meta description looks like this:
<head>
<meta name="description" content="A brief description of any given web page. It will define the content of the page.">
</head>The name attribute identifies the tag as the meta description.
The content attribute contains the description text, which ideally should not exceed 155–160 characters to ensure it displays properly in search results.
Can you find it on social media?
Yes, meta descriptions also show up in social media link previews when someone shares a URL.
If a webpage does not have a defined meta description, the social platform may automatically extract text from the beginning of the page’s content or, in some cases, show nothing at all.
Is meta description essential to SEO?
According to Google, meta descriptions are not used directly as a ranking factor in search engine algorithms.
As John Mueller states:
While meta descriptions do not impact rankings directly, they still play a critical role in drawing user interest, increasing traffic, and improving potential conversions.
A well-written and relevant meta description can increase the chances of users clicking on a link, which improves CTR.
A higher CTR signals to search engines that a page is useful and relevant to users, which can contribute indirectly to better ranking positions over time.
It’s important to note that even if you provide a meta description, Google may choose to override it and display a different snippet based on what it thinks is more appropriate.
So, while writing a good meta description is highly recommended, there is no guarantee that it will always appear in the SERPs.
Why would Google not choose your meta description?
Google doesn’t always display your provided meta description in search results. That’s because it might generate one that it considers more relevant or appealing to users.
As Google explains:
Google will sometimes use the
<meta name="description">tag from a page to create a snippet in search results, but only if we believe it provides users with a better and more accurate overview than one derived from the page content itself.
In most cases, Google rephrases or replaces the meta description by pulling text directly from the page’s visible content.
The description Google shows may be very different from the one you originally wrote.
According to a 2020 study, over 70% of pages on the first page of Google search results had their meta descriptions rewritten or replaced by Google.
This means that even if your page has a meta description tag, there’s a strong likelihood that Google will display an alternative version.
The two most common reasons why Google might ignore your meta description include:
The description doesn’t accurately reflect the page’s content.
The summary isn’t helpful or relevant enough for the search query.
What makes a good meta description?
Crafting a solid meta description is crucial to improving CTR and user engagement.
Here are key elements that define a high-quality meta description:
Be careful about the length
There’s no absolute character limit, but SEO professionals generally suggest staying within 130 to 153 characters.
As Google states:
A page’s meta description tag provides a summary for both users and search engines. It can be a sentence, two, or a short paragraph.
Note that Google measures meta descriptions by pixel width, not characters.
On desktops: ~960 pixels
On mobile: ~680 pixels
If your meta description is too long, Google will truncate the extra text, so aim to keep it within these display limits.
Specify it
Make sure each meta description is unique and tailored to the specific page. Avoid reusing the same description across multiple pages.
If you can't create a unique description for every page, it’s better to leave the field empty—Google will automatically generate one that suits the content.
Make it easy to understand
Write your meta description with the user in mind. It should clearly and concisely explain what the page offers, using straightforward language that aligns with the search intent.
Your goal is to give users a compelling reason to click the link.
Include keyphrase
Your focus keyword or keyphrase should be included naturally within the meta description. This can help reinforce topic relevance for search engines and appeal to users searching with that term.
However, avoid keyword stuffing—forcing the keyword unnaturally can hurt readability and reduce engagement.
Provide call-to-action
A clear call-to-action (CTA) encourages users to take the next step—whether it's reading an article, making a purchase, or exploring more content.
Good examples of CTAs include:
"Read more"
"Shop now"
"Get started"
"Learn how"
CTAs give users direction and can improve engagement and conversions.
Make it concise
A concise meta description is both informative and to the point.
Avoid filler words or overly long explanations. The goal is to deliver the message clearly and quickly so users immediately understand the page’s value.
Make it relevant
Always make sure your meta description aligns with the actual content of the page.
Irrelevant or misleading descriptions can increase bounce rate, where users leave your site quickly after realizing it doesn’t match their expectations.
Relevance improves user satisfaction and long-term SEO performance.
Would you do it for every single page?
Writing meta descriptions for every page on a large website can be time-consuming and sometimes impractical.
In such cases, prioritize writing descriptions for the most important pages—like your homepage, category pages, or top-performing content.
Google Search Central advises:
If you don't have time to create a description for every single page, try to prioritise your content; at the very least, create a description for the critical URLs like your home page and popular pages.
Takeaway
A meta description is a short summary that appears in search results alongside the page title and URL. It’s an HTML element that helps both search engines and users understand what a page is about—and also appears in link previews on social media.
While it doesn’t directly impact rankings, a well-written and relevant meta description can improve click-through rates, which may positively influence SEO performance.
To create effective meta descriptions, focus on making them relevant, specific, easy to understand, and enticing—without overusing keywords or repeating the same content across multiple pages.