Meta description

What is a meta description?

A meta description is an HTML attribute that provides a concise summary of a webpage's content. It appears beneath the page title in search engine results pages (SERPs), giving potential visitors a preview of what they'll find if they click through. While not visible on the actual webpage, this snippet of text plays a crucial role in communicating your page's value proposition to both search engines and users. Meta descriptions are added to your HTML code using the meta description tag, which looks like: <meta name="description" content="Your description text here">.

How do you write an effective meta description?

An effective meta description speaks directly to your target audience and compels them to click. Start by clearly stating what the page offers, using action-oriented language that addresses the user's search intent. Include your primary keyword naturally, but avoid keyword stuffing. Incorporate your unique value proposition—what makes your content better than competing results? Create a sense of urgency when appropriate, and consider adding a clear call-to-action such as "Learn how," "Discover," or "Find out why." Each meta description should be unique to its page and accurately reflect the content users will find after clicking.

Why are meta descriptions important for SEO?

While meta descriptions aren't direct ranking factors, they significantly impact click-through rates, which do influence your SEO performance. A compelling meta description acts as organic ad copy, encouraging users to choose your result over competitors. Higher click-through rates signal to search engines that your content is relevant and valuable, potentially improving your rankings over time. Meta descriptions also help search engines understand your content's purpose and relevance to specific queries. Additionally, well-crafted descriptions reduce bounce rates by setting accurate expectations about your page content, keeping users engaged with your site longer.

What is the ideal length for a meta description?

The ideal meta description length is between 150-160 characters. Google typically displays around 155-160 characters on desktop searches before truncating with an ellipsis (...), while mobile displays show fewer—often around 120 characters. Rather than focusing solely on character count, prioritize creating compelling, concise descriptions that deliver your core message within the first 120 characters. This ensures your main point remains visible across all devices. Remember that Google may dynamically generate different snippets based on the specific search query, sometimes pulling relevant text from your page content instead of using your meta description.

How often should you update your meta descriptions?

Update your meta descriptions when your page content significantly changes, when you notice poor click-through rates in your analytics, or when your target keywords evolve. Seasonal updates can also be effective for timely content or promotions. Regularly review the performance of your highest-traffic pages and experiment with different meta description approaches for underperforming pages. A/B testing different versions can reveal which messaging resonates best with your audience. Additionally, if Google frequently ignores your meta descriptions in favor of pulled content, this suggests your current descriptions may not adequately match search intent—a clear signal it's time for a refresh.