A meta description is a short snippet of HTML code (typically 150-160 characters) that summarizes a page’s content, per the guidance published on Google Search Central (opens in new tab). Search engines often display it directly under the clickable title in search results, though they may also generate their own snippet if it better matches the search query.
Writing One That Actually Gets Clicked
A meta description works best when it reads like a genuine reason to click rather than a keyword-stuffed summary — mentioning a specific benefit, a location, or what makes the page worth the visitor’s time. Google sometimes overrides it with its own generated snippet if the written one doesn’t closely match the search query, so keeping it accurate and specific to the page’s actual content matters.
Every page should have its own unique meta description — leaving it blank or duplicating the same one across many pages wastes a genuinely useful piece of click-through real estate.
Including the specific location or service mentioned in the page’s content, rather than a generic company-wide summary, tends to match search intent more closely and pull in more qualified clicks.
People also ask
Does meta description affect ranking?
Not directly as a ranking factor, but a compelling meta description improves click-through rate from search results, which is itself correlated with better performance over time.
See also
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