Meta description
A meta description is the short text often shown beneath the page title in search results. It is not a direct ranking factor, but a well written description can noticeably increase click-through rate. Search engines sometimes choose a different snippet from the page, however, if they find it more relevant.
A compelling meta description with a clear promise can win more clicks, even from a lower position.
In-depth guide
How to write a meta description that actually raises click-through rate
A meta description sells the click, it does not sell Google on the ranking. Write it for the human scrolling through the search results, not the algorithm.
- Stay around 150-160 characters. Longer usually gets cut off with ”…” mid-sentence, which looks sloppy.
- Promise something concrete. “Read more about SEO” says nothing. “See the 5 most common mistakes that hurt your ranking” gives a reason to click.
- Match the search intent. If the query is “what does X cost,” the description should hint at a concrete answer, not a general sales pitch.
- Write one per page. Duplicate meta descriptions across the site waste the chance to differentiate in the results.
What happens if you do not write one
Google generates its own description from the page’s content, often the first paragraph or an excerpt matching the query. It is rarely as compelling as one written for the purpose. Google also sometimes picks its own version even when a meta description IS set, if it decides another excerpt matches the search better. That is normal, and not a bug you can fix, only something you can make less likely by writing a description that clearly matches the page’s actual content.
Read on
More on seo and optimisation:
Related terms
The whole dictionaryFrom concept to bottom line
Book a free 30-minute call and we will translate the theory into something that moves your numbers.