What Is a Meta Description? (+ SEO Tips and Tricks)

What Is a Meta Description?

A meta description tag is an HTML element that provides a short summary of a webpage. It can appear as a snippet below the page’s URL and title in Google’s search engine results pages (SERPs).

Google automatically generates a snippet of your pages based on the search query, the content on the page, and the page’s meta description. Whichever Google believes most adequately addresses the user’s search intent.

This means:

Your meta descriptions should be unique, descriptive, and relevant to the page.

Here’s what a meta description can look like on a SERP:

To provide a meta description for a page, add it in the <head> section of each page’s code. Within a meta description tag, like so:

<meta name="description" content="Learn how to develop a tone of voice for your brand and use our template to get started.">

Most content management systems (CMSs) and SEO plugins allow you to add and edit HTML meta descriptions by typing in a designated field.

Here’s an example from WordPress:

Note:

Short descriptions can also appear in link previews on social media and other platforms. These are usually taken from the Open Graph tag called the “og:description.” If you don’t supply one, the platform might display your HTML meta description (a type of meta tag) instead.

Further Reading:

Are Meta Descriptions Important for SEO?

Meta descriptions are really important for SEO, even though they aren’t a direct ranking factor. They’re used to generate snippets that tell searchers about your page and help you stand apart from competitors on the SERP.

An effective snippet convinces more people to click on your link, increasing your click-through rate (CTR) and brand awareness. Both are primary goals of most SEO efforts.

Additionally, Google may bold keywords from the query (or other highly relevant text) that are found in your meta description. This helps users to scan results and find pages that match their needs, thus increasing CTR.

It’s best to control your site’s snippets as much as possible to protect your branding. That’s why you need to write effective meta descriptions.


Should You Set Meta Descriptions on Every Page?

Setting meta descriptions for all your pages is a good idea, but not always mandatory. Google doesn’t always use your meta descriptions, as it auto-generates snippets based on user queries or information from the page.

If Google believes your HTML meta description doesn’t satisfy the searcher’s intent, it may generate a different snippet for you.


When Google does display your meta description, it’s an opportunity for you to feature a compelling and clickable snippet. By always providing a meta description, you have a better chance of controlling the narrative.

However, setting a meta description for every page can be time-consuming. If you’re pressed for time, prioritize key landing pages, product pages, and any content that you want to rank.

If you really don’t want Google to display a snippet (auto-generated or otherwise), use the “nosnippet” meta tag. This tells Google not to show any text or image preview for that page in the SERPs.

Tip:

You can quickly check if your site has missing or duplicate meta descriptions with Site Audit. Just run an audit, head to the “Issues” tab, and write “meta description” in the search bar.


How to Write an SEO Meta Description (+ Best Practices)

Use the following best practices to write better meta descriptions:

  1. Keep Meta Descriptions to 105 Characters (or 680 Pixels) in Length: Wondering how long should a meta description be? We recommend a meta description length of 680 pixels or around 105 characters. This gives you space to write an effective summary while reducing the risk of truncation in the SERP.

    Google cuts off meta descriptions at around 960 pixels (approximately 152 characters) on desktop and 680 pixels (approximately 105 characters) on mobile. You might see higher estimations out there—155 characters is a common meta description length recommendation.

    Tip: Keep important information close to the start of your meta description to grab readers’ attention and avoid important information getting truncated.

  2. Include Your Target Keyword: Each meta description should include the page’s primary keyword—the main search query you want the page to rank for. This won’t affect your SEO directly but can encourage users to click. Especially because Google often bolds words that appear in or are synonyms of the query.

  3. Give the User What They Want to See: Understanding search intent (what the searcher wants to achieve) is key to writing an effective meta description. Perform search intent analysis before writing meta descriptions to assure searchers you have what they’re looking for.

  4. Include a Call to Action: Calls to action (CTAs) tell searchers what they should do next. Use them in your HTML meta descriptions to prompt clicks. Examples include "Shop online," "Learn more," and "Try for free."

  5. Ensure Every Meta Description Is Unique: Write a unique meta description for every page that might appear in Google (i.e., indexable pages). This way, you can tell users exactly what each page is about and maximize your CTR.

  6. Include Important Product Information: If you are writing a meta description for a product page, provide information about the product’s features, benefits, and key stats. This way, users know that they’re clicking on the result that matches their intent and expectations.

Meta Description Tools:

Use these meta description tools to save time and boost your organic CTR:

  • Site Audit: Check your site for missing and duplicate meta descriptions.

  • On Page SEO Checker: See if Google is rewriting your meta descriptions.

  • Google / Keyword Overview: Review your competitors’ snippets.

  • SplitSignal: Perform A/B tests on your meta descriptions.

  • To The Web’s SERP Preview Tool: Measure meta description length.


By following these guidelines and utilizing the right tools, you can craft compelling meta descriptions that enhance your website’s visibility and click-through rate. If you need assistance with optimizing your meta descriptions or other SEO efforts, feel free to contact us.