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Last Updated February 9, 2022
Meta descriptions are summaries of a webpage’s content that appear in search engine results to help users understand what the page is about.
Despite some rumors that meta descriptions no longer matter, these text snippets still serve as powerful tools to hook search engine users and encourage clicks.
While they don’t directly influence the search engine algorithm, writing meta descriptions that are enticing and clear can boost clicks and, in turn, drive more conversions.
In this complete guide, we’ll explore what meta descriptions are, why they matter, and how to write compelling ones that improve your site’s visibility and engagement.
What is a meta description?
A meta description is the snippet of text that appears beneath a page’s title in the search engine results page (SERP) that summarizes the content of that specific page.
Typically, meta descriptions are between 150 and 160 characters and serve to help people decide whether or not to click on the URL.
Meta descriptions allow users to get a glimpse of what your page is all about and help inform their decision whether or not to click the link. (Image via Unsplash)
Why do you need meta descriptions?
Meta descriptions help users and search engines understand what the webpage is about and how well it matches the search query.
While meta descriptions aren’t a direct ranking factor, they can impact click-through rate (CTR), which can have a positive effect on the page’s rankings.
Additionally, when someone shares a link on social media, the description shows up in the preview.
And a high-quality meta description can generate more traffic from social media platforms to your website.
Meta description examples
The meta description is shown below the page link and title tag on the SERP — here are some examples:
Purple Carrot
Purple Carrot’s description of its meal delivery service combines clarity, value, and action in a concise and engaging way.
Why it works:
- A clear value proposition (“discover the power of a plant-based diet”)
- A tangible offer (“receive new plant-based recipes and pre-portioned ingredients delivered to your door each week”)
- Keywords that match intent (“plant-based diet,” “recipes,” and “delivered to your door”)
- It’s compelling without being clickbait
IKEA
IKEA uses emotive words to pull in parents looking for toddler furniture.
Why it works:
- There are clear descriptions of the products offered
- A promise of a reasonable price
- Emotive language (“trust,” “safe,” “durable”)
Fabletics
Fabletics’ meta description tag is strong for conversion-driven retail.
Why it works:
- Descriptive language (“soft is an understatement”)
- Product highlights (“moves with you everywhere”)
- A clear offer (“2 for $24”)
Our only suggestion? The summary could benefit from search-friendly terms like “activewear” or “women’s leggings” earlier in the copy to increase relevance for search.
Best practices for writing effective meta descriptions
To maximize the positive effect of meta descriptions on your search engine optimization (SEO) and pay-per-click (PPC) campaigns, consider these practices.
- Aim for 150–160 characters
- Include the target keyword
- Accurately summarize the page content
- Use proper grammar and punctuation
- Use your brand’s tone of voice
- Add calls to action (CTAs)
- A/B test
- Review old pages
- Speak to people, not search engines
- Leave it blank
- Aim for 150-160 characters
Ensure readers get a complete summary of the content on your page by writing clear and concise meta descriptions.
Google typically displays a maximum of 150-160 characters in desktop search results.
So if your description exceeds this limit, it may get cut off or truncated, replacing the remainder with an ellipsis or omitting key information. This can lead to less clarity and lower CTRs.
When your content is clear, well-structured, and focused around a central idea, Google may enhance your metadata with features like rich snippets or sitelinks, which can improve visibility and click-through rates.
“While structured data isn’t always required, it can increase the likelihood of these enhancements appearing,” says Soto.
2. Include the target keyword
Including the target keyword enforces your page’s relevance to the search query and highlights important terms.
Like all SEO content, keywords should be incorporated naturally in the description. Make sure to include variants in your keyword research to avoid overusing your target phrase and maximize reach.
“If running a localized SEO campaign, include the regional relevance where appropriate for your meta descriptions,” says Soto.
3. Accurately summarize the page content
Meta descriptions should reflect the page content to ensure a positive user experience.
Misleading descriptions will boost your bounce rate for that page and decrease user trust in your site altogether.
“Focus on what the user gains by visiting the page,” says Soto. “What’s in it for them?”
4. Use proper grammar and punctuation
Just like your on-page content, your meta description should be polished and professional to earn the trust of searchers.
A messy meta description is a poor first impression, which leads to lower clicks.
5. Use your brand’s tone of voice
Using your brand’s tone of voice can help improve your brand awareness efforts while attracting more people to your website.
If your site’s messaging is tongue-in-cheek or witty, your descriptions can follow suit.
A meta description isn’t just a technical tool that helps improve your rankings, after all. It’s part of your overall content strategy.
6. Add calls to action (CTAs)
Make your meta descriptions more compelling with action-oriented language or by creating a sense of urgency or curiosity.
When relevant, consider adding CTAs like “download the full version,” “get a free trial,” or “follow this blog to…”
With or without CTAs, bringing urgency into the meta description can help you connect to your audience’s emotions and get the desired clicks.
A call to action can strengthen the searcher’s desire to explore your website. (Image via Rawpixel)
7. A/B test
You can split-test unique meta descriptions to see which works better for your website.
If you can figure out which descriptions generate better traffic, you can adjust them for your entire website.
Further reading: What is A/B Testing? How To Use It + Expert Advice
8. Review old pages
Meta descriptions for older pages may not be in tune with your current keyword strategy. By refreshing descriptions, you could be reviving old posts and bringing more traffic to your website.
While you’re reviewing old pages, check for duplicate meta descriptions. Pages with the same meta description compete for the same search terms, which can hurt the rankings of both.
9. Speak to people, not search engines
Keywords matter, but that shouldn’t be your sole driving force. “Speak directly to what the user is likely looking for and reinforce relevance,” says Soto.
10. Leave it blank
Having trouble coming up with a unique and relevant meta description for one of your pages? Simply leave it blank.
A good example of this is ecommerce companies that have thousands of product pages. Sometimes it makes more sense to take advantage of Google features than to struggle to create a high-quality meta description.
Pro tip: A blank meta description beats pasting in a duplicate one.
Common mistakes to avoid
While a strong meta description can improve your CTR and increase organic traffic, there are some common mistakes that can negatively affect your search rankings:
- Keyword stuffing: While relevant keywords should be included in your meta description, keywords that are used unnaturally or crammed into your summary are a red flag for readers and search engines alike.
- Duplicate descriptions: Multiple URLs with the same meta description can negatively impact SEO.
- Vague or generic text: Meta descriptions are your opportunity to match the reader’s search intent and prove that your webpage’s content is worth reading. A vague or generic description will likely be overlooked.
- Clickbait: Be honest with your content summary to improve trust. Leaning on clickbait will only result in a higher bounce rate.
- Ignoring meta descriptions altogether: While you can leave meta descriptions blank for Google to populate for you, don’t do this for every URL. Skipping meta descriptions means missing a valuable opportunity to influence how your page appears in search and across the web.
- Meta description length that is too long or too short: Avoid cutting off valuable information from your meta descriptions by keeping your character limit under 160.
Case study: meta description optimization
As part of a larger SEO initiative during the last few quarters, HawkSEM updated metadata across key pages of a client’s credit union website, including during a full site migration.
The result?
- 12% increase in organic sessions
- 82% increase in form submissions
- 124% increase in top 10 SERP results
Tools and resources to use
Many SEO tools offer a little guidance when it comes to crafting and optimizing meta descriptions. Here are some top resources to lean on for help:
Google Search Console
- Identifies underperforming pages for optimization opportunities
- Shows CTRs
- Can track how current snippets are performing
Yoast SEO
- Ideal for beginners and content teams working in WordPress
- Highlights character count
- Flags keyword issues
Semrush
- Offers a content template feature
- SEO Writing Assistant
- Includes a competitor snippet analysis
Ahrefs
- Shows how pages appear on the SERP
- Useful for auditing existing descriptions for optimization opportunities
The takeaway
Whether you’re a beginner or an expert when it comes to SEO, meta descriptions are a handy marketing tool that can improve your overall marketing efforts.
The pillars of a good meta description are uniqueness, urgency, relevance, and smart keyword usage. While it’s not a direct ranking factor, a well-written description can improve your CTR and bring more traffic to your website as a result.
Need more help with your content marketing strategy? Let’s chat.
This article has been updated and was originally published in February 2022.
Meta description FAQs
Are meta descriptions important for SEO?
Yes, meta descriptions contribute to your SEO efforts by improving CTR. A well-written meta description can increase the likelihood of a click by signaling that the content aligns with what the user is searching for.
“Meta descriptions continue to play an important role in influencing user behavior,” says Soto. “While they don’t directly affect rankings, they often shape a potential visitor’s first impression of your site in the search results.”
Also, meta descriptions allow search engines to learn what your page is about and how relevant it is to the searcher’s needs. While Google sometimes rewrites the description, it can still use yours to evaluate the page.
Do meta descriptions still matter if Google rewrites them?
Yes, meta descriptions still matter even though Google sometimes rewrites them or populates the content when left empty.
Meta descriptions can still appear in the search results when well-written and relevant to the search intent.
Can meta descriptions influence paid search performance?
Meta descriptions can affect your PPC strategy.
When your website appears on the SERP, the right description can encourage clicks. And when search engines evaluate your website for relevance to the person who sees the ad, these descriptions can affect their decision.
The PPC-meta description partnership works both ways. You can use PPC data while writing high-quality descriptions. “Messaging that works in paid search or social media can translate well into meta descriptions,” says Soto.
By analyzing which ads produce higher CTR, you can identify strong keyword opportunities and use them for your website’s metadata.
Why does Google keep ignoring my meta descriptions?
When Google rewrites meta descriptions, the goal is to make them more relevant to the user’s query.
If the meta description you wrote doesn’t quite match the searcher’s query, but the page’s content does, Google aims to help you and the searcher out by creating a more relevant description.
Should I write my own meta descriptions?
Even though Google rewrites a large portion of title tags and descriptions (76% of title tags were altered in Q1 of 2025), “optimizing them still has value,” says Soto.
“If even a quarter of your pages retain the original copy, that’s a meaningful opportunity to tailor messaging to page intent and audience needs.”
She adds that meta descriptions may not be the highest priority on a time-constrained roadmap, but they remain a best practice that supports engagement, brand clarity, and CTR.
Even if Google-generated descriptions are relevant, they aren’t always enticing and attention-grabbing, since they weren’t written by an actual human.
If you want to have control over how your pages are described on the SERP, you need to create strong meta descriptions on your own.
Where is the meta description located?
The meta description can be found in the <head> section of a website’s code, typically written as a <meta name=”description” content=”…”> tag.
It’s one of several important HTML tags that help search engines understand your site. In most CMS platforms like WordPress, there’s an input field to add this tag without needing to manually edit your code.