When users scan search results, it's not just the title tag that draws them in; it's also the line of text beneath it. That short line, known as the meta description, can determine whether a user clicks through to your site or chooses a competing page. Here is an example of a meta description that can appear on Google:

Although often overlooked, meta descriptions serve as valuable signposts for both users and search engines. They can improve your visibility in the search engine result pages (SERPs) and shape first impressions of your content. This guide explores what meta descriptions are, how to write them effectively, where to add them, and why they still matter for search engine optimisation (SEO), even in an era of dynamic snippets and AI-generated content.

What Is a Meta Description?

A meta description is a brief summary of a webpage’s content, written in HTML and placed within the page’s <head> section. Its purpose is to give search engines and users a quick overview of what the page offers.

You’ll typically see it appear below the title tag in the Google search results:

While not a direct ranking factor, a well-crafted description can impact user behaviour, encouraging more clicks and engagement, which search engines may interpret as a signal of relevance.

Do Meta Descriptions Affect SEO?

Meta descriptions are not part of the formula for pure algorithmic ranking (SEMrush). However, their impact on click-through rate (CTR) makes them indirectly important to SEO. If your page stands out in the results and gets more users to click, that engagement can support stronger search performance over time.

Additionally, meta descriptions contribute to the overall user experience. When written clearly and matched to the content, they help people decide whether the page aligns with their needs. In short, they don't boost rankings outright, but they can help get your page seen and visited more often.

How to Write Meta Descriptions That Get Results

Writing a great meta description takes a mix of creativity and common sense. You’re trying to sum up what your page is about in a way that connects with what someone’s actually searching for, while keeping it short and to the point. Here’s how to approach it.

Understand the Reader’s Intent

Before writing anything, ask yourself what the visitor is likely searching for. Is it a product? An answer to a question? A how-to guide? Understanding search intent allows you to position your description as the best match for that need.

When a description mirrors the intent behind a search query, users are more likely to feel that the page will deliver what they’re looking for. That simple sense of alignment can make all the difference.

Write with Purpose

You don’t have many words to work with, generally between 120 and 158 characters, so each one should serve a purpose. Avoid filler, repetition, or vague phrases. Focus on providing a specific benefit or insight, and make sure it relates directly to what the page actually delivers.

Natural Use of Keywords

Including the page’s primary keyword can help reinforce relevance. When the keyword appears in your meta description, Google may highlight it in bold within the snippet, which can increase visibility. But resist the temptation to load your description with keywords. The text should flow naturally and read like a sentence written for a person, not a search engine.

Keep It Unique and Aligned with Page Content

Each page should feature a unique meta description. Duplicating the same text across multiple URLs leads to duplicate meta descriptions, which can hurt user trust and confuse search engines. Worse still, if your meta description doesn’t match the content of the page, users may bounce, something that could signal poor quality to Google.

Descriptions should be honest previews of the page’s content, not bait-and-switch or abstract teasers.

Add a Subtle Call to Action

While not always necessary, a gentle nudge, like “Learn more,” “Explore the guide,” or “Compare your options”, can help guide the reader to take the next step. This doesn’t mean every description should sound like an advert. Instead, the aim is to prompt action by making the benefit of clicking clear.

A well-written meta description should function like a pitch: short, helpful, and confidently delivered.

How Long Should a Meta Description Be?

Although Google does not define a strict character limit, the display space is constrained by pixel width. In practice, this means a meta description length of around 120 to 158 characters is ideal. Go much shorter, and your message may lack clarity. Go too long, and it risks being truncated, especially on mobile devices.

Rather than count characters obsessively, focus on getting your core message across early. That way, if the description is shortened, the most important information remains visible.

Where to Add Your Meta Descriptions

How you upload a meta description depends on the platform your website uses. Fortunately, most content management systems (CMS) simplify the process.

WordPress (Using Yoast SEO)

Yoast is one of the most widely used plugins for WordPress SEO. When editing a page or post, scroll down to the Yoast panel. You’ll find a “Meta description” field under the snippet preview. As you type, a colour-coded bar will indicate whether the length is suitable and whether your focus keyphrase has been used.

This visual feedback helps ensure the meta description supports your overall page SEO efforts.

Shopify

Shopify users can edit descriptions through the admin dashboard. When viewing any product, page, or blog post, scroll to the “Search engine listing preview” and click “Edit website SEO.” From there, add your meta description in the appropriate field and save your changes.

HTML Websites

If you’re working without a CMS, descriptions can be inserted directly into the HTML code. Place the following tag inside the <head> section of your page:

Make sure each page has its own meta description tag. This ensures clarity and avoids duplication.

Other Platforms

Wix, Webflow, Squarespace, and other popular site builders all have sections for editing meta descriptions. These are usually under the SEO settings for each page. If you’re unsure, consult the platform’s support documentation or search for “[platform] + add meta description.”

Will Google Use the Description You Provide?

Not always. Google frequently rewrites snippets in the search results, especially when it detects that the provided meta description doesn’t align with the user’s query. In fact, studies suggest that Google rewrites or replaces descriptions the majority of the time.

That said, writing them isn't a wasted effort. When your description is well-matched to the page and reflects the search queries it’s targeting, it stands a far better chance of being used in full.

Even when the search engine substitutes part of your description, having a clean, structured version in place can influence how snippets are generated—and can still provide consistency across social media, chat previews, and browser tabs.

Common Mistakes to Avoid

Many websites either skip meta descriptions entirely or rush through them without thought. These are some of the most frequent errors:

Overusing keywords: Repeating keywords unnaturally damages readability and may discourage clicks.
Being vague or generic: If your description could apply to any other page, it likely won’t drive clicks.
Mismatched content: When the description promises something the page doesn’t deliver, bounce rates can rise.
Leaving descriptions blank: In the absence of a defined description, Google will generate one, but it may not reflect the best or most relevant summary.
Using the same description across multiple pages: This creates duplicate meta descriptions, which harm page differentiation.

Good writing takes more time, but it’s far more likely to result in a strong return through a higher click-through rate (CTR).

Can AI Tools Help Write Meta Descriptions?

Yes—but with limitations. Several platforms now offer tools that can generate meta descriptions using artificial intelligence. These include plugins like Yoast SEO Premium, Ahrefs’ writing tools, and independent GPT-based services.

These tools are useful for idea generation or scaling up across large sites, especially eCommerce platforms with thousands of product pages. However, they often lack nuance and may produce repetitive or overly generic text.

If you use AI assistance, always review the output manually. Check that the description accurately reflects the page, avoids keyword stuffing, and reads naturally. Treat it as a draft rather than a finished product.

How to Test and Improve Meta Description Performance

Once you’ve added your meta descriptions, it’s worth checking in on how they’re doing. One of the easiest ways to do this is with Google Search Console. Head to the Performance report to see how many times your pages are showing up in search (impressions), how often people are clicking, and your overall click-through rate (CTR).

If you notice a page is being seen a lot but isn’t getting many clicks, that’s usually a sign the meta description could use a tweak. Maybe it needs to speak more directly to what people are looking for, or simply explain the value more clearly. Even small edits to the wording or tone can help.

When you make changes across multiple pages, it’s a good idea to track them in groups and monitor how each set performs over time. This is a simple way to determine what’s actually resonating with your audience.

Meta Descriptions and Social Media

Although social media platforms often use their own tags (like og: description for Open Graph), many will fall back to your meta description if no platform-specific version is available. That’s why having a solid description in place supports not just your search presence but also how your content is previewed when shared in chat apps or on social feeds.

Consistent messaging helps maintain trust and clarity across platforms.

Why Meta Descriptions Still Deserve Your Attention

Despite changes in how search engines generate snippets, meta descriptions remain an essential part of any well-rounded SEO strategy. They shape how your content appears in SERPs, influence click behaviour, and contribute to how users experience your site from the very first impression.

Whether you’re optimising your homepage, a product listing, a blog post, or a landing page, the right description can help your link stand out, and more importantly, get clicked.

When writing meta descriptions:

Make them specific and user-focused
Aim for a character count that won’t get cut off
Include relevant terms without overloading them
Align them with your page’s actual purpose and content
Avoid repetition across your site

In short, treat your meta description tag as a valuable opportunity, not an afterthought.

If you're ready to improve your website's performance in Google and want to start seeing better engagement across your pages, now’s the time to refine your on-page strategy. Our team can help you write, test, and optimise descriptions that not only reflect your brand but actually drive measurable results.

Get in touch today to explore how our SEO services can help elevate your site’s visibility and grow your audience.

What Is a Meta Description and Why Does It Matter for SEO?