What is a Meta Description?

A meta description is the brief text snippet that appears below the meta title in search results. It summarizes what the page is about and helps searchers decide whether to click.

Google doesn't always use your meta description - sometimes it pulls text from the page that it thinks better matches the query. But when it does use yours, it's prime real estate.

Why meta descriptions matter

Meta descriptions don't directly affect rankings. Google confirmed this years ago.

But they affect something that does matter: click-through rate.

A compelling description convinces people to click your result instead of a competitor's. More clicks mean higher click-through rate, which signals to Google that your result is relevant. Over time, that can influence rankings.

Think of the meta description as your ad copy in search results. Same title, same position - but a better description can mean more traffic.

How long should a meta description be?

Aim for 150-160 characters. Google typically truncates anything longer.

Too short isn't ideal either. If you write 50 characters, you're wasting space that could convince someone to click.

Mobile results show fewer characters than desktop, so front-load the most important information.

How to write a good meta description

Summarize the value

What will the reader get from this page? Lead with that.

Weak: "This article discusses blog post introductions and various techniques."

Better: "Learn the 3-sentence formula for blog introductions that hook readers in seconds. With examples you can steal."

The second version tells you exactly what you'll get and why it's worth your time.

Include the keyword

Work your target keyword in naturally. When someone searches that term, Google bolds matching words in the description - making your result stand out.

Don't force it awkwardly. Once is enough.

Add a call to action

Give people a reason to click. Phrases like "Learn how," "Find out," "Get the template," or "See examples" nudge action.

Without CTA: "Blog post introductions are important for keeping readers engaged."

With CTA: "Learn how to write blog post introductions that keep readers scrolling. Includes a plug-and-play template."

Make it unique

Every page should have its own meta description. Duplicating the same description across pages looks lazy to users and wastes an opportunity to tailor your pitch.

Common meta description mistakes

• Leaving it blank: Google will auto-generate something, which might not represent your page well
• Keyword stuffing: "SEO tips, best SEO tips, SEO advice, SEO guide" reads like spam
• Being too vague: "This is a great resource about marketing" tells nobody anything
• Writing for robots: The description is for humans. Write like a human.

How to add a meta description

In most CMS platforms, there's a dedicated field:

• WordPress: Use Yoast, RankMath, or similar SEO plugins
• Webflow: Page settings → SEO Settings
• Static sites: Usually in the page's frontmatter

If you're using a tool like PostGenius, the SEO panel shows whether your meta description hits the right length and includes your keyword.

Don't skip this step. It takes 30 seconds and directly affects how many people click through to your content.