Meta Description Example
A meta description is an HTML snippet that briefly summarises a webpage and may appear under the title in search results.
- Also called
- description meta tag
- Applies to
- all web pages
- Commonly confused with
- title tag
Key points
- A meta description is an HTML snippet that summarises a page and may appear in SERPs.
- It is not a direct ranking factor but can improve click-through rates.
- Recommended length is around 150–160 characters, but pixel-based truncation varies.
- Each page should have a unique description that matches content and search intent.
- Including the primary keyword naturally can help bolded matches in results.
Why it matters
A strong meta description improves click appeal and aligns the snippet with search intent, even though it is not a direct ranking factor. In competitive SERPs, a well-crafted description can be the difference between a click and a pass. For example, an e-commerce product page using 'Buy the X1000 running shoes – free delivery and 30-day returns' is likely to outperform a generic 'Shop our running shoes'. The description also sets accurate user expectations, reducing bounce rate. However, Google may rewrite or ignore the description entirely, so exact phrasing is not guaranteed. The most important message should appear first, as search engines and devices may truncate longer descriptions. When evaluating your own pages, a meta description checker can help verify that each description is unique and within the recommended meta description length. Additionally, the serp snippet that appears in search results is influenced by the meta description, and the title tag works alongside it to form the overall result.
Where it changes your decision
- When you have multiple pages targeting similar keywords: unique meta descriptions prevent cannibalisation and help users choose the right page.
- When your page competes for a featured snippet or rich result: a concise, accurate description can influence snippet selection and increase visibility.
- When optimising for social sharing: meta descriptions often appear in social snippets, so a compelling summary can drive traffic from platforms like Facebook or LinkedIn.
What it is not
- It is not a ranking factor: Google has stated that meta descriptions do not directly affect search rankings, though they influence click-through rates.
- It is not a guaranteed snippet: search engines may rewrite or ignore the description, especially if the page content does not match the query.
- It is not a place to stuff keywords: keyword stuffing makes the description unnatural and may be ignored by search engines or penalised by users.
- It is not a substitute for page content: the description must accurately reflect what the page offers; misleading descriptions increase bounce rate.
Common mistakes
- Using the same description on multiple pages: leads to duplication, reduces relevance, and confuses search engines.
- Writing descriptions that do not match page content: misleads users, increases bounce rate, and damages trust.
- Making descriptions too long: truncation in SERPs cuts off the key message, reducing click potential.
- Keyword stuffing instead of writing a clear sentence: makes the description unreadable and may be ignored by search engines.
- Ignoring a call to action: misses the opportunity to encourage clicks, especially in competitive SERPs. A well-crafted seo meta description should include a clear call to action.
Questions people ask
What is meta description?
A meta description is an HTML tag that provides a brief summary of a webpage. It often appears in search results beneath the title, helping users decide whether to click. While it is not a direct ranking factor, a well-written description can improve click-through rates.
How to write meta description?
To write a meta description, summarise the page content in 150–160 characters, include the primary keyword naturally, and use action-oriented language with a clear call to action. Ensure it matches search intent and is unique per page. Avoid keyword stuffing and place the most important information first to avoid truncation.
What is meta description in SEO?
In SEO, a meta description is an HTML snippet that summarises a page and may appear in search results. It is not a ranking factor but influences click-through rates by setting user expectations. Best practices include keeping it within 150–160 characters, matching content, and using unique descriptions per page.
What is meta description in WordPress?
In WordPress, a meta description is a custom field or part of an SEO plugin that lets you write a summary for each post or page. It works the same as any meta description: it may appear in search results and should be unique, accurate, and within the recommended character length.
Sources
- Google Search Central Best source for how Google handles meta descriptions, snippets, and search result display.
- Google Search Central: Snippets Explains how Google generates and may rewrite search result snippets.
- Yoast Clear practical guidance on writing meta descriptions and character limits.
- Ahrefs Widely cited SEO reference for best practices and implementation.
Written and maintained by Nora Lindholm. Last updated 27 July 2026.
Spotted an error? Email me — corrections are logged and credited on the entry. Outbound links are unpaid; most are nofollow.