Meta Description
A meta description is an HTML tag in a page's <head> that provides a short summary of the page, often displayed as the snippet under the title in search results.
- Also called
- description tag, meta description tag
- Applies to
- on-page SEO, SERP snippets
- Commonly confused with
- title tag, meta keywords tag
Key points
- Meta descriptions are displayed in SERP snippets but do not directly influence rankings.
- Each page should have a unique meta description to avoid duplication and better match intent.
- The recommended length is around 150–160 characters, but mobile truncation can be tighter.
- Including a call to action can improve click-through rate from search results.
- Google may rewrite the meta description if it finds a better match from the page content.
How it works
A meta description is an HTML meta tag placed in the page's <head> section. It summarises the content of a webpage in a short, readable way. Search engines often display it below the title tag in search results, forming part of the SERP snippet.
The tag is written using the format <meta name="description" content="Your summary here">. There is no fixed character limit, but a common recommendation is around 150–160 characters, with tighter truncation on mobile. Google may replace the written description with a different snippet from the page if it better matches the search query.
The meta description is mainly a snippet optimisation element, not a direct ranking signal. Its primary purpose is to help searchers quickly understand whether a page matches their intent.
Why it matters
Meta descriptions influence click-through rate by helping searchers decide which result to click. A strong, unique description can improve SERP engagement and support better traffic quality, even though it does not directly determine rankings.
When descriptions are missing, duplicated, or poorly written, Google may generate a snippet that does not reflect the page's value, potentially reducing clicks. The meta description works alongside the seo title and description to attract clicks, so treating it as a separate optimisation task is important.
For SEO practitioners, investing time in writing page-specific descriptions that match search intent can lead to higher click-through rates and more relevant visitors.
Where it changes your decision
- When writing a new page, you decide to write a unique meta description instead of leaving it blank, giving you control over the snippet.
- When auditing existing pages, you decide to fix duplicate descriptions by rewriting each to match the page's unique selling proposition.
- When optimising for a specific keyword, you decide to include it naturally in the description, but only if it reads well for humans.
What it is not
- Belief: Meta descriptions are a direct ranking factor. Correction: Google has stated they do not directly influence rankings; they affect click-through rate.
- Belief: The meta description must be exactly 160 characters. Correction: Character limits are flexible and vary by device and query; Google may show different lengths.
- Belief: You should stuff keywords into the description. Correction: It should use natural language that reflects the page content and reads well for humans.
- Belief: The meta description is the same as the title tag. Correction: The title tag is a separate element that appears as the clickable headline; the meta description is the summary below it.
Questions people ask
What is meta description?
A meta description is an HTML tag placed in the page's <head> that provides a short summary of the webpage. It is often displayed below the title in search results as part of the snippet. It helps searchers understand the page content and influences click-through rate, but it is not a direct ranking factor.
How to add meta description?
To add a meta description, edit the HTML <head> section of your page and insert <meta name="description" content="Your summary here">. In content management systems like WordPress, you can use an SEO plugin such as All in One SEO or Yoast to add the description without editing code directly.
How to add meta description in WordPress?
In WordPress, you can add a meta description using an SEO plugin. After installing a plugin like All in One SEO or Yoast, edit the page or post and enter your description in the provided meta description field. The plugin will then insert the tag into the page's <head> automatically.
What is meta title and meta description in SEO?
The meta title (or title tag) is the clickable headline that appears in search results, and the meta description is the summary below it. Both are HTML elements that help searchers decide whether to click a result. They are separate fields: the title tag is a ranking factor, while the meta description primarily influences click-through rate.
Sources
- Google Search Central Primary source for how Google uses snippets and meta descriptions in search results.
- Moz Meta Description Guide Well-known SEO reference that explains the tag, placement, and writing basics.
- Google Search Central: Snippets Explains how Google generates and may rewrite search result snippets.
- Yoast Meta Descriptions Practical SEO guidance on length, uniqueness, and writing for click-throughs.
- Seobility Wiki: Meta Description Concise definition and common best-practice guidance for wiki-style pages.
Written and maintained by Nora Lindholm. Last updated 27 July 2026.
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