What Meta description means
Meta descriptions do not directly affect rankings, but a clear one can improve how many people click. Google sometimes rewrites them using text from the page. Write them for people: what the page offers and why it is worth a click.
Why it matters for your website
The meta description is often the sales pitch searchers read before deciding to click. A clear, specific summary can win clicks over a competitor ranking right beside you. Google says it doesn't use meta descriptions as a ranking factor, but more clicks still means more visitors.
Example
A tax preparer's page has a description that says 'Book same-week tax prep in Skokie. Personal and small business returns, flat fees, evening hours.' It tells searchers exactly what they get.
Tips
- Write a unique description for each important page that matches what the page offers.
- Include a reason to click, like a benefit, location or offer.
- Keep it short enough that the main point appears before it might get cut off.
Common mistakes
- Using the same meta description on every page of the site.
- Stuffing in keywords so the description reads awkwardly and turns people away.
Questions about Meta description
What is Meta description?
A short page summary in the HTML that search engines may show under your title in results.
Why is Google showing a different description than mine?
Google may write its own snippet from your page content when it thinks that better matches the search. Clear, accurate descriptions make it more likely Google uses yours.
How long should a meta description be?
Google has no fixed character limit and cuts snippets to fit the screen. Aim for a short summary that makes its point in the first sentence or two.
