What Is a Meta Description? How to Write Meta Descriptions That Get Clicks (Length, Examples, Mistakes)

A meta description is an HTML tag that gives a short summary of a web page (about one or two sentences). Search engines may show it as the snippet under your title in search results. It isn't a direct ranking factor, but a clear, compelling meta description can increase click-through rate, bringing more visitors from the same rankings. Aim for roughly 120–160 characters, include the main keyword naturally, describe the page's value and add a reason to click.

What a meta description looks like

<meta name="description" content="Fast, mobile-friendly websites for dental clinics with online booking and WhatsApp. See prices and examples, then book a free call.">

In Google, it may appear as the grey text below the blue title link.

Do meta descriptions affect SEO?

• Not a direct ranking factor in Google
• Indirect value: better snippets can earn more clicks, and matching words in the searcher's query may be bolded
• Social shares often fall back to the meta description if no Open Graph description is set

Ideal meta description length

Google truncates snippets by pixel width, not characters. Practical guidance:

• Desktop: around 150–160 characters often display fully
• Mobile: around 120 characters
• Put the most important information first

There's no penalty for longer descriptions, but they'll be cut off.

How to write a good meta description

1. Summarise the page accurately (match the content)
2. Include the primary keyword naturally (see How to choose keywords for SEO)
3. Lead with the benefit or answer
4. Add specifics: prices, numbers, location, timeframes
5. Include a call to action: "Book a free call", "See examples", "Learn how"
6. Make each one unique across your site
7. Use active voice and plain language
8. Avoid quotation marks that may truncate in HTML

Meta description examples

Why Google rewrites meta descriptions

Google often generates its own snippet from page content when it believes another passage better matches the specific query. You can't prevent this entirely, but accurate, query-relevant descriptions and clear content near the top of the page improve the chance yours is used.

How to add a meta description

Meta description vs title tag vs meta keywords

Common mistakes

• Missing descriptions (Google picks random text)
• Duplicate descriptions across many pages
• Keyword stuffing
• Misleading descriptions that don't match the page
• Too long with key info at the end

(Bigger picture: What is SEO?, How to get on the first page of Google.)

Frequently asked questions

What is a meta description?

An HTML tag summarising a web page's content, often shown by search engines as the snippet below the page title in results.

How long should a meta description be?

Around 120–160 characters, with the most important information first, since Google truncates by pixel width.

Do meta descriptions help SEO?

Not directly as a ranking factor, but compelling descriptions can increase click-through rates from search results.

Why is Google not showing my meta description?

Google may generate a different snippet from your page content if it better matches the search query.

Should every page have a meta description?

Ideally yes, especially important pages. Each should be unique and accurately describe the page.

Are meta keywords still used?

No. Google ignores the meta keywords tag for ranking, so it's unnecessary.