Meta Description
An HTML attribute that provides a brief summary of a web page.
Detailed Explanation
While not a direct ranking factor, meta descriptions are displayed in the SERPs and act as 'ad copy' for your page. A compelling, relevant meta description increases the likelihood that a user will click your link. It should be unique for every page and typically between 120-160 characters.
Quick Summary
The meta description (`<meta name="description" content="...">`) is the snippet shown under your page title in search results. It's not a ranking factor, but it dramatically affects CTR. Treat it as ad copy, it's a free 160-character pitch to convince searchers to click your result over competitors.
Key Takeaways
- Optimal length: 120-160 characters (Google often truncates beyond ~158).
- Every page needs a unique meta description, duplicates flag as a warning in Search Console.
- Google may rewrite your meta description based on the query, happens ~70% of the time.
- Include target keyword naturally, bolded in SERPs when it matches the query.
- Lead with the value proposition, end with a soft CTA.
When to use it
- Landing pages, convert clicks into qualified leads with intent-matched descriptions.
- Blog posts, preview the article's key insight to drive curiosity clicks.
- Product pages, surface the unique selling point (price, feature, guarantee).
- Glossary entries, tease the definition + practical value.
Common Mistakes
- Stuffing keywords, Google may rewrite or ignore the description.
- Generic boilerplate copied across multiple pages.
- Mismatched with on-page content, Google will rewrite from page text instead.
- Forgetting the meta description entirely, Google generates one from page content, often poorly.
- Overly long descriptions that get truncated mid-sentence.
Meta Description, Frequently Asked
Does the meta description affect rankings?
Not directly. But better CTR → better dwell signals → indirectly improved rankings.
Why does Google rewrite my meta description?
Google rewrites when it thinks the original doesn't match the search query well. Write descriptions that work across multiple intents to reduce rewriting.
What's the ideal length?
120-160 characters for desktop; ~120 for mobile. Front-load critical info in case of truncation.