What is Meta Description?
Definition
A meta description is an HTML attribute that provides a brief summary of a web page's content, appearing below the title in search results to help users understand what the page offers.
Why meta description matters
Meta descriptions matter because they influence whether users click your result. While not a direct ranking factor, compelling meta descriptions improve click-through rates, which can indirectly benefit rankings through user engagement signals.
Meta descriptions are your opportunity to sell your content to searchers. A well-crafted description that matches user intent and promises value can dramatically increase clicks compared to auto-generated snippets.
Consistent, quality meta descriptions across your site also contribute to a professional appearance in search results, building brand credibility and trust.
Key concepts and types
- •Character limits
Google typically displays 150-160 characters before truncating descriptions. - •Click-through optimization
Writing descriptions that entice users to click through to your content. - •Keyword highlighting
Search terms appearing in meta descriptions are bolded in results, drawing attention. - •Auto-generated snippets
What search engines display when no meta description is provided or when they choose different content. - •Unique descriptions
Each page should have a distinct meta description relevant to its specific content.
Common misconceptions
- ✕Meta descriptions directly affect rankings
- ✕Google always uses your meta description
- ✕Meta descriptions should be stuffed with keywords
- ✕The same meta description can work for similar pages
- ✕Meta descriptions aren't important anymore
Related terms
FAQs
What's the ideal meta description length?
Aim for 150-160 characters. Google may display up to 160 characters on desktop, but mobile results show fewer. Front-load important information in case of truncation.
Why does Google show a different description than my meta description?
Google sometimes generates its own snippet if it believes page content better answers the specific query. This happens more often with broad or poorly-written meta descriptions.
Should every page have a unique meta description?
Yes. Duplicate meta descriptions provide poor user experience and miss opportunities to optimize for specific page content and target queries.