What Is a Meta Description?
A meta description is an HTML element that provides a short summary of a webpage. It can appear as a snippet below the page's URL and title in Google's search engine results pages (SERPs).
Google automatically generates a snippet for your pages. It bases this snippet on the search query, the content on the page, and the page's meta description.
Google selects the option it believes best addresses the user's search intent.
This means your meta descriptions should be unique, descriptive, and relevant to the page.
Here is what a meta description can look like on a SERP:
To provide a meta description for a page, add it in the <head> section of the page's code within a meta description tag, like so:
<meta name="description" content="Learn how to develop a tone of voice for your brand and use our template to get started.">Most content management systems (CMSs) and SEO plugins allow you to add and edit HTML meta descriptions by typing in a designated field.
Here is an example from WordPress:
Further reading:
Are Meta Descriptions Important for SEO?
Yes, meta descriptions are important for SEO, even though they aren’t a direct ranking factor.
Meta descriptions generate snippets that inform searchers about your page and help you stand apart from competitors on the SERP.
An effective snippet convinces more people to click on your link. This increases your click-through rate (CTR) and brand awareness, which are primary goals of most SEO efforts.
Google may also bold keywords from the user's query (or other highly relevant text) found in your meta description.
This helps users scan results and find pages that match their needs, thus increasing CTR.
Here is an example:
Controlling your site's snippets as much as possible is important for protecting your branding.
That’s why you need to write effective meta descriptions.
Further reading: What Are Rich Snippets & How to Get Them
Should You Set Meta Descriptions on Every Page?
Yes, setting meta descriptions for all your pages is beneficial, but it’s not always necessary.
Google doesn’t always use your meta descriptions because it auto-generates snippets based on user queries or information from the page.
If Google believes your HTML meta description doesn’t satisfy the searcher's intent, it may generate a different snippet for you.
For example, when we searched for "what does SEO stand for," Google displayed the meta description written by our team:
But when we searched "what is SEO," Google replaced the meta description with more relevant text from the page:
When Google does display your meta description, it’s an opportunity to feature a compelling and clickable snippet.
By always providing a meta description, you have a better chance of influencing how your page appears in search results.
However, setting a meta description for every page can be time-consuming. If you have limited time, prioritize key landing pages, product pages, and any content that you want to rank.
If you don’t want Google to display a snippet (auto-generated or otherwise), use the "nosnippet" meta tag. This tells Google not to show any text or image preview for that page in the SERPs.
Further reading: Meta Robots Tag & X-Robots-Tag Explained
How to Write an SEO Meta Description (Best Practices)
Use these best practices to write effective meta descriptions.
1. Keep Meta Descriptions to 105 Characters or 680 Pixels in Length
How long should a meta description be?
We recommend a meta description length of 680 pixels or around 105 characters. This length gives you space to write an effective summary while reducing the risk of truncation in the SERP.
Although there is no technical length limit on an HTML meta description, Google truncates snippets based on available space.
Truncated meta descriptions can hurt your CTR.
For example, consider this meta description:
Generally, Google cuts off meta descriptions at around 960 pixels (approximately 152 characters) on desktop and 680 pixels (approximately 105 characters) on mobile.
You might see higher estimations elsewhere—155 characters is a common meta description length recommendation.
The exact number of characters displayed in a snippet depends on various factors, such as:
- The user's device (e.g., there's more space on desktop than mobile)
- The width of the characters (e.g., an "m" uses more pixels than an "i")
- The user's search query
2. Include Your Target Keyword
Each meta description should include the page's primary keyword—the main search query you want the page to rank for.
Including your target keyword doesn’t affect your SEO directly, but it can encourage users to click. Google often bolds words that appear in the query or are synonyms, making your meta description more noticeable.
For example, suppose you want to rank for "best trail running shoes." If your meta description doesn’t mention this phrase specifically, searchers might not think the page is relevant.
In contrast, a meta description that includes the target keyword stands out more due to the bolding and explicitly addresses the searcher's needs.
Further reading: How to choose Keywords for SEO (A 5-Step Guide)
3. Give the User What They Want to See
Understanding search intent—the searcher's goal—is key to writing an effective meta description.
When someone searches for "buy iphone," Apple encourages users to click by mentioning trade-ins and low monthly payments.
When someone searches for "compare iphones," Apple informs users they can compare different models.
For example:
Note how Google rewrites the meta description for this iPhone 14 specifications page because searchers want detailed information, not a vague summary.
Analyze search intent before writing meta descriptions to assure searchers you have what they are looking for.
Further reading: What Is Search Intent? A Complete Guide
4. Include a Call to Action
Calls to action (CTAs) tell searchers what they should do next. Use them in your meta descriptions to prompt clicks.
For example:
- Shop online
- Learn more
- Try for free
CTAs are imperative sentences that start with a verb and encourage readers to take action. Direct writing makes meta descriptions more concise, engaging, and persuasive.
Consider this before and after example:
Before: Luggage, travel accessories, and more are available on our website. Complimentary monogramming can be accessed with any purchase.
After: Shop online for premium luggage & travel accessories. Get FREE monogramming with purchase.
Include CTAs in your meta descriptions to get more clicks.
Further reading:
- What Is a Call-to-Action? CTA Meaning & Their Importance
- Click-Through Rate (CTR): Definition, Formula, and Tips
5. Ensure Every Meta Description Is Unique
Write a unique meta description for every page that might appear in Google (i.e., indexable pages).
Unique meta descriptions tell users exactly what each page is about and can maximize your CTR.
Generic, duplicate meta descriptions do not add value and do not describe what is on a specific page.
For example:
If you don’t have time to write meta descriptions manually, use AI writing tools like ContentShake AI to automate the process.
Alternatively, prioritize writing meta descriptions for the most important pages until you have time to write the rest.
6. Include Important Product Information
When writing a meta description for a product page, include information about the product's features, benefits, and key statistics.
This ensures users know they are clicking on a result that matches their intent and expectations.
A good product page meta description should mention:
- The product name and model number
- The product price and any discounts or offers
- The product features and benefits
- The product availability and shipping options
Including these details makes your meta description more relevant and appealing to potential customers.
For example, here’s a meta description optimized for a product page:
This meta description provides users with a clear overview of the product and its specifications.
Users searching for this type of shoe are more likely to click on this result than on a generic one without product information.
Meta Description Tools
Use these meta description tools to save time and boost your organic CTR:
- Site Audit: Check your site for missing and duplicate meta descriptions.
- On Page SEO Checker: See if Google is rewriting your meta descriptions.
- Google / Keyword Overview: Review your competitors' snippets.
- SplitSignal: Perform A/B tests on your meta descriptions.
- To The Web's SERP Preview Tool: Measure meta description length.
Site Audit
Site Audit checks your site for various technical SEO issues, including missing and duplicate meta descriptions.
To begin, enter your domain and click "Start Audit."
When the analysis is complete, navigate to the "Issues" tab.
In the "Search by check" field, type "meta description."
If you see the error "# pages have duplicate meta descriptions," click the link to view the affected URLs.
Here’s an example:
Use the arrows to see URLs that share a meta description.
Ensure that each of these pages has a unique meta description.
After you finish, return to the "Issues" tab.
If you see the warning "# pages don't have meta descriptions," click the link to view the affected URLs.
If possible, write meta descriptions for these pages.
On Page SEO Checker
On Page SEO Checker analyzes your pages to see if Google is rewriting your meta descriptions.
To start, enter your domain and click "Get ideas."
Follow the prompts to configure the On Page SEO Checker. Set one or more target keywords for each URL.
After setup is complete, scroll down to the "TOP pages to optimize" table. Choose a page to explore and click the "# ideas" button on the right.
Then, scroll to the "Content" section.
If your HTML meta description doesn’t match what Google shows in search results for one or more target keywords, the tool will advise you to "Provide a more relevant meta description."
For example:
Click "Show more" to see the affected keyword and the "SERP Meta Description" displayed on Google. This can help you understand how to improve your meta description.
If your HTML meta description matches what Google shows in search results for every target keyword, you’ll see this confirmation:
Google and Keyword Overview
If you need inspiration for writing meta descriptions, search your keyword in Google and review your top competitors' snippets.
Determine what elements need to be included and what makes your meta description stand out.
Keep in mind that Google personalizes search results based on your location, search history, and other factors.
Use Semrush's Keyword Overview for unbiased results.
Enter your keyword, select your country, and click "Search."
Then scroll down to "SERP Analysis" and click "View SERP."
A new tab will open with a snapshot of Google's SERP, allowing you to see what each of the ranking URLs' meta descriptions look like at the time the data was collected.
SplitSignal
SplitSignal allows you to A/B test your meta descriptions. That is, you can compare different options and see which performs best based on real click-through data.
In a case study, an online music store compared a CTA-focused meta description (the control) against a product-focused meta description (the variant).
The experiment showed that the product-focused meta description increased clicks by 2.2%.
SplitSignal also allows you to perform SEO experiments on title tags, headers, and more.
You don’t need advanced development or data analysis skills.
To The Web's SERP Preview Tool
To The Web offers a free meta description checker.
It shows your meta description length in pixels and provides a mockup of desktop and mobile search results.
For example:
Use this tool to optimize other on-page SEO elements like your title tag as well.
Implement Meta Description Best Practices
If you want to improve your meta descriptions, sign up for a free Semrush account (no credit card needed).
By signing up, you can:
- Run a full site audit
- Find and fix on-page SEO issues
- Perform keyword research
- Conduct competitor analysis
- Get recommendations for content optimization
- And more