Meta Descriptions
The meta description is the short summary under your title in search results. It does not directly rank you, but it hugely affects whether people click.
What it is and why it matters
The meta description is an HTML tag that summarises the page. Google often shows it beneath the title in results. It is not a direct ranking factor, but a compelling description raises your click-through rate, which brings more traffic.
How to write one
- Aim for around 150 to 160 characters.
- Include the keyword naturally (Google bolds matches).
- Describe the value and add a gentle call to action.
- Make each one unique.
Meta description example
Good: Shop waterproof running shoes with free delivery and 30-day returns. Find your perfect fit today.
It states the offer, builds trust (free delivery, returns) and nudges action.
Pro tips
- Treat it like ad copy — you are competing for the click.
- If you leave it blank, Google writes its own from the page.
- Match the promise to the page so visitors are not disappointed.
Common mistakes
- Duplicate descriptions across pages.
- Stuffing keywords instead of writing for humans.
- Descriptions that are cut off because they are too long.
Summary
The meta description is your sales pitch in the SERP. It does not rank you directly, but a clear, benefit-driven, ~155-character description lifts click-through rate.