A recent Semrush study showed pages with optimised descriptions got *45% more clicks than those without. Getting them right isn't rocket science, but it does take knowing a few key tricks.
What is a meta description?
A meta description is that short preview text you see under each link in Google search results. While Google doesn't always use your exact description (they sometimes pull relevant text from your page instead), writing a good one gives you more control over how your page appears to searchers.
The maximum length of one should be between 155 and 160 characters. Go longer and Google will cut it off mid-sentence, which isn’t a great look. Think of it as your page's elevator pitch, a quick teaser that makes people want to learn more.
For more on meta descriptions and how they came to be, check out What is a meta title
Why meta descriptions matter
Those 155 characters have the potential to pack a serious punch for your SEO strategy. While Google says meta descriptions aren't a direct ranking factor, they dramatically affect whether people click your link—and click-through rates definitely influence rankings.
Indeed, research shows that well-crafted meta descriptions can boost click-through-rates (CTR) by up to 5.8% compared to pages without them or with poorly written ones.
Some more numbers that show their power:
- Pages with custom descriptions get 45% more social shares
- A/B testing meta descriptions can boost traffic by 20 to 30%
Think about your own search habits. When you Google something, you likely scan those little previews to decide which result looks most useful. That's your meta description at work, either pulling readers in or pushing them to click elsewhere.
How to write a winning meta description
Start with your page's main keyword, but don't stuff it in awkwardly. Here's what works:
Match search intent
Someone searching "best hiking boots 2024" wants different information than "how to clean hiking boots." Your description should match what they're looking for so it meets their core need head-on.
Add a clear benefit
"Learn which hiking boots last longest and handle rough terrain, based on real testing of 12 top brands." This gives readers an idea of what they can expect, showing you’re solving the issue for people looking for the most durable hiking boots.
Create urgency
"Shop REI's biggest boot sale of the season—up to 40% off top brands until Sunday." A meta description like this offers clear value (big discounts), creates urgency (sale ends Sunday) and tells readers exactly what they'll find on the page (boots on sale at REI).
Keep it simple and concise
Skip the fluff words like "welcome to" or "learn about." Jump straight to the value. And never promise what your page can't deliver, as that's the fastest way to lose trust.
Common meta description mistakes
Copying and pasting the same description across multiple pages tells Google you don't care about making each page unique. That’s a big mistake, and there are other blunders you can make that will lead to a poor meta description.
- Stuffing descriptions with keywords that read like spam
- Writing vague teasers like "Click here to learn more..."
- Letting descriptions cut off mid-sentence in search results
- Missing calls to action that motivate clicks
- Using all caps or excessive punctuation!!!
The biggest mistake? Not writing meta descriptions at all. Default to the first text Google finds on your page, and you miss a prime chance to hook readers.
So test your descriptions before pushing them live. Do they grab attention when mixed in with other search results? Would you click them?
How do I test meta descriptions?
Take 30 seconds to drop your description into a SERP preview tool, like SERPism. You'll see exactly how it looks in search results and catch awkward cutoffs before they go live.
Most WordPress users already have the Yoast SEO plugin's preview feature built in. Not on WordPress? SISTRIX's SERP Snippet Generator works just as well. Run your descriptions through it before hitting publish.
Keep an eye on your Google Search Console data after updating descriptions. Rising click-through rates mean your new versions are working. Dropping rates mean it’s time to revise. Running some quick split tests between different versions can help too, just track which pulls more clicks over a month.
Meta descriptions for different types of pages
There’s no one-size-fits-all meta description, with different pieces of content requiring a different messaging.
Take home page descriptions. They should capture your site's main value. Netflix nails this with "Watch Netflix movies & TV shows online or stream right to your smart TV, game console, PC, Mac, mobile, tablet and more." Short, clear, covers everything.”
Blog posts, on the other hand, focus on the key takeaway readers will learn. Product pages demand specs, prices or standout features that drive purchases.
Local business pages work best with location details and unique selling points: "Fresh, authentic Thai food in central Manchester. Family-owned since 1995, with gluten-free options and daily lunch specials under £10.”
Social share descriptions need extra attention, as they show up when people share your content on Facebook, Twitter or LinkedIn. Make them catchy enough to earn that click.
Social share descriptions, you say?
When you share a link on social media, platforms like Facebook and LinkedIn pull a preview snippet much like a meta description. These come from your page's Open Graph tags. Without custom Open Graph descriptions, social platforms default to your meta description or grab random text from your page.
It’s worth setting up different descriptions for social because what works in search results might not grab attention in a busy social feed. Plus, social descriptions can run longer. For instance, Facebook allows up to 200 characters compared to Google's 155-160 limit.
Tools to help write better descriptions
Just writing meta descriptions is hard enough. Writing hundreds of them? That's when you need some help. Here are some tools that save time and boost quality without losing that human touch.
Google Search Console shows exactly how people find your site, including the exact phrases they type. Use these real searches to shape your descriptions around what your audience wants.
Several AI writing tools can help generate meta descriptions automatically. They're handy for bulk work, but the output often sounds robotic. It’s better to use them as a starting point and add your own touch.
The free Hemingway Editor helps trim the fluff from your descriptions. Paste your text in and it highlights complex sentences and unnecessary words that might put readers off.
Whatever tool you pick, remember real humans read these snippets. Write for them, not the machines.
Make it meta
Meta descriptions might seem like a small detail, but they're worth getting right. Test different versions, watch your click rates and keep tweaking until you find what works. Keep in mind that you're writing for real people making split-second decisions in search results. Give them a reason to pick your page over the others.
Use our writers to help you create excellent content with all the bells and whistles, including meta description. Our SEO experts put the foundations in place so your content ranks, while our writers get to work penning blog articles, landing pages and everything in between.
*A recent Semrush study showed pages with optimised descriptions got 45% more clicks than those without – https://backlinko.com/google-ctr-stats
