What is a meta description?
A meta description is an HTML meta tag that provides a short summary of a page's content, which search engines often display as the snippet beneath the page's title in search results.
What a meta description does
A meta description lives in the HTML head and offers a concise summary of what a page is about. Search engines frequently use it as the descriptive snippet under the clickable title in results, giving searchers a preview before they click.
While it is not a direct ranking factor, a compelling description can improve click-through rate by making the result more relevant and appealing. Higher engagement with a listing can indirectly benefit its performance.
Writing a good meta description
Effective descriptions are written for humans, accurately summarize the page, and include the terms a searcher is likely to use, since matching query words are often bolded in the snippet. A clear value proposition or call to action encourages clicks.
Aim for roughly 150 to 160 characters so the text is unlikely to be truncated in results. Each page should have a unique description that reflects its specific content rather than a generic, repeated line.
When search engines rewrite descriptions
Search engines do not always use the provided meta description. If they judge that a different passage from the page better matches a particular query, they may generate their own snippet instead, which is normal and query-dependent.
This means a meta description is a strong suggestion rather than a guarantee. Writing accurate, relevant descriptions increases the odds yours is used, but the page content itself should also clearly support the topics you want to rank for.
Frequently asked questions
Is a meta description a ranking factor?
A meta description is not a direct ranking factor, but a well-written one can raise click-through rate, and higher engagement can indirectly support a page's search performance.
How long should a meta description be?
Aim for roughly 150 to 160 characters so the snippet is unlikely to be cut off in search results while still summarizing the page clearly.
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