What is a Meta Description?

The meta description is the short summary of a page that appears below the title in Google’s search results. It is not a direct ranking factor, but a good meta description raises the click-through rate by convincing the searcher to click on your result. The ideal length is about 150 to 160 characters.

What is a meta description for?

The meta description is your mini ad in the search results. It summarises what the visitor will find on the page and encourages clicks. Although Google does not use the text for ranking, a higher click-through rate does affect your performance indirectly.

Writing a good meta description

Include the main keyword, because Google often shows it in bold when it matches the search query. Keep it within about 160 characters, write in an active voice and end with a clear reason to click. Make every description unique, just like the meta title.

When does Google show its own text?

Google can replace your meta description with a snippet from the page if that matches the search query better. A relevant, well-written description increases the chance that your own text is shown and strengthens your on-page SEO.

Is a meta description mandatory?

No, but without a description Google picks a snippet itself. Writing it yourself gives you more control over the message.

How long can a meta description be?

About 150 to 160 characters, so the text is not cut off in the search results.