Meta description
The short summary under a result's title, which doesn't affect rankings but strongly affects click-through.
In depth
What it really means
A meta description is the short snippet of text search engines can show beneath your title in the results. It is not a ranking factor, but it is sales copy: a compelling description earns more clicks from the same ranking.
Google often rewrites descriptions to match the query, so write a strong default but expect it to vary.
Best practices
- Write it as an ad: lead with the benefit and a reason to click.
- Keep it roughly 150 to 160 characters.
- Include the target keyword naturally.
- Make each description unique to its page.
- Match the promise to what the page delivers.
FAQs
What is a meta description?
The short summary shown under a result’s title. It is not a ranking factor but strongly affects click-through.
Does the meta description affect rankings?
Not directly. Its job is to earn the click, which indirectly matters.
How long should it be?
Around 150 to 160 characters, so it isn’t truncated in most results.
Why does Google rewrite my description?
It often rewrites snippets to better match the specific query, so write a strong default and expect variation.
Should every page have a unique one?
Yes. Unique, benefit-led descriptions outperform duplicated or auto-generated ones.
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