Meta description
The short summary shown under a result's title. It does not affect rankings and it strongly affects whether anyone clicks.
In depth
What it really means
Google confirmed years ago that meta descriptions are not a ranking factor. They are ad copy for a free ad slot, and they are rewritten by Google most of the time anyway, usually when the page contains a passage that matches the query better.
That rewriting rate is the reason to keep writing them. A good description is used when it fits. A missing one guarantees Google picks a passage for you, and it may pick badly.
How it works
- The meta description tag sits in the page head.
- Google may display it, or may substitute a passage from the page that better matches the query.
- The displayed text influences click-through, which is the only effect it has.
Pros & cons
Pros
- Direct control over the pitch, when Google uses it.
- Query terms appearing in it get bolded, which draws the eye.
- Cheap to write and easy to test.
Cons
- Rewritten by Google a majority of the time.
- Zero ranking effect, so it competes badly for attention.
- Truncated at a pixel width, not a character count.
Common mistakes
- Leaving it blank and letting Google choose an arbitrary passage.
- Duplicating the same description across many pages.
- Writing to a character count when truncation is by pixel width.
- Overpromising, which wins the click and loses the visitor immediately.
Best practices
- Write 140 to 160 characters, front-loading the substance.
- State the specific benefit or answer, not a description of the page.
- Make it unique per page.
- Match what the page actually delivers, or you trade a click for a bounce.
FAQs
Does the meta description affect rankings?
No. Google confirmed it is not a ranking factor. It affects click-through rate only, which is still worth having.
Why does Google rewrite my meta description?
Because it found a passage on the page that matched the query better. Rewriting is common, and a well-written description still gets used when it fits.
How long should a meta description be?
Roughly 140 to 160 characters, though truncation is by pixel width rather than character count. Front-load the important part.
Should I write one for every page?
For pages that matter, yes. A blank description guarantees Google picks a passage for you, and it will not always pick well.
Keep reading
Related on LymLyt
Beyond LymLyt
Further reading
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