How to write meta descriptions
In one line
A good meta description is a unique, ≤155-character summary that expands on the title, matches the page and intent, and gives searchers a clear reason to click.
The steps
- 1Keep it under ~155 characters so it isn't truncated
- 2Include the primary keyword naturally (it bolds when matched)
- 3Summarise the page's value and answer
- 4Add a clear reason or benefit to click
- 5Make it unique per page and match the content
Tips
Descriptions don't rank, but they drive click-through, and better CTR on a listing can lift the page. Write them like ad copy: specific, honest, and benefit-led. Google may rewrite yours if it doesn't fit the query.
Frequently asked
Does every page need a meta description?
Ideally yes for important pages, but if you skip one, Google generates a snippet from the page. Prioritise your key pages.
Why did Google change my description?
Google rewrites descriptions when it thinks another snippet better matches the query. A relevant, well-written one is more likely to be kept.
Put this into practice
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