Meta Description
The short summary shown under a page's title in search results, written to earn the click rather than to rank directly.
In practice
Search engines sometimes rewrite it anyway based on what best matches a specific search query, so it's more of a strong suggestion than a guarantee - but a well-written one still tends to earn a better click-through rate than a generic or missing one.
A product page's meta description reads "Waterproof hiking boots built for wet trails - free returns, ships in 2 days" instead of a generic auto-generated summary.
Why it matters
A generic or auto-generated meta description is a missed opportunity - it's essentially free ad copy shown directly in search results, at no cost per impression.
Worth knowing
- Search engines may rewrite it to better match a query, so it's a strong suggestion, not a guarantee.
- Ideal length is roughly 150-160 characters before it gets truncated in most results.
- Should include a genuine reason to click, not a vague restatement of the page title.
Start the conversation
Let's talk it through
Tell us where things stand with putting meta description into practice and we'll respond with next steps, no forms, no waiting in a queue.
- A specialist replies directly, not a support queue
- Whichever channel is fastest for you, call, WhatsApp or email
- No long-term contract to start the conversation
