Meta description
Definition
A meta description is a short summary of a webpage’s content that appears in search engine results below the title tag. It is written in HTML as a <meta> tag and typically ranges from 150 to 160 characters. While it is not a direct ranking factor, it plays a crucial role in influencing whether users click on a link.
The meta description should be compelling, accurate, and aligned with the content on the page. For example, an e-commerce site selling running shoes may use a meta description such as: "Shop the latest lightweight running shoes with free shipping. Perfect for daily training and races." This snippet helps attract users by clearly stating the value offered.
Advanced
Search engines sometimes generate their own descriptions based on the query, but providing an optimized meta description increases control over messaging. Effective descriptions incorporate primary keywords, highlight value propositions, and encourage clicks through calls to action.
For large websites, meta descriptions can be automated by pulling dynamic content such as product names and categories into the tag. Technical SEO tools like Screaming Frog, SEMrush, and Ahrefs help audit meta descriptions for length, duplication, and missing entries. Ensuring unique and relevant descriptions across all indexed pages improves consistency and reduces wasted impressions.
Why it matters
Use cases
Metrics
Issues
Example
A travel agency optimizes a blog post with the meta description: "Discover the top 10 European destinations for summer 2025, with travel tips and affordable package options." This clear and keyword-rich summary improves CTR from Google search results, increasing organic traffic to the article compared to when no description was provided.