What is a meta description?
A meta description is a line of HTML in the head of a page, written as <meta name="description" content="…">. It is not shown on the page itself.
Google uses it as one possible source for the snippet, the text under the title link in results. Google says it mostly builds snippets from the page content and sometimes uses the meta description when it describes the page more accurately.
How often does Google use your meta description?
Less often than most people expect. In an Ahrefs study of 20,000 keywords, Google showed the meta description as written 37.22% of the time and rewrote it in the remaining 62.78%.
Google also tailors snippets to each search, so the same page can show different text for different queries. A good meta description still matters for the searches where it fits best, usually the main one the page targets.
How do you write a good meta description?
- Summarise what the page offers in one or two plain sentences.
- Include the specific details a searcher wants, such as price, location, time or format.
- Write a unique description for every important page.
- Front-load the key point, since Google truncates snippets to fit the screen.
- Avoid a list of keywords; write for a person deciding whether to click.
- For large sites, generate descriptions from page data rather than repeating one.
What does a better meta description look like?
| Weak | Better | |
|---|---|---|
| Meta description | Welcome to our website. We offer the best plumbing services. Plumbing, plumber, plumbers. | Licensed plumbers in Geelong for blocked drains, burst pipes and hot water. Same-day call-outs, fixed quotes before we start. |
| Click-through rate | 1.8% | 3.1% |
Frequently asked questions
Is the meta description a ranking factor?
Google does not list it as one. It affects how your result looks, which can change how many people click, but it is not used to decide where the page ranks.
How long should a meta description be?
Google sets no fixed limit and truncates snippets to fit the device. Many sites aim for roughly 120 to 160 characters so the full message usually shows.
What happens if a page has no meta description?
Google builds a snippet from the page content instead. That can work well, but writing one gives you a say in the summary for the page’s main search.
Does the meta keywords tag help?
No. Google says Google Search does not use the keywords meta tag at all.