Your meta description is often the first impression users get in search results.
But does it influence your search engine optimization (SEO)?
And what strategies can you use to craft compelling meta descriptions?
Read on to find out.
What Is a Meta Description?
A meta description is an HTML element placed within the <head> section of a webpage. It provides a concise summary of the page's content, aiding both users and search engines in understanding the page's purpose and relevance.
<meta name="description" content="Blog SEO is the process of using SEO techniques to increase your blog's traffic. Here's how to do it.">
Google typically displays the meta description below the page title in search results:
Although Google may choose its own meta description for your content. And it often does, to match the description to the specific search query.
This snippet can also appear in link previews on social networks and other platforms. But those typically use an Open Graph tag instead.
An effective meta description tells users what to expect when opening a page. It also helps search engines understand what the page is about.
You can add your meta description directly to your page’s code:
Or, if your website runs on WordPress, use plugins to generate your meta descriptions for you. Here's an example from Yoast SEO:
Why Are Meta Descriptions Important?
A compelling meta description encourages searchers to click through to your webpage. Increasing traffic. And potentially leading to more conversions (like sign-ups or sales).
Without one, Google typically displays a few lines of text from your page. Usually a sentence or two from the section it deems most relevant to a given search query.
But these sentences may not be relevant or engaging enough to convince people to click your link. Which means missed opportunities.
A great meta description provides more control over your page's appearance in search results.
Plus, Google may highlight words or phrases in the description to help users find the information they need.
Like this example:
This can make your page stand out in search results. And potentially increase its click-through rate (CTR).
But simply adding a meta description isn't enough to get results. You also need to ensure it's unique, relevant, and optimized.
Do Meta Descriptions Matter for SEO?
Your meta description is not a direct ranking factor. But it’s still important to optimize for better user experience and potentially higher CTRs.
Providing a good user experience and getting more clicks are standard goals for an SEO campaign. So it makes sense to optimize your meta descriptions as part of your overall SEO efforts.
How to Write a Good Meta Description
Follow the tips below to write click-worthy meta descriptions.
Pro tip: Create a free Semrush account to implement the strategies in this guide (no credit card required).
Create a Unique Description for Each Page
Write a unique meta description for each page you want to appear in search results. So it accurately reflects the page's content.
Duplicate meta descriptions can confuse users about the purpose of each page. And which one best serves their needs. Potentially resulting in lower click-through rates for one or multiple pages.
Plus, even Google recommends creating unique meta descriptions for each page.
Pro tip: Use Semrush's Site Audit to find duplicate meta descriptions on your website. The tool shows which pages have this issue so you can fix them.
Keep It Short
Aim for a meta description length of around 105 characters, or about 680 pixels. So Google is more likely to display it fully in mobile search results. While giving you enough space to get your message across.
If your meta description is too long, Google might truncate it.
Like this:
But if you keep it short, it’s more likely to appear in full.
If you're targeting desktop users, aim for 152 characters. Or roughly 960 pixels.
Google prioritizes mobile versions of websites for indexing and ranking, so, it makes sense to optimize meta descriptions for mobile users.
Add Relevant Keywords
Include your target keyword in your meta description to better match the user's search query.
Ideally, place your keyword and the most important information at the beginning of the description. To ensure clarity on the page’s purpose.
Like this:
Make It Descriptive
Make your meta description descriptive. Briefly explain what the page is about and highlight its key points.
Like this:
The above description answers the question in the article's title. It's clear, relevant, and to the point, summarizing the topic. All without being truncated (i.e., it’s not too long).
Use Semrush's On Page SEO Checker to optimize your meta descriptions. The tool analyzes your website copy and on-page elements to find areas for improvement.
First, enter your domain name and click “Get ideas.”
You’ll need to configure some settings. Like the pages you want to check. And your target keywords.
When you’re ready, click “Collect Ideas.”
Then look at the “Overview” section. Scroll down to “TOP pages to optimize” and click the “X ideas” button next to each page.
The tool will display a list of optimization ideas for the page you’re looking at. Scroll to the “Content” section to see recommendations related to your meta descriptions.
For example, it may recommend writing more relevant meta descriptions. Hover the mouse over “Why should I do this?” to learn more.
Check each page in the On Page SEO Checker for optimization ideas. And implement them to boost your SEO efforts.
Write with Your Brand in Mind
Craft meta descriptions that match your brand's personality and tone. To build trust and credibility with searchers. And make users want to click through.
Treat it like you're writing an ad for your page. Your copy should be compelling, engaging, and representative of your brand’s voice.
For example, Kofuku's meta description for a blog post on fitness trends has a playful tone. It reflects the brand's witty personality.
Meta descriptions are important for search engines, but they also matter to readers. If they're bland and generic, searchers will likely ignore them.
This snippet should highlight your unique value proposition and resonate with your target audience. That's why you should:
- Use branded keywords where appropriate (e.g., "Impossible Burger patties," "Lululemon leggings")
- Write in a language your customers can understand
- Communicate the value users will gain by reading your content
- Use an active voice to make your meta description more engaging
- Avoid filler words and vague or generic statements
Most importantly, write with your audience in mind. Think about their needs and wants—and how your brand can fulfill them. Like Bolt, focusing on the need for quick service:
Further reading: How Not to Write a Meta Description
Add a Call to Action
Include a call to action (CTA) in your meta description to further encourage a click. With phrases like "Discover how," "Learn more," and "Shop now."
Your CTA should match the content on the page. Say you're writing a meta description for a blog post on how to make green smoothies. A good CTA could be:
- "Learn how to make delicious green smoothies in three simple steps"
- "Boost your health with these green smoothie recipes approved by nutritionists"
- "Discover simple ways to make these refreshing smoothies"
Here's an example of this in action:
The above meta description first defines what liquid collagen is. And provides a clear and compelling CTA: "Learn the benefits and risks of taking it." Immediately addressing the user’s search intent.
How to Check for Meta Description Issues on Your Website
With Semrush's Site Audit tool, detect missing or duplicate meta descriptions. And other issues related to technical SEO, such as broken links and pages with slow loading speed.
To use it, enter your domain. Then click "Start Audit."
Configure the tool or run with the default settings. Then click “Start Site Audit.”
You’ll then see an overview report of your site’s health. Click "Issues" to see problems.
Type "meta description" into the search box under the top navigation bar. To see issues related to your meta descriptions.
Click "Why and how to fix it" to learn more about each problem. And see what you can do to fix it.
Next, click on the error to check the pages in question.
You’ll see a list of the pages with that issue.
Open any page by clicking the arrow symbol next to it. Then, create a unique, relevant meta description for that page.
You might also find pages without meta descriptions. This issue will appear under "Warnings." Again, click the number to see all pages with that issue.
Go to your website and create a unique description for every page Semrush flagged.
Go through these issues (and all other issues the Site Audit tool flagged) to improve your site’s SEO.
Write Meta Descriptions That Get Clicks
Although meta descriptions don’t directly influence your rankings, they can definitely influence your click-through rates.
More clicks means more traffic. Which can mean more sales for your business.
Use tools like Semrush’s On Page SEO Checker and Site Audit to find issues with your site’s meta descriptions. And better optimize them for users and search engines.
Try these tools today with a free Semrush account (no credit card required).
