Meta Description
A meta description is an HTML tag in a page’s <head> that provides a short summary of the page and is often shown as the snippet under the title in search results.
Key takeaways
- Meta descriptions are HTML tags that summarize page content in search results.
- They are not a direct ranking factor but can improve click-through rate.
- Recommended length: 150–160 characters.
- Write unique, human-friendly descriptions for each page.
- Google may rewrite meta descriptions based on the search query.
A meta description is an HTML meta tag placed in the <head> section of a webpage. It provides a short, readable summary of the page content and is often displayed as the snippet below the title in search engine results pages (SERPs).
What it is
The meta description is an HTML attribute written as <meta name="description" content="..."> inside the <head> of a page. It tells search engines and users what the page is about. While it does not directly influence rankings, it plays a key role in shaping the snippet that appears in search results.
Why it matters for SEO
Meta descriptions influence click-through rate (CTR) by helping searchers quickly decide if a page matches their intent. A compelling, relevant description can increase the likelihood of a click, which may indirectly support better SEO performance. Each page should have a unique meta description to avoid duplication and better match page intent.
How it works
Search engines like Google often display the meta description below the title in SERPs. However, Google may rewrite the description if it finds a snippet that better matches the user's query. The meta description is mainly a snippet optimization element, not a direct ranking signal.
Best practices
Write for humans first, using natural language that reflects the page content. Keep the length between 150–160 characters to avoid truncation, especially on mobile. Include the main target keyword naturally, and consider adding a call to action like 'Learn more' or 'Contact us' to encourage clicks. Ensure each page has a unique meta description.
Common mistakes
Avoid using the same meta description across multiple pages. Do not write descriptions that are too long, as they may get truncated. Keyword stuffing should be avoided; instead, write a natural, useful summary. Never leave descriptions blank, as search engines will then generate snippets automatically.
Related concepts
FAQ
Q: What is a meta description? A: It is an HTML tag that summarizes a page for search results. Q: How long should it be? A: 150–160 characters. Q: Does it affect rankings? A: No, but it influences CTR. Q: Can Google change it? A: Yes, Google may rewrite it. Q: Should I include keywords? A: Yes, naturally.
FAQ
What is a meta description?
A meta description is an HTML meta tag that provides a brief summary of a webpage. It often appears as the snippet under the title in search engine results.
How long should a meta description be?
The recommended length is about 150–160 characters. Mobile snippets may truncate earlier.
Does meta description affect rankings?
No, meta descriptions are not a direct ranking factor. However, they can improve click-through rate, which may indirectly benefit SEO.
Can Google change my meta description?
Yes, Google may rewrite the meta description if it finds a snippet that better matches the user's query.
Should I include keywords in meta description?
Yes, including the target keyword naturally can help the description appear relevant, but it should read naturally for users.
Related topics
Sources
- Google Search Central — Primary source for how Google uses snippets and meta descriptions.
- Moz Meta Description Guide — Well-known SEO reference explaining the tag and best practices.
- Google Search Central: Snippets — Explains how Google generates and rewrites snippets.
- Yoast Meta Descriptions — Practical guidance on length, uniqueness, and writing for clicks.
- Seobility Wiki: Meta Description — Concise definition and best-practice guidance.
Reviewed by Lucía Marín, Founding editor.