Meta Description

A short summary defined in a page's HTML in the tag; it appears below the title in search results and affects click-through rate.

Meta Description is a short piece of text defined in a page’s HTML with the <meta name="description" content="..."> tag that summarizes the page. It appears below the title in search results and is not a direct ranking factor, but it significantly affects click-through rate (CTR).

Characteristics of a good meta description:

• Length: 150-160 characters (Google truncates it after ~920 pixels)
• Clearly communicates the page’s value proposition
• Includes the target keyword (Google bolds the parts that match the query)
• Includes a call to action (CTA): “Explore now,” “Try for free”
• Is unique on every page

If the meta description is left blank, Google automatically generates a snippet from the page content. However, a manually written description is often more marketing-focused and clickable.

Tip: Review the meta descriptions of pages in Search Console that get high impressions but low CTR. Even a small text change can increase click-through rate by tens of percent.