How do I write a meta description that gets clicks?
Matching what the searcher wants
A meta description is the short summary that can appear under your page title in search results. Google does not always use it, and it sometimes rewrites the text based on the query. Still, a well-written version gives people a reason to click, so it is worth the effort.
Start by reading the top-ranking results for your keyword. Notice what they promise and where they fall short, then write a summary that answers the question more directly.
- Mention the main keyword once, in a natural phrase
- State the outcome the reader will get
- Avoid generic phrases like 'click here' or 'read more'
- Keep each description unique across pages
Length and tone
Many descriptions land somewhere around 120 to 155 characters, though the display limit can change by device and layout. Write in plain sentences that sound like a helpful answer rather than an ad slogan. Specific details, such as the number of steps or a typical price range, can make a snippet more useful when they are accurate.
Testing and revising
Check your descriptions in search results after a few weeks, and look at click-through rates in your analytics. If a page gets many impressions but few clicks, rewrite the summary before changing anything else. Small wording changes can shift clicks, but the effect usually shows up slowly.
Common mistakes
- Stuffing the keyword several times into one short summary.
- Writing the same description for every page on the site.
