What is a Meta Description? (+ Examples & Tips)

A meta description is a summary of a webpage that appears in search engine results to help users understand what the page is about before clicking.

It’s included in the page’s HTML code and doesn’t appear directly on the webpage itself.

Below is an example of how a meta description looks in HTML and how it may appear in Google search results:

The text that appears under a page title in search results is known as the snippet.

While meta descriptions are often used as snippets, search engines don’t always display them. If you don’t include a meta description—or if Google finds your description irrelevant or unhelpful—it may automatically generate a snippet using content from your webpage.

The only exception is if you use the nosnippet meta robots tag to specify that you don’t want a snippet to show.

How Often Does Google Use Meta Descriptions?

Based on research, Google uses the meta description you provide—or a shortened version of it—as the search snippet in about 28% of cases.

This means that in roughly 72% of searches, Google ignores the provided meta description and generates its snippet from the page content.

This behavior aligns with Google’s guidance:

“Snippets are primarily created from the page content itself. However, Google sometimes uses the meta description HTML element if it might give users a more accurate description of the page than content taken directly from the page.”
— Google

Additionally, Google may generate different snippets for the same page depending on the user’s search query, aiming to match better search intent—what the user is truly looking for.

Are Meta Descriptions Important?

Meta descriptions don’t directly impact your rankings in search results, and search engines only display them as snippets around 28% of the time.* Because of this, they’re often not a top priority in search engine optimization (SEO).

That said, meta descriptions do matter—when they’re shown.

A compelling meta description can improve your click-through rate by persuading users that your page offers the solution they’re looking for. Over time, increased clicks may contribute to better rankings, especially with Google’s Navboost algorithm, which considers user engagement signals like click-through rates.

In short, while meta descriptions might not always appear in search results, writing them is generally quick, easy, and risk-free—and it can give you a competitive advantage when they do.

5 Tips for Writing Meta Descriptions

1. Consider Meta Description Length

To reduce the chances of Google truncating your meta description in search results, it’s best to keep it under 135 characters.

According to my research*, the average snippet length is:

• 146.28 characters on desktop
• 135.87 characters on mobile

However, the actual length displayed can vary based on several factors, including:

• The user’s screen size
• The visual width of individual characters (e.g., “m” takes up more space than “i”)
• Bolded keywords, which Google may highlight based on the search query — bolded text takes up additional space

Keeping your meta descriptions concise and relevant helps ensure they’re fully visible and more effective in driving clicks.

2. Include Your Primary Keyword

Make sure each meta description includes the page’s primary keyword—the main search term you want the page to rank for—or a close variation.

If the snippet doesn’t contain this phrase, users may overlook your result, assuming it’s not relevant to their search.

Additionally, Google often bolds keywords in snippets that match the user’s query, making your result more visible and more likely to attract clicks.

3. Address Search Intent

Meta descriptions that align with search intent—what the user hopes to achieve—are more likely to appear in search results and generate engagement.

To do this effectively, consider the intent behind your primary keyword:

• If you’re targeting a question-based keyword, try providing a concise answer directly in the description.
• If you’re targeting a product-related keyword, include key product specs or pricing details to entice shoppers.

One of the most effective ways to understand search intent is to analyze the current snippets shown for your target keyword. This gives insight into what users are expecting—and what Google is choosing to display.

4. Use Imperative Sentences

Imperative sentences are sentences that start with a verb and tell the reader what to do, which can make your meta descriptions more persuasive.

For example, Ticketmaster uses two imperative sentences in this meta description:

5. Consider Using AI

Many AI tools (or tools with AI features) can write meta descriptions for you.

A Note on Using AI for Meta Descriptions

While AI tools can assist with writing meta descriptions, they can sometimes hallucinate (generate inaccurate information) or struggle with character limits—especially when exact lengths matter.

If you use AI-generated meta descriptions, be sure to review them for accuracy, clarity, and length before publishing. A well-written, human-reviewed meta description is still more likely to resonate with users and perform better in search results.

How to Add a Meta Description to a Webpage

To add a meta description manually, insert a meta tag in the <head> section of your page’s HTML. The format looks like this:

<meta name=”description” content=”Your meta description goes here.”>

If you’re using a website builder like Wix, Squarespace, or Shopify, you can usually add or edit the meta description by simply entering it into a dedicated field within the page settings—no coding required.

Sometimes, you can attach a spreadsheet to update meta descriptions in bulk.

If not, you may be able to install a website plugin that lets you add and edit meta descriptions.

For example, the Yoast SEO plugin lets you add and edit meta descriptions on WordPress sites.

Enhance Your Website’s Meta Descriptions

While meta descriptions aren’t a direct ranking factor, they play a key role in attracting clicks from search results. A well-crafted meta description can boost your visibility, drive more traffic, and give you greater control over how your pages appear in search.

Not sure where to begin?

Start by running a Site Audit to identify pages with missing, duplicate, or poorly written meta descriptions. From there, you can optimize each one to better match user intent and search queries.

And use the On Page SEO Checker to see where Google isn’t using your provided meta descriptions.

Then, prioritize these URLs based on how much organic traffic they generate.

You can also use these tools to uncover other SEO recommendations that may have a greater impact than adding new meta descriptions.

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