Meta description

What is a meta description?

A meta description is an HTML tag in the head of a web page that summarizes the page in one or two sentences. Google can show this text below the title in search results, but sometimes picks a more relevant passage from the page itself instead.

Why is a meta description important?

• More clicks: a clear description can persuade searchers to click your result.
• Not a ranking factor: the tag itself does not affect your position, the click is what matters.
• Your own message: you decide how your offer is described, although Google may rewrite it.

Examples of meta descriptions

• <meta name="description" content="Running shoes for wide feet. Free returns and delivered tomorrow.">
• A builder: “Builder in Leeds for extensions and renovations. Request a free quote today.”
• A B2B service provider: “Put your invoicing on autopilot in five steps. Read the guide.”

How do you write a meta description?

Write a unique text for every page of roughly 120 to 155 characters, so Google is less likely to cut it off. Mention the topic, give a reason to click and end with an invitation. Read more about this kind of change under on-page SEO.