Glossary · SEO & AI searchTOFU
Meta description
The short answer
A meta description is an HTML attribute that summarises a page's content. Search engines often show it beneath the title in results, making it one of your chances to persuade someone to click.
It isn't a direct ranking factor, but a better description can lift click-through rate — and more clicks from the same ranking is free traffic.
Writing a good one
- Around 150–160 characters, so it isn't cut off
- State the page's specific benefit or answer
- Include the core query naturally
- Add a reason to click — a number, a promise, an action
- Unique for every page
When Google rewrites it
Search engines frequently generate their own snippet from page content when they think it better matches the query. A clear, relevant description still gets used more often than a generic one.
Meta description examples
| Weak | Strong |
|---|---|
| "Welcome to our website. We offer many services." | "Meta Ads management for D2C brands in India: margin-based targets, verified tracking and weekly creative testing. Get a free audit." |
| "ROAS calculator." | "Free ROAS calculator: enter ad spend and revenue to see your return on ad spend, then compare it with your break-even ROAS." |
Meta descriptions in practice
A page about "Google Ads management in Mumbai" uses a description summarising what's offered and why it matters. It doesn't directly change rankings, but a clear description can improve clicks.
Writing good meta descriptions
- Summarise the page accurately
- Include the main topic naturally
- Keep them reasonably concise
Common mistakes
- Duplicate descriptions across pages
- Keyword stuffing
- Descriptions that don't match the page
Frequently asked questions
Does the meta description affect rankings?
Not directly, but its effect on click-through rate matters.
Should every page have one?
Yes — unique and specific to that page.
Why does Google show a different description?
Google may generate a snippet from page content when it better matches the query.
Should meta descriptions include keywords?
Naturally — matching terms may be bolded in results, which can help click-through.
Does Google always use our meta description?
No — Google may show a snippet from the page instead.
How long should meta descriptions be?
Long enough to summarise the page — roughly 150–160 characters often displays in full.
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