SEO

What Is Meta Description?

Definition

A brief HTML attribute (typically 150–160 characters) that summarises a page's content and appears below the title in search engine results.

Why It Matters

While not a direct ranking factor, the meta description is your first sales pitch to searchers. A well-crafted description increases click-through rate — and a higher CTR can indirectly signal relevance to Google, creating a positive ranking feedback loop.

How It Works

The meta description is placed in the HTML `<head>` section of each page. Google may display it or override it with a snippet from the page it considers more relevant to the specific query. Writing a compelling description (ideally 150–160 characters) with action-oriented language and the target keyword improves both CTR and search appearance.

Real-World Example

A travel agency rewrites its meta from "Sydney tours | Book now" to "Explore Sydney's top attractions with expert guides. Small groups, flexible dates, instant confirmation." Their CTR increases 22% within six weeks with no ranking change.

Quick Facts

Google rewrites meta descriptions in approximately 70% of search results
Including the target keyword in the description may cause it to appear bold in SERPs
Every page should have a unique meta description — duplicates reduce differentiation
Mobile SERPs show slightly fewer characters — aim for 120 characters to be safe on all devices