A meta description is a short summary of a web page that appears below the page title in search engine results. It doesn’t show up on the actual page—it lives in the page’s code—but it plays a big role in whether someone decides to click.
Think of it like your site’s elevator pitch for that page. You’ve got 1–2 sentences to convince someone that your page is worth their time.
Where it shows up
When you search for something on Google, each result includes:
- A title tag (the blue clickable link)
- A URL
- And below that, the meta description
It’s not always guaranteed that Google will show the description you’ve written (sometimes it pulls its own), but writing a good one increases your chances of getting that key real estate.
Why it matters
Even though meta descriptions don’t directly affect rankings, they absolutely impact your click-through rate (CTR)—which does matter for SEO.
A strong meta description:
- Gives users a clear reason to visit your page
- Differentiates your content from competitors
- Reinforces your offer, tone, or credibility
- Helps users quickly decide if your page matches what they’re looking for
More clicks = more traffic = more opportunities to convert.
How to write an effective meta description
You have around 155–160 characters before most descriptions get cut off in search results. That’s not much space—so every word counts.
Here’s how to make yours work:
- Include the target keyword
If it matches the search query, Google will often bold it—making it stand out more. - Focus on benefits, not just content
Tell people why they should click, not just what the page includes. Instead of: “Learn about WordPress maintenance services.”
Try: “Protect your site with expert WordPress care—updates, backups, and hands-on support.” - Use active language
Start with a verb or a value: Discover, Learn, Get, Boost, Avoid, Save, Fix. - Match the intent
If someone is searching for a how-to, your description should promise helpful steps. If it’s a service, make the benefit clear. - Avoid duplicate descriptions
Each page should have its own unique meta description tailored to its specific content and audience.
Where to set it
If you’re using WordPress, SEO plugins like Yoast, Rank Math, or All in One SEO make it easy to write and preview your meta descriptions for each page or post. These tools often flag when your text is too long or too short, so you can tweak it before publishing.
Bottom line
Your meta description won’t make or break your SEO alone—but it’s your first impression in search results. A strong one helps you earn more clicks, set expectations, and turn searchers into visitors. Treat it like a micro-ad for your content—because that’s exactly what it is.
