Meta Description
An HTML element providing a brief summary of a webpage, often displayed in search results below the title.
Definition
A meta description is an HTML attribute that provides a concise summary of a webpage's content. While not a direct ranking factor, meta descriptions significantly impact click-through rates by serving as "ad copy" for your organic listings.
Well-crafted meta descriptions are typically 150-160 characters, include relevant keywords naturally, and contain a compelling reason to click. Search engines may generate their own snippets if the meta description doesn't match the query, but optimized descriptions increase the chances of your preferred text appearing.
Why It Matters
Meta descriptions are your opportunity to sell the click. A compelling description can dramatically improve CTR even if you're not in position one—sometimes outperforming higher-ranked results with poor descriptions.
While Google rewrites meta descriptions for many queries, having optimized descriptions improves the chances of your preferred messaging appearing and demonstrates professionalism to users scanning results.
Examples in Practice
An e-commerce product page increases CTR by 25% after rewriting meta descriptions to include price, shipping info, and a clear call-to-action.
A B2B company's meta descriptions highlighting specific pain points outperform generic descriptions, improving qualified traffic.
A blog optimizes meta descriptions with numbers and emotional triggers, seeing engagement improve across the content library.