What Is a Meta Description? (+ Examples & Tips)

What Is a Meta Description?

A meta description is a short webpage description you can provide for search engines to display in search results, so users can better understand what your page is about.

The description is defined in the page’s HTML and isn’t visible to users on the page. 

Here’s an example of how a meta description can appear in HTML and Google search results:

The description that appears in search results is called the snippet. 

Search engines don’t always use a page’s meta description as the snippet. If you don’t provide a meta description or if Google deems your description unsuitable, Google will generate a snippet using content from your page.

The only exception is if you use the nosnippet meta robots tag to specify that you don’t want a snippet to show.

How Often Does Google Use the Meta Description?

Google uses the provided meta description (or a shortened version) as the search result snippet approximately 28% of the time, according to my research*.

So, Google ignores provided meta descriptions around 72% of the time. 

My finding aligns with Google’s statement on how snippets are determined:

Snippets are primarily created from the page content itself. However, Google sometimes uses the meta description HTML element if it might give users a more accurate description of the page than content taken directly from the page. 

—Google

Google may generate different page snippets for different keywords in an effort to better meet search intent—i.e., what the user wants.

For example, Google displays different content from this Cleveland Clinic page depending on the exact nature of the user’s query:

*Research methodology: I used the Keyword Overview tool to check the top 10 search results for 10 randomly selected keywords on desktop and mobile (U.S. database on April 16, 2025). Then, cross-referenced the snippets against the corresponding pages’ meta descriptions. You can view the raw data here.

Are Meta Descriptions Important?

Meta descriptions aren’t very important because they don’t directly affect your rankings in search results, and search engines display meta descriptions in search results only about 28%* of the time.

You'll often find more important things to focus on in search engine optimization (SEO). 

However: Meta descriptions can be important when they appear in search results. 

High-quality meta descriptions that are used for snippets can drive more traffic to your website by convincing users that your page is the best result for their needs. And this can lead to higher rankings in future search results, because Google’s Navboost algorithm may promote results that attract lots of clicks.

So, writing meta descriptions could give you an edge.

The process is generally quick, easy, and unlikely to have negative consequences.

5 Tips for Writing Meta Descriptions

Here are five tips for writing effective meta descriptions:

1. Consider Meta Description Length

To prevent the risk of Google truncating your meta description in search results, I recommend aiming for a maximum meta description length of 135 characters. 

My research* shows the average snippet length is 146.28 characters on desktop and 135.87 characters on mobile.

The exact number of characters displayed in a snippet depends on various factors, such as:

• The user's screen size
• The width of the characters (e.g., an "m" uses more space than an "i")
• Bolding (Google may bold terms related to the user’s query, and bolding requires more space)

2. Include Your Primary Keyword

Each meta description should include the page's primary keyword (the main search query you want the page to rank for) or something very close to it.

If your snippet doesn’t mention this phrase specifically, searchers might not think the page is relevant.

Plus, Google typically bolds terms that match or closely match the user’s query. This can make your result stand out and attract more clicks.

3. Address Search Intent

Meta descriptions that address search intent (i.e., what the user wants to achieve) are more likely to appear in search results and generate clicks.

So, consider your primary keyword’s main search intent.

For example:

• If you’re targeting a question keyword, consider providing an immediate answer in the meta description
• If you’re targeting a product keyword, consider including key product specifications and pricing information in the meta description

One of the best ways to understand intent is to look at the snippets your primary keyword currently generates.

You can view non-personalized search results for your target keyword and location in the Keyword Overview tool. Just click the “View SERP” link.

4. Use Imperative Sentences

Imperative sentences are sentences that start with a verb and tell the reader what to do, which can make your meta descriptions more persuasive.

For example, Ticketmaster uses two imperative sentences in this meta description:

This phrasing reassures the reader that they can achieve their goals on your page. And may persuade more users to click the result.

5. Consider Using AI

Many AI tools (or tools with AI features) can write meta descriptions for you.

For example, ChatGPT can generate meta descriptions in bulk from customized prompts:

Just bear in mind that AI systems can hallucinate (provide false information) and may not write meta descriptions as well as a human can.

AI systems can also struggle with counting, so they may struggle to provide meta descriptions within a particular length range.

If you use AI to generate meta descriptions, check their length and quality before adding them to your website.

How to Add a Meta Description to a Webpage

To add a meta description to a page, you need to add a meta description tag to the <head> section of the page’s HTML.

The meta description tag is structured like this:

Some website editors (such as Wix, Squarespace, and Shopify) let you add and edit meta descriptions by typing text into a designated field.

Like this:

Sometimes, you can attach a spreadsheet to update meta descriptions in bulk.

If not, you may be able to install a website plugin that lets you add and edit meta descriptions.

For example, the Yoast SEO plugin lets you add and edit meta descriptions on WordPress sites.

Improve Your Website’s Meta Descriptions

Meta descriptions may not be the most important factor in SEO, but improving your website’s meta descriptions can help you gain more control over your search engine presence and generate more traffic.

Not sure where to start?

Use the Site Audit tool to check your website for missing and duplicate meta descriptions.

And use the On Page SEO Checker to see where Google isn’t using your provided meta descriptions.

Then, prioritize these URLs based on how much organic traffic they generate.

You can also use these tools to uncover other SEO recommendations that may have a greater impact than adding new meta descriptions.