Definition: A meta description is an HTML attribute (written as <meta name=”description” content=”…”>) in the <head> section of a web page that provides a brief summary of the page’s content. It appears as the grey descriptive text beneath the title tag in Google search results and on social media link previews (when no Open Graph description is set). Meta descriptions are not a direct ranking factor, but they significantly influence click-through rate.
Why It Matters: While Google does not use the meta description as a ranking signal, it is one of the first things a user reads when deciding whether to click a search result. A well-written meta description that clearly communicates the page’s value, includes the target keyword (which Google bolds when it matches the search query), and ends with a subtle call to action consistently achieves higher click-through rates than a vague or missing description. Higher CTR signals relevance to Google, which can indirectly support rankings. For pages competing in similar positions in search results, the meta description is often the deciding factor in which result a user clicks.
How It Works: Meta descriptions are set in HTML or through an SEO plugin (Yoast SEO or Rank Math in WordPress). Best practices include: keeping descriptions between 150–160 characters (longer descriptions are truncated in search results, particularly on mobile), writing in active voice with a clear benefit statement, naturally including the primary keyword, and avoiding duplication across pages. Google frequently rewrites meta descriptions — pulling a relevant excerpt directly from the page content — if it determines the written description does not adequately reflect the page’s content for the specific search query. Each page should have a unique, manually written meta description regardless.
Related: Title Tag, On-Page SEO, Search Engine Results Page, Click-Through Rate, Open Graph