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How to write the perfect meta description (10 tips)

updated on February 05, 2025
Mobile phone display with meta description
Sebastian Prohaska
Author: Sebastian Prohaska

Owner & Managing Director of ithelps Digital. Since 2013, he has been deeply engaged in SEO and online marketing.

Your meta description is displayed on the search engine results pages (SERPs) and is your chance to get a few extra clicks by standing out from your competitors.

I'll show you how to create a meta description that grabs attention.

Read on to find out.


What is a meta description?

The meta description (meta description, called a snippet by Google) is a short summary of the content of a web page. It usually appears under the title of the page in the search results of the SERPs (Search Engine Result Pages) and in the feeds of social media platforms.

Illustration, die eine Meta Description darstellt

Meta description example

Let's say you write a blog article on the topic of "meta description" (such a coincidence). If someone searches for "meta description" on Google, your page could come up as a result. Google would then list your meta description under the title of your page. Something like "In this article, you'll learn how to optimise your meta description to stand out in Google search results." would be perfect.

Illustration einer Meta-Beschreibung

See how that tells the searcher what they can expect to find on your site?

  1. An article (not a sales page)
  2. What they will learn
  3. What benefit they will get from it

And last but not least, a call to action >>Read now!

That's what a good meta description does.

Where is the meta description inserted in the website?

A meta description is not visible to the user on the page, but only in the source code of the page, in which it is inserted as HTML markup alongside other meta tags (meta information) such as the title tag. It is read by the web crawlers and appears in the SERPs (Search Engine Result Pages).

The code for the meta description, i.e. the meta description tag, is located in the <head> area of your page. This is the part of the code that is not visible to website users.

Meta Description im html -Code

How is the meta description added to the website?

Adding a meta description to your page is actually quite simple.

How to add meta descriptions in WordPress

If you're using a content management system(CMS) like WordPress , all you have to do is go to the backend (where you write your articles) and look for a field labelled "Text excerpt". It is usually located just below the editor.

WordPress Backend-Ansicht mit dem Feld Textauszug

You can enter your meta description in this field. Once you're done, save your changes and that's it! Your new meta description can now be displayed in the SERPs.

If you are using an SEO plugin such as Yoast SEO, you will find this field in the Yoast SEO meta box, which also appears below the editor.

WordPress Backend mit Yoast SEO-Metabox

If you are not using a CMS but a static HTML website, you can still easily add your meta descriptions to your web pages. Access your pages via an FTP programme such as the free FTP client Filezilla, open them in a simple text editor and insert the following meta description tag in the <head> area.

The code snippet:

<meta name="description" content="Your meta description" />

What happens if the meta description is not filled in?

If you don't fill in a meta description for your page, Google will automatically create one for you by taking a snippet from the content. The problem with this is that Google doesn't always choose the best snippet. Sometimes Google even takes a completely irrelevant piece of content and shows it as a meta description.

However, this can also happen if you have written your own description.

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Info: Depending on the search query, Google may use text modules from your page that better match the search intent of the search query. A study by ahrefs from 2020 proves this impressively.

Diagramm der Studie von ahrefs

Source: ahrefs

However, it is definitely worth taking the time to write a good meta description yourself. Even if there is no guarantee that Google will display it, the chances of this happening are higher than if you don't have one of your own.

Is the meta description a ranking factor?

No, the meta description is not a ranking factor according to Google. In 2009, Google declared that meta descriptions and meta keywords no longer have a decisive influence on its ranking algorithms. Here is a quote from the Google Search Central Blog regarding meta descriptions as a ranking factor.

We sometimes use the description meta tag for snippets that we show, but we still don't use the description meta tag for our ranking.

However, the meta description can have an indirect effect on your ranking because it influences whether someone clicks on your page from the SERPs. If you have a high CTR (click-through rate), this means to Google that your page is relevant to the searcher's query. And relevance is definitely a ranking factor.

The length of the meta description

Meta descriptions can basically be as long as you want. However, only a limited length will be displayed.

The limit set by Google for the displayed length of meta descriptions is

  • Desktop: 923 pixels or ~156 characters including spaces
  • Mobile: 640 pixels or ~120 characters including spaces

It's best to stay under these values so that your entire description is visible in the SERPs, as Google could cut off your meta description if it's too long.

Note: If Google displays the publication date, the description will be shortened by additional characters.

If you want to be on the safe side, use a SERP snippet generator such as the one from SISTRIX or the SERP snippet generator from ithelps. These tools simulate the SERP snippet. They show you how your meta description will look in the SERPs and also tell you whether it is too long.

Should every subpage of a website have a meta description?

The meta description should definitely be included on all pages that are indexed by search engines. This description can be short for pages such as contact or privacy, but the homepage and important subpages should have unique and optimised descriptions to achieve the best possible results - a high click through rate.

Snippet optimisation - best practices for a good meta description

You now know that your meta description is an important element of search engine optimisation (SEO). It tells search engines and potential visitors what your page is about and can help you rank higher in search results (indirectly via the click-through rate).

To fulfil this requirement for users and search engines, it should meet a few criteria that have become established as best practices and that I will share with you as tips.

10 tips for writing a good meta description

1. Keep it short and sweet

You only have a limited amount of space for your meta description, so use it wisely. Make sure it's no longer than 155 characters, otherwise Google will cut it off with an ellipsis (...).

2. Use the focus keyword and keywords

As with the rest of your website content, you should also make sure that you use targeted keywords in your meta descriptions. These are words or phrases that relate to your website and that potential customers are searching for. Including them will improve your chances of ranking well on search engine results pages (SERPs).

3. Emphasise your USP

What makes your company or offer unique? Why should people visit your website and not your competitor's? Mention what sets you apart in your meta descriptions.

4. Be concise and clear

This ties in with our first tip - don't try to cram too much information into your meta descriptions! Keep them concise and clear so people know exactly what to expect on your site.

5. Write for your target audience

Always remember who you're writing for - your target audience! Write meta descriptions that address the needs and interests of the people you want to attract to your site. If you're not sure who these people are, take some time to create buyer personas for your business. Once you've created buyer personas, it's much easier to write copy - like meta descriptions - that will appeal to them.

6. Use a hook

Start your meta description with a catchy phrase or statistic that leaves them wanting more. This is your chance to make a great first impression!

7. Avoid duplicate content

As with the rest of your website content, you should also make sure that your meta descriptions are unique. Search engines penalise websites with duplicate content, so it's important to avoid this if you want to rank well.

8. Include a call to action

Tell people what you want them to do when they're on your website. Do you want them to buy something? Get in touch with you? Sign up for your newsletter ? Make this clear in your meta description with a clear call to action (CTA).

9. Use correct grammar and spelling

This may seem obvious to you, but you'd be surprised how many people don't care about correct grammar and punctuation in their meta descriptions (or on their website for that matter). Don't let your business be one of those people! Pay attention to correct grammar and spelling to make sure your meta description makes a good and professional first impression.

10. Test, test, test

Test your meta descriptions to see how they work. Use different versions and see which one gets the most clicks. Try different combinations of keywords and calls to action to see what works best for your business. There is no perfect formula for writing meta descriptions, so it's important to experiment to find out what works best for you.

Conclusion

You've now learnt what a meta description is and what it means for your site. Let's briefly summarise again.

  • A meta description is a short, meaningful summary of a website that is used to address potential customers on the search engine results pages (SERPs). It summarises the content of a website and describes what users can expect when they visit the site.
  • Although meta descriptions are not a direct ranking factor, they can help to improve your click-through rate (CTR) and attract more visitors to your website.
  • It's important to write meta descriptions that are both effective and in line with best practices. We have summarised the best practices in 10 tips. If you apply them, you'll be well on your way to an effective meta description.

Now it's your turn to optimise your meta descriptions. Implement the 10 tips and you should see an increase in the number of visitors to your website in no time!

 

 


Any questions?

If you have any further questions on the topic or would like professional support, feel free to get in touch with us. Send an email to office@ithelps-digital.com, call us at +43 1 353 2 353, or reach out for us on our contact page.



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