A meta description is the snippet under your title in search results, your pitch for the click.
It is not a direct ranking factor. An accurate summary helps readers decide whether the page meets their needs, without guaranteeing clicks or rankings.
1. Lead with the benefit
Say what the reader gets, up front. They decide in a glance whether to click.
2. Include the keyword
Use the search term naturally; Google bolds it in the snippet. It reassures the searcher they are in the right place.
3. Keep it around 150 characters
About 150 characters can be a practical preview guideline, not a fixed Google limit. Display varies by device and query; put important information first.
4. Add a reason to click
A clear benefit, a number, or a light call to action beats a flat summary.
5. Make each one unique
Never reuse the same description across pages. Duplicates confuse Google and waste the slot.
A common trap: Google sometimes rewrites your description. Write an accurate one, while ensuring the page itself also provides useful text for query-specific snippets.
Where people slip up
- Leaving it blank. You lose the chance to offer a concise summary; Google can still select relevant text from the page.
- Keyword stuffing. It reads as spam and earns fewer clicks.
- Duplicating across pages. Each page needs its own pitch.
Further reading: Google snippet guidance.