What Is a Meta Description and How to Write One That Gets Clicks

A meta description is the short text that appears under the title in Google results. It does not directly affect your position, but it often decides whether someone clicks on you.

What a meta description is

The meta description is written into the page’s code and visitors do not see it on the page itself. They see it in search results, under the title tag. Together they are your small ad on Google, only free.

How long it should be

Google shortens descriptions by display width, not character count. In practice around 120 to 155 characters works well. Put the most important part first in case the end gets cut.

How to write a good meta description

1. Answer the search. If people search for a price, mention the price or a range.
2. Include the keyword. Google bolds words from the search, so the description catches the eye.
3. Give a reason to click. A concrete benefit, number, timeframe or what the visitor gets.
4. Write for people. In full sentences, without lists of keywords.
5. One description per page. The same description on several pages helps none of them.

A weak example: “Welcome to our website. We offer various services at affordable prices.”

A better example: “Custom kitchens in Rijeka, from measuring to installation in six weeks. See finished kitchens and request a free measurement.”

Why Google sometimes shows a different description

Google may show a part of your page’s text instead of your description if it decides it fits the search better. This is normal and happens more often when the description does not match what someone typed. A good description that follows search intent will be used more often.

How to check the impact

In Google Search Console look for pages with many impressions and a low CTR. For those, the title or description is the first thing to change. After the change, compare clicks over a few weeks.

I write titles and descriptions as part of the website SEO and copywriting services.