How to write a good meta description ?

If you want to boost your site’s visibility and attract more clicks on Google, you really need to pay attention to your meta descriptions.

You might be wondering, what is a meta description? Essentially, it’s a short summary of your page that appears below the title in search results. While Google doesn't use it directly for ranking your page, a good meta description can significantly increase your click-through rate (CTR).

"The meta description is an opportunity to stand out from other search results and convince users to visit your website."
Florian Valloire – Senior SEO Strategist at Digitad

So, let’s dive into how to write a meta description that stands out!

Why meta descriptions matter ?

You might be wondering: does a meta description affect SEO? While it's not a direct ranking factor, the way users interact with your page once it appears in search results (through clicks, time on site, and bounce rate) does impact your SEO performance.

1. Influence on click-through rate (CTR)

An attractive meta description encourages users to click on your site rather than competitors.

A study by Backlinko in 2020 found that “pages with a high click-through rate tend to rank better on Google” because clicks are a signal of user interest and relevance. Meta descriptions play a crucial role here because they directly influence whether or not people click on your link.

For more on optimizing content for higher CTR and engagement, check out Blogging statistics (2025): Key metrics you need to know for blog growth.

2. Enhancing user experience

Google promotes sites that optimize UX. A well-crafted meta description helps users understand a page's content before clicking, reducing uncertainty and improving engagement.

A clear and accurate meta description ensures that users know what to expect before entering the page, leading to better alignment between search intent and page content. This results in lower frustration, longer time spent on the page, and improved satisfaction.

Example of an optimized meta description for better UX:

• Meta Description: "Struggling with SEO? Learn how to craft powerful meta descriptions that improve click-through rates and boost rankings."

• Why it works: It clearly defines the page’s purpose, provides a benefit, and sets the right expectation.

By prioritizing user experience through a well-written meta description, websites can increase engagement metrics such as average session duration and decrease bounce rates, both of which indirectly support better rankings in search engines.

For instance, when adding a blog to your site, using a CMS like Inblog ensures your content is SEO-friendly from the start. With built-in SEO tools, Inblog simplifies the process of adding optimized meta descriptions, titles, and other elements that improve your user experience.

3. Impact on bounce rate

A misleading meta description can lead to a high bounce rate.When users click on a link expecting one type of content but find something different, they are likely to leave the page immediately.

This quick exit, or "bounce," signals to Google that the page might not be delivering what users are searching for. If many users bounce quickly, Google may rank the page lower over time because it appears less relevant to search queries.

Example of a misleading meta description:

• Meta Description: "Download free SEO tools to boost your website’s ranking instantly!"

• Actual Content: A blog post discussing SEO strategies, but no free tools offered.

Additionally, Google’s Search Central states that while meta descriptions aren’t a direct ranking factor, they “help search engines understand the content of a page,” and users rely on them to decide if a result is worth clicking. So, when you write a good meta description, you’re enhancing your chances of getting clicked on, which can improve your SEO performance over time.

Also, Google rewrites meta descriptions 62,78% of the time :

Google often rewrites meta descriptions displayed in search results when it determines that the provided description is not relevant enough to the user’s query. This can happen for several reasons:

• Irrelevance: The provided meta description does not match the user’s search intent.

• Too short or too generic: Google prefers a more detailed or specific description.

• Poor optimization: Overuse of keywords, overly promotional content, or poor readability.

• Query matching: Google may select a snippet from the page’s content that better matches the search query.

Even though Google frequently rewrites them, writing optimized meta descriptions is still essential for several reasons:

• Control over messaging: A well-crafted meta description has a higher chance of being retained.

• Improved click-through rate (CTR): A compelling description attracts more visitors.

• Reduced reliance on Google’s automation: Without a meta description, Google extracts text automatically, which may not always be relevant.

How long should a meta description be?

The ideal length for a meta description is between 150 and 160 characters. If your description is too long, Google might truncate it, cutting off important information. If it's too short, it might not provide enough value to users.

For example, Google’s search results typically show only the first 150-160 characters of the meta description. If your description is longer, the extra text may get cut off, potentially losing out on valuable information.

In fact, Yoast SEO, one of the most popular SEO tools, recommends that you keep your meta descriptions within this character limit to ensure that your snippet appears fully in the search results. Yoast also provides a real-time preview so you can adjust the length accordingly.

Example:

• Correct: "Discover the best SEO techniques to boost your Google rankings, optimize your website pages, and drive more organic traffic, improving your online visibility and success."

• Too long: "SEO is essential for improving your site's visibility on search engines. Learn how to optimize your web pages with effective strategies that enhance your content, increase your rankings, and attract more organic traffic over time, helping your business grow and gain more online success with advanced techniques and tools.”

Also, understanding how to optimize your URLs for SEO can further improve your content's visibility and relevance in search results.

How to write a good meta description ?

Writing a compelling meta description involves more than just fitting a keyword into a text box. You need to ensure that your description is both engaging and descriptive. Here’s how to do that:

1. Be concise but catchy:

You have a very limited number of characters, so make them count. Grab users' attention quickly by highlighting the most important aspects of your page. Think of it as an advertisement for your content.

Effective Example: "Increase your traffic with practical and effective SEO tips. A complete guide to improving your Google ranking!"

Ineffective Example: "Learn everything about SEO and how it can improve your website in a few easy steps."

“See the meta description as the last chance to convince a user to click on your site—make it impactful and stand out from your competitors."
Florian Valloire – Senior SEO Strategist at Digitad

2. Use keywords:

Including your main target keyword in your meta description is essential. According to Neil Patel, a digital marketing expert, “using relevant keywords in your meta description can help with visibility in search engines.”

Google will highlight the keywords you use, which can attract the attention of users searching for those terms. However, be careful not to keyword-stuff (overloading your description with too many keywords) — this can make the text sound unnatural.

With Inpages, a tool designed for in-depth keyword research, you can analyze your competitors’ keyword strategies and identify the best terms to target.

3. Match the content:

One mistake you want to avoid is misleading users. If your meta description doesn’t match the content on the page, users will leave quickly, which increases your bounce rate. 

Yoast emphasizes that "misleading descriptions will also increase your bounce rate," which can diminish trust in your website.

Also, a Google Webmaster Central Blog Post written by Raj Krishnan, states that:

“We want snippets to accurately represent the web result. We frequently prefer to display meta descriptions of pages (when available) because it gives users a clear idea of the URL's content."

4. Use a call to action (CTA):

A simple, clear call to action such as “Read more,” “Buy now,” or “Learn more” can significantly improve the likelihood of a user clicking on your link. It’s an easy way to encourage action and increase engagement.

5. Unique for each page:

Don’t use the same meta description across all pages. Every page should have a unique meta description that summarizes the content and entices users to click. This practice will avoid confusion and help your pages stand out from one another in search results.

According to Search Engine Journal, “duplicate meta descriptions can confuse search engines and hurt your click-through rate.”

6. Use action-oriented verbs

Incorporate directive verbs to encourage users to take immediate action. Phrases like "Shop now," "Order today," and "Get started" give users a clear direction and create a sense of urgency, increasing the likelihood of clicks.

• Effective example: "Shop eco-friendly cosmetics and zero-waste accessories—Order now for 20% off!"

• Ineffective example: "You can shop cosmetics and accessories here."

7. Combine selling points to save space

In meta descriptions, space is limited. Combine related selling points when possible to maximize the message without being repetitive. For instance, instead of separately listing "cosmetics" and "accessories," you can group them as "eco-friendly cosmetics and zero-waste accessories."

Example: "Eco-friendly cosmetics and zero-waste accessories for a sustainable lifestyle."

8. Include numbers and commercial arguments

Numbers make a description stand out. Including percentages like "Save 20%" or "Free shipping" provides immediate value to users and prompts them to click on your link.

Example:"Save 20% on your first order of eco-friendly cosmetics and accessories—Shop now!"

Numbers are a great way to catch the eye of users and create urgency, especially in competitive industries.

9. Avoid unnecessary phrases

Every character counts. Avoid using words or phrases that do not provide value. For example, instead of saying "Welcome to our website," get straight to the point with "Find eco-friendly cosmetics and accessories."

Examples of good meta description :

Example of Duolingo :

This is a good meta description for several reasons:

1. Concise & informative : It clearly conveys what Duolingo offers (a free app for learning languages) in just a few lines.

2. Engaging & inclusive : The phrase "everyone can Duolingo" makes it feel accessible to all users.

3. Clear call to action : It encourages users to use the app "with our free mobile app or web and a few minutes a day."

4. SEO optimization : It includes relevant keywords like "learn 30+ languages," "bite-size lessons," and "based on science," which can help improve search rankings.

5. Trust & credibility : The mention of lessons being "based on science" adds legitimacy and appeal to potential learners.

Example of Medium:

This meta description is effective for several reasons:

1. Clear value proposition : It immediately tells the reader what they will gain: a step-by-step guide to writing a great post.

2. Authority & credibility : The author mentions drawing from personal experience and expert insights from top bloggers, which builds trust.

3. Engaging & actionable : Phrases like "I'll take you through" create a sense of guidance and personal connection, encouraging users to read more.

4. SEO & click-worthiness : Keywords such as "step-by-step guide," "how to write a great post," and "top bloggers" help with search visibility and attract the right audience.

5. Concise yet informative : It keeps the description short while packing in essential details, making it effective in search results.

How to check the meta description of a website

Now that you know how important meta descriptions are, how do you check them for your website?

Quick way: Right-click > “View Page Source” and search for <meta name="description">

Also, you can easily do this by using SEO tools like Yoast SEO on WordPress, or even through Google Search Console. These tools allow you to see what your current meta descriptions look like in search results and whether they’re optimized for clicks.

If you’re using WordPress, Yoast SEO provides an easy-to-use snippet editor where you can enter and preview your meta description in real-time. You can also check for common issues like character count, keyword usage, and readability.

For a broader check of your entire site, Google Search Console can help you see if your pages are properly indexed, if they have a meta description, and if they need optimization.

Final thoughts :

To sum it up, meta descriptions are a crucial but often overlooked aspect of SEO. They may not directly affect rankings, but they can increase your click-through rate, improve user engagement, and ultimately boost your overall SEO performance. Writing an effective meta description isn’t just about fitting in a keyword — it’s about providing value to the user and making your page stand out.

Here’s a quick recap of the key points:

• Aim for 150-160 characters to avoid truncation.

• Include keywords but don’t overstuff them.

• Make each description unique to avoid duplication.

• Use a call to action to entice clicks.

• Regularly check your meta descriptions to ensure they’re optimized.

Remember, crafting the perfect meta description is your opportunity to grab a user's attention — make it count!

Meta descriptions are just one part of your SEO strategy. If you’re looking to improve your blog’s visibility even more, check out our guide on “Subdomain vs Subdirectory: Which one is better for SEO and why? (2025)” to make the right choice for your site!