Making Good Meta Descriptions – Not for humans. For robots. But still matters.
Meta Descriptions: The 155‑Character Sales Pitch You Keep Ignoring
Meta descriptions are the tiny blurbs under your title in search results - the difference between a click and a shrug. Most sites treat them like an optional garnish. They're not. They're your ad copy on the SERP.
Two clarifiers before we start:
They don't directly boost rankings. Google doesn't use the description tag as a ranking factor.
They do influence clicks. Better click‑through = more traffic from the rankings you already have. That matters.
What Meta Descriptions Are (and Are Not)
Are: Short, human‑readable summaries that help searchers decide if your page solves their problem.
Are not: A dumping ground for keywords, a second headline, or a place for your brand manifesto.
Frequently rewritten: Google often swaps your tag for on‑page text that better matches the query. Write them anyway - especially for key pages - so you at least start the conversation.
Basic tag:
<meta name="description" content="Clear, specific summary of the page that matches search intent and gives a reason to click.">
Why They Matter (Even If Google Plays Editor)
Control the pitch: If you don't write one, the snippet roulette machine does.
Match intent fast: Users scan, not study. Your description should answer "Is this what I need?" in one breath.
Improve perceived relevance: Query terms get bolded in the snippet. Speak the searcher's language and you look instantly useful.
How to Write Meta Descriptions That Actually Earn Clicks
1) Lead with the outcome
Describe the result the reader gets, not your feelings about the topic. Bad: "Our comprehensive guide discusses keyword research." Better: "Learn keyword research that finds topics you can rank for this month."
2) Write for pixels, not mythology
There's no magic "exact" length. Aim for what typically fits: roughly 150–160 characters on desktop. If you need a few extra characters for clarity, use them. Clarity beats a clean cut‑off.
3) Mirror the search intent
Figure out what the SERP is rewarding (how‑to, comparison, pricing, local). Reflect that in the copy:
How‑to: "Step‑by‑step instructions and tools to do X without Y."
Comparison: "X vs Y: features, pricing, and when to pick each."
Pricing: "Real costs, hidden fees, and how to budget for X."
4) Use the keyword - once, like a normal person
Include the primary term naturally. No stuffing. Synonyms help catch the bolding without sounding robotic.
5) Be specific
Numbers and concrete details beat fluff: timeframes, quantities, formats (template, checklist, examples).
6) Use an action‑led voice
Start with verbs: Compare, Find, Learn, Calculate, Download, Build, Diagnose. It reads like help, not hype.
7) Keep one promise
Pick a single, valuable takeaway and sell that. Multi‑promise blurbs read like corporate soup and get skimmed past.
8) Make each one unique
Duplicate descriptions across a site are an own goal. Template them if you must, but vary the parts that matter.
9) Avoid weird characters
Fancy quotes, emojis, and Unicode glyphs render inconsistently and can look spammy. Keep it clean.
10) Expect rewrites - and test anyway
Watch impressions and CTR in Search Console. If CTR is low while impressions are strong, try a new angle (intent, specificity, verb choice). Change one variable at a time.
Patterns You Can Steal (and Fill Properly)
How‑to
"Learn how to [do task] with a simple [time frame/step count] process - tools, examples, and pitfalls to avoid."
Comparison
"[Tool A] vs [Tool B]: features, pricing, and real‑world use cases so you can pick the right fit."
Pricing
"**[Service] pricing in [year] - typical costs, extras to watch, and ways to save without cutting quality."
Templates or Examples
"[Topic] templates and examples - downloadable formats with notes on when to use each."
Local or Service
"[Service] in [City] - pricing, timelines, and [key differentiator] from a team that actually answers emails."
Ecommerce or Product
"[Product name] - [top benefit], [key spec], and [use case]. See sizing and care details before you buy."
Before‑and‑After Examples
Weak → Stronger
"All About Meta Descriptions" → "Meta Descriptions: How to Write Snippets That Earn Clicks"
"Improve Your Site Speed Tips" → "Cut Page Load Under 2 Seconds with These Site Speed Fixes"
"Productivity Guide" → "Daily Productivity: A 20‑Minute System You Can Keep Using"
"CRM vs Spreadsheets" → "CRM vs Spreadsheets: Costs, Trade‑offs, and When to Switch"
Notice the pattern: one clear benefit, matched intent, normal language.
Special Cases (Where People Usually Mess Up)
Huge catalogs: Don't hand‑write 20,000 descriptions. Use programmatic templates with tokens (product, category, key feature). Then hand‑tune bestsellers. Example:
Buy {Product} - {Key Benefit}. Specs: {Spec A}, {Spec B}. Free returns.Paginated/filtered pages: If they're indexable, describe the set, not a single item. If they shouldn't be indexed, fix that first.
Multi‑language: Localize intent and idioms; don't machine‑translate the English blurb and call it a day.
When to skip writing: For long‑tail pages with wildly varied queries, letting Google assemble a snippet from the page can perform better. Test.
Technical Odds and Ends (Worth Knowing)
Match, don't mirror, the H1. Same promise, different wording.
You can influence snippets, not control them. Google may grab text near the matched query instead. Make sure the on‑page first paragraph is also a good summary.
Robots controls: *
nosnippetkills the snippet entirely (usually don't). *max-snippet: [number]limits length. *data-nosnippeton an element stops that chunk from appearing.Structured data: Rich results come from schema, not meta descriptions. Don't try to brute‑force them with copy.
Quick Checklist
One page, one unique meta description.
~150–160 characters, but clarity first.
Primary keyword once, naturally, near the start.
Clear outcome + action verb + specific detail.
Matches SERP intent for the target query.
Clean characters; no emoji clutter or HTML.
First on‑page paragraph also works as a snippet.
Tested and iterated in Search Console.
Useful Resources
Yoast: Meta Descriptions Guide - https://yoast.com/meta-descriptions/
Google: Snippet Guidelines - https://developers.google.com/search/docs/appearance/snippet
Shopify: How to Write Meta Descriptions - https://www.shopify.com/au/blog/how-to-write-meta-descriptions