Meta Description
A meta description is an HTML attribute that provides a brief summary of a web page, often displayed below the title tag in search results.
Definition
The meta description (`<meta name="description">`) is not a direct ranking factor. Google has explicitly stated it does not use meta descriptions in ranking algorithms. However, it is one of the most important click-through rate (CTR) optimizers. A well-written meta description convinces a searcher to click your result instead of a competitor's.
Writing Effective Meta Descriptions
Keep descriptions between 150-160 characters. Include the target keyword naturally (it gets bolded in SERPs when it matches the query). Include a value proposition or call to action. Make each description unique. Avoid quotation marks because Google truncates at them in some display formats.
Google Rewrites Meta Descriptions Too
Like title tags, Google frequently rewrites meta descriptions, pulling text from the page body if it considers the provided description inadequate. To minimize rewrites, ensure your meta description accurately reflects the page content and includes the key information a searcher needs.
Note
Key takeaways
- Meta descriptions are not a direct ranking factor
- They are the most important CTR optimization you control
- Google rewrites descriptions that don't match page content
At a glance
- Ranking Factor
- No (directly)
- CTR Impact
- High
- Length
- 150-160 characters
How Atomic Glue helps
Atomic Glue builds SEO strategies that turn technical fundamentals into measurable rankings. Get in touch to discuss your SEO & GEO services needs.
Get in touchUnderlined terms have their own entry. Selecting one shows it on the map below.
Atomic Glue. "Meta Description." Glossary.atomicglue.co/glossary/meta-description
How Meta Description connects
A meta description is an HTML attribute that provides a brief summary of a web page, often displayed below the title tag in search results.
Definition
The meta description (<meta name="description">) is not a direct ranking factor. Google has explicitly stated it does not use meta descriptions in ranking algorithms. However, it is one of the most important click-through rate (CTR) optimizers. A well-written meta description convinces a searcher to click your result instead of a competitor's.
Writing Effective Meta Descriptions
Keep descriptions between 150-160 characters. Include the target keyword naturally (it gets bolded in SERPs when it matches the query). Include a value proposition or call to action. Make each description unique. Avoid quotation marks because Google truncates at them in some display formats.
Google Rewrites Meta Descriptions Too
Like title tags, Google frequently rewrites meta descriptions, pulling text from the page body if it considers the provided description inadequate. To minimize rewrites, ensure your meta description accurately reflects the page content and includes the key information a searcher needs.
Note
A common myth: meta descriptions are a ranking factor. They are not. But they drive clicks, and click-through rate correlates with rankings over time. Treat them as micro-ad copy for the SERP.
Key takeaways:
Meta descriptions are not a direct ranking factor
They are the most important CTR optimization you control
Google rewrites descriptions that don't match page content