What Are Meta Descriptions And How to Write Them [Free Tools Inside]

Updated by Chima Mmeje — March 24, 2025.

A meta description element is a short snippet that summarizes a webpage’s content. It appears below the title in search engine result pages (SERPs) and helps users decide whether to click.

Meta descriptions also appear in social media previews, making them essential for attracting attention. However, search engines may sometimes replace your meta description with your page content if it matches a user’s query better.

Although meta descriptions may not directly impact search engine rankings, they play a key role in driving traffic and improving user engagement by influencing how your webpage appears in search engine results. 

Here’s why they matter:

• Boost click-through rates (CTRs): A well-written meta description encourages users to click your link in search engine result pages (SERPs), increasing traffic to your site.
• Reflect search intent: Meta descriptions align with what users are searching for, providing a clear summary of your page’s content.
• Enhance user experience: They set accurate expectations, helping users quickly determine if your page meets their needs.
• Indirectly support rankings: While they don’t directly affect rankings, higher CTRs signal to search engines that your content is relevant and engaging.
• Increase social sharing: Meta descriptions appear in social media previews, attracting clicks and shares with clear, engaging summaries.
• Help search engine bots understand your page’s content: Meta descriptions give bots a quick summary of your page, helping them index content accurately and match it to search queries.

Having a relevant meta description that aligns with the content and target keywords is crucial. It summarizes the page's content and influences click-through rates by showing relevant keywords bolded in search results, which can indirectly impact search rankings.

For example, a mobile phone user might sometimes see a meta description of a different length than a laptop user. Here's an example of Google showing an ellipsis (...) where it is truncating a SERP entry's meta description after the word “see”:

Example of meta description in SERPs

The meta description appears as part of your SERP snippet, just below the page’s link and clickable title tag. In this example, the words after the date are what Google is showing as a meta description tag for this nature website in Scotland:

Example of meta description on social media

Links shared on social media will often pull the meta description as part of the linked-to content, as in the tweet below, where the text starting “The lumberjack-hydrologists” is being brought in from the metadata of this news article.

To create a meta description that stands out and drives clicks, keep these key characteristics in mind:

• Length: The ideal length of a meta description is 120–160 characters. This ensures your description is concise yet informative and fully visible in search engine result pages (SERPs).
• Uniqueness: Avoid using duplicate meta descriptions across multiple pages. Each description should uniquely summarize the content of its specific page. Unique meta descriptions help search engines and users differentiate between pages, preventing potential duplicate content issues.
• Relevance: Reflect the core content of your page and include primary keywords to align with user search intent.
• Call to action (CTA): Use phrases like “Learn more,” “Get started,” or “Find out how” to encourage users to take action.

Effective meta descriptions require avoiding common pitfalls that hurt your click-through rates and user trust. Here are the mistakes you should steer clear of:

• Too long or too short: Descriptions longer than 160 characters risk being cut off in search results, while overly short ones can appear unfinished or lack necessary detail.
• Keyword stuffing: Avoid cramming in a string of keywords. Meta descriptions should read naturally and provide value to the reader.
• Vague or misleading content: Ensure your meta description reflects the actual content on your page. Misleading descriptions can confuse users and increase bounce rates.
• Duplicate descriptions: Reusing the same meta description across multiple pages dilutes their uniqueness and impact.
• Spammy claims: Over-the-top phrases like “best in the world” can make your organization appear untrustworthy or unprofessional to searchers.
• Missing a call to action: Forgetting to include an action-oriented phrase can make your description less engaging and reduce clicks.
• Neglecting user intent: Writing descriptions that don’t align with what users are searching for can lead to missed opportunities.
• Not checking how they appear in SERPs: Review how your meta descriptions look in search results. Truncated descriptions can create unintended messaging, like “We provide fraud” instead of “We provide fraud protection services.”

Writing a great meta description requires balancing clarity, engagement, and SEO principles. Think of it as your elevator pitch—a concise, compelling summary that convinces searchers why they should click your link.

While it may not be a direct ranking factor, it significantly impacts click-through rates by enticing users to click on your link within search results.

Follow these steps and tips to create descriptions that drive traffic and trust:

Understand search intent

A good meta description directly aligns with searchers’ intent and offers a unique perspective that encourages clicks from search engine users.

To write an effective meta description, identify the problem your users are trying to solve, the type of information they need, and how your page provides the solution. Then, analyze competitors’ meta descriptions to find opportunities to stand out.

Use primary keywords

Incorporate your primary keywords naturally to signal relevance to both search engines and users. Tools like Google Search Console can help you identify the keywords your audience is searching for. Avoid keyword stuffing—your description should feel natural and engaging.

Add a CTA

Encourage users to act with CTAs like:

• “Shop now to find the perfect solution.”
• “Learn more about optimizing your website.”
• “Discover how to improve your online visibility.”

CTAs help motivate users by clearly defining the next step they should take.

Keep it engaging and clear

Write in a conversational tone that directly addresses the reader. Make it easy to understand and avoid robotic or overly complex language. Your meta description is your "elevator pitch"—use it to describe your unique value proposition (UVP) in as few impactful words as possible.

When writing your meta description:

• Use emotional or attention-grabbing phrases to create a desire to click
• Implement E-E-A-T principles (Experience, Expertise, Authority, and Trustworthiness) to instill confidence and trust in your content

Use analytics

Even the best-written meta descriptions may need adjustments over time to stay effective. Analytics tools can help you identify what’s working and where improvements are needed.

• Evaluate performance with Google Analytics:
  Use metrics like click-through rate (CTR) to assess how well your meta descriptions are driving traffic. A low CTR may indicate that your description isn’t compelling or aligned with user intent.
• Identify underperforming pages:
  Focus on pages with high impressions but low CTRs in Google Search Console. These are prime candidates for meta description updates.
• Test and refine your descriptions:
  Experiment with new descriptions for underperforming pages by:
  • Highlighting a stronger value proposition.
  • Adding a more engaging call-to-action (CTA).
  • Revising the wording to better match searcher intent.
• Monitor and iterate:
  After updating, track the impact on CTR and traffic. Analytics tools like Moz Pro Site Crawl allow you to compare before-and-after performance, helping you refine your approach further.

Optimize for SERPs and social media

Meta descriptions serve a dual purpose: they appear in search engine result pages (SERPs) and as previews when sharing links on social media platforms.

They act as summaries when your page is shared on platforms like Facebook, LinkedIn, or Twitter and determine whether users click to learn more. A strong meta description also ensures your messaging is cohesive, no matter where users encounter your link.

To optimize meta descriptions for SERPs and social media:

• Focus on clarity and engagement: Write informative descriptions that spark curiosity, enticing users to click.
• Consider platform-specific contexts: While your description should work for SERPs, consider how it looks as a social media preview. Ensure it aligns with your branding and tone.

Additional tips for writing meta descriptions

• Write unique descriptions for every page: Avoid duplication and ensure each description accurately summarizes the page’s content.
• Include local business details if relevant: Add contact information, addresses, hours, or other details to help users connect with your business directly from the SERPs.
• Fact-check AI-generated descriptions: If you’re creating meta descriptions at scale using AI, review them carefully for accuracy, diversity, and readability.
• Update descriptions as needed: Revisit and revise meta descriptions whenever you update your page content to ensure they reflect the latest information.
• Preview how they appear in SERPs: Check for truncation or odd phrasing (e.g., “We provide fraud” instead of “We provide fraud protection services”) to maintain professionalism.

There are several tools available for managing meta descriptions, each offering unique features to help you optimize this crucial SEO element:

• Moz Pro: A comprehensive SEO toolset that includes a site crawl feature to identify pages with poor or missing meta descriptions, helping you fix them quickly.
• Google Search Console: A free tool that allows you to monitor and optimize your website’s search engine rankings and meta descriptions, providing valuable insights into performance.
• To the Web: A meta description tool that emulates what your mobile and desktop SERP result might look like based on the meta description you provide. 
• Free GPT from Chima Mmeje: This is a simple GPT that generates meta descriptions. Just upload the file, and it will give you a 165-character meta description.

These can be useful to play around with, but it's important to know that these types of tools are not always accurate.

Write concise, engaging, keyword-rich, and user-focused descriptions. Test and refine underperforming meta descriptions using analytics tools to improve results. By optimizing meta descriptions, you can boost traffic and deliver the right message to your audience.

What is the optimal meta description length?

Meta descriptions should be between 50–160 characters or around 680 pixels. Search engines may truncate them based on the device, so always preview them for desktop and mobile.

What is an example of a meta description?

A good example for this post would be:
"Learn how to write the perfect meta description to boost your site's visibility and click-through rates."

Where is the meta description located?

In a website’s code, they are found in the <head> section of the HTML. Most CMS platforms have fields to input them for each page.

Is a meta description important for SEO?

While meta descriptions don’t directly affect rankings, they indirectly influence SEO by improving click-through rates (CTR) and user engagement.

What is the best meta description?

The best meta description matches search intent, uses relevant keywords, and includes a clear call-to-action to encourage users to click.

How do meta descriptions affect CTR?

Meta descriptions act as an "elevator pitch" for your page, aligning with search intent and persuading users to click by providing relevant information.

Why won’t Google use my meta description?

Google might rewrite your meta description if:

• It is missing or poorly written. Google rewrites meta descriptions to ensure they are relevant and useful
• It doesn’t align with the user’s search intent
• The page covers multiple topics, prompting Google to select content from the page itself

Should I still write meta descriptions if Google rewrites them?

Yes, because:

• Custom descriptions still display some of the time
• They provide context for Google and social media previews
• A good description can boost click-through rates when displayed as intended