Meta description
A meta description is an HTML meta tag that provides a concise summary of a web page’s content, typically appearing as the snippet of descriptive text beneath the page title in search engine results pages. It is placed in the head section of a web page’s HTML and is one of the first things a searcher reads after the title tag when deciding whether to click through to a page. While it does not directly influence search rankings, it significantly affects click-through rates from search results.
Search engines may use the meta description as written, or they may override it with a snippet of page content they deem more relevant to the specific query. Writing descriptions that accurately reflect the page’s content, lead with the most compelling information, and stay within the recommended character limit of around 155 characters maximises the chance that your written description will be used as intended and will earn the click from a relevant searcher.
For B2B content marketers, every significant page on the website should have a unique, carefully written meta description. This includes blog posts, landing pages, product pages, and glossary entries. Treating the meta description as a micro piece of copywriting, with the same attention given to a subject line or an ad headline, is the most effective approach: the goal is to earn the click from a relevant searcher in a few words by communicating exactly what value the page delivers.
Does the meta description affect SEO rankings?
Meta descriptions do not directly influence how search engines rank pages: Google has confirmed they are not a ranking factor. However, they indirectly affect SEO by influencing click-through rate (CTR) from search results. A compelling meta description that earns more clicks improves your organic CTR, which can be interpreted as a positive relevance signal by search engines over time. More practically, a well-written meta description turns more of your hard-won search impressions into actual website visits.
How long should a meta description be?
Most SEO practitioners recommend keeping meta descriptions between 120 and 155 characters. Google typically displays up to around 155 characters before truncating the description with an ellipsis. Writing within this limit ensures your full description is visible in most search results. Leading with the most important information so the description remains useful even if it is truncated is a practical safeguard, particularly for mobile search results where the visible character count can be slightly shorter.
What makes a good meta description?
A good meta description accurately reflects the content of the page, includes the primary keyword naturally (since Google bolds matching terms in results), communicates a specific value or benefit to the searcher, uses active language and a clear sense of what the page offers, fits within the character limit, and ideally includes a subtle call to action where appropriate. Each page should have a unique meta description: using the same description across multiple pages confuses search engines and misses the opportunity to present a tailored pitch for each specific page.