How to Write a Meta Description That Gets Clicks
A meta description is the short summary that can appear under your title in Google. It does not directly raise rankings, but a clear one earns more clicks from the same position. This guide explains what Google actually says, gives copy-and-paste formulas with before and after examples, and shows how to add and test descriptions in WordPress.
- What Google says about snippets
- 5 formulas with examples
- WordPress steps
- How to test and improve
Write a unique, accurate one or two sentence summary of the page that tells the searcher what they will get and why to click. Google sets no fixed length and may rewrite it, so lead with the key point, avoid keyword lists, and never reuse the same text on different pages.
What Google actually says
Google describes a snippet as the short text under the title in a result. It builds it mainly from the page’s own content and can change it for different searches. The meta description is an optional tag that Google may use when it judges the tag describes the page better than the page text does. It is never guaranteed to show.
- A short accurate summary
- A unique description per page
- Concrete details such as price or author
- Keyword lists
- The same text on many pages
- Vague or off-topic wording
If you cannot write one for every page, Google suggests starting with the homepage and your most popular pages. Our broader overview of both tags is in title tags and meta descriptions.
Anatomy of a search result
How long should it be?
Google states there is no fixed length limit. Snippets are cut to fit the device width, so some text can be truncated. Many SEO tools use roughly 150 to 160 characters as a safe target for desktop, but that is an industry convention, not a Google rule. A practical approach is to put the key message in the first 100 characters so nothing important is lost if the end is cut.
| Length | Effect |
|---|---|
| Under 70 characters | Often too thin to be useful, and Google may replace it |
| About 120 to 160 characters | Good range for most pages |
| Over 200 characters | Likely to be cut, so keep the key point first |
Ranges here are my rule of thumb, not Google guidance.
Five formulas you can copy
Direct answer + what is inside
Replace the washer in six steps. Includes tools, shut-off tips and when to call a plumber.
Name the pain, promise the solution
Site not showing in Google? Five checks that find the cause, with fixes for each.
Price, time, numbers
Example only: Roof repair quotes from 120 euros per hour, with a free inspection and same-week booking.
Name the reader
A beginner’s guide for small business owners: set up Search Console in 10 minutes.
Show the decision help
Ten VPS hosts compared on price, limits and support, with a pick for each type of site.
Include the phrase people searched for if it fits naturally, because Google highlights matching words in bold. Do not force it.
Before and after examples
Vague
Keyword stuffing, no promise, no detail.
Specific
Clear benefit, time, and what is inside.
Duplicate
Could describe any business.
Page-specific
Matches the page and its audience.
How to add one in WordPress
Edit the page or post
Scroll to the SEO plugin box below the content, or open the plugin sidebar.
Look for Meta description
In Yoast it sits inside the Google preview and snippet editor. See Yoast SEO settings and the plugin comparison if you use another.
Type it and read the preview
Check it reads naturally and the key point appears early.
Update, then view source
Search the page source for the description tag to confirm it is live. Clear caching first.
Why Google rewrites your description
Page text fits the query betterGoogle shows a matching sentenceCover the topic fully so good sentences existDescription missing or weakGoogle builds oneWrite a specific descriptionNot representative of the pageGoogle ignores itMatch what the page really deliversBeing rewritten is normal and is not an error. It also shows why strong, well-structured page content matters; read SEO content writing.
How to test and improve
Look for pages with many impressions and a low click-through rate. They are shown but not chosen, so a better title or description may help. Change one thing at a time and compare the same date range before and after. The full method is in how to track SEO results.
Meta description questions
Do meta descriptions affect rankings?
Google does not present them as a ranking factor. They influence how your result looks, which can affect clicks.
What is the ideal length?
Google gives no fixed limit. About 120 to 160 characters is a common safe range, with the key point first.
Should I include my keyword?
Yes if it reads naturally. Avoid lists of keywords.
Why does Google show a different description?
It picks text that better matches the search, or replaces a weak or missing description.
Can two pages share a description?
Avoid it. Google recommends unique descriptions, except for the homepage and aggregation pages.
Do I need one on every page?
Ideally yes. If time is short, start with important pages.
Can I stop Google showing a snippet?
Yes, with the nosnippet tag, but it usually hurts clicks.
- Google Search Central: Control your snippets in search results
- Search Console Help: Performance report
The formulas, length ranges and examples are my own. Google does not set a character limit.