A meta description doesn't directly affect how a page ranks, but it's often the deciding factor in whether someone clicks your result instead of the one above or below it. Treat it as ad copy for a page that's already earned its spot on the results page — its only job is to convert a glance into a click.
Lead with the specific benefit, not the topic
Weak: "This article talks about meal planning tips for busy families." Strong: "Seven meal-planning habits that cut weekly grocery shopping to one trip." The second version tells a reader what they get, in specific enough terms that it's clearly not the same generic advice they've read elsewhere. Avoid restating the title in different words — the description should add information the title didn't have room for, like the format, the number of items, or the outcome.
Match the intent behind the search
Someone searching "how to remove a wine stain" wants a fast, confident answer, so a description that promises exactly that — "the two household products that lift a wine stain in under ten minutes" — outperforms one that describes the article in general terms. Someone searching a comparison term ("X vs Y") wants to know the description will actually compare, so naming both things being compared matters more than summarising the conclusion.
Include the search term naturally if it fits, since search engines often bold matching words in the snippet, which draws the eye — but never at the cost of an awkward sentence. A description that reads like it was written for a person, not an algorithm, both converts better and is less likely to be rewritten automatically.
Keep it within the space you're given
Aim for roughly 140–155 characters. Longer descriptions get cut off mid-sentence with an ellipsis, which often lands mid-word or mid-phrase and looks unfinished. Write the description, then trim from the end first — the opening words matter most since some searchers only read as far as the fold or as far as the sentence still makes sense.
- Say what the reader gets, not what the page is about.
- Write a different description for every page — duplicates waste the opportunity twice over.
- Read it back as if you were scanning ten results in three seconds — does it earn the click?
A good meta description reads like the single best sentence from the article, not a summary of it.
