A meta description is an HTML <meta> tag that summarises the content of a web page. It typically appears in search engine results pages (SERPs) as the text beneath the page title and URL.
Example
<meta name="description" content="DeNitro builds conversion-focused websites and SEO systems for SMEs in Hamburg and Germany." />
Does it affect rankings?
Google has confirmed that meta descriptions are not a direct ranking factor. However, they have a strong indirect effect: a well-written meta description increases click-through rate (CTR), and higher CTR is a positive signal that can influence rankings over time.
Google also rewrites meta descriptions frequently — studies suggest it rewrites them for over 60% of queries. This happens when Google believes it has found a better description within the page content. Writing good meta descriptions still matters because Google uses yours when it considers it relevant.
How to write an effective meta description
A strong meta description:
- Matches search intent — Address what the searcher is trying to accomplish
- Includes the target keyword — Not for ranking, but because Google bolds matching terms in snippets, improving visibility
- States a clear benefit — What will the reader get from this page?
- Contains a call to action — "Learn how to...", "Discover...", "Get the complete..."
- Is 140–155 characters — Longer descriptions get cut off in SERPs
Common mistakes
- Writing the same meta description for multiple pages (duplicate descriptions reduce differentiation)
- Simply repeating the page title
- Being too vague ("Welcome to our website")
- Keyword stuffing
Related terms
- On-Page SEO — the broader category
- Technical SEO — related area
