What is a meta description?
The meta description is an HTML element (max ~160 characters) that summarises a page's content. Google displays it below the title and URL in standard search listings. It is not a direct ranking factor, but it is one of the most visible on-page elements affecting click-through rate.
How to write meta descriptions that earn clicks
A well-written meta description acts as ad copy for your organic listing. It should include the target keyword (Google bolds matches), state a clear value proposition, and end with a call to action where the format allows. Generic or missing descriptions get auto-generated by Google from page content, which is rarely optimal.
Meta descriptions and title tags are tightly related. Rewriting titles without updating descriptions leaves a mismatch. On pages where CTR is below the SERP average for their rank position, a meta description rewrite is often the fastest lever to pull before investing in content changes.
Example
Example
A page ranking #4 for "technical SEO audit" with a 2% CTR (below the expected ~5% for that position) can see meaningful CTR improvement from a compelling meta description alone, without a single ranking change.
Frequently asked questions
Is the meta description a ranking factor?
No, Google has confirmed it is not. It is conversion copy for your SERP listing: a compelling description lifts click-through rate, and CTR gains compound at every ranking position.
Why does Google ignore my meta description?
Google rewrites descriptions that do not match the query, pulling page text it judges more relevant. Descriptions that front-load the target keyword and accurately summarise the page survive most often.