How to Write Meta Descriptions That Actually Get Clicks

To get people to click, a meta description should be no more than 150 characters or so, with the target keyword woven in naturally. Do not offer a dry recitation of what is on the page, instead, tell the reader what they stand to gain. Use active language, make sure each page has its own unique blurb and align with the intent of the person searching. That is how you convert a listing into a click.

The short summary under your page title does not move the needle on rankings, but it is the deciding factor in whether a user follows your link or scrolls by. Google Search Central will tell you the description is not a ranking factor, yet they acknowledge a well written snippet makes a result much more appealing (source: Google Search Central).

What Makes a Good Meta Description

It needs to be compelling, specific and to the point. A good one is like a mini ad for your content, giving the searcher a reason to click within about 155 characters while telling them exactly what to expect.

Include the Target Keyword

When Google sees the search query in your description it bolds it, which catches the eye. Put your keyword in there to show relevance, but do not force it. One natural mention is sufficient, let readability and persuasion be your guide.

Lead with the Benefit

Tell the reader what he or she will get out of it. “Improve your search rankings with five proven SEO techniques” is far more effective than “This article covers SEO tips”. The former sells the outcome, and that is what gets clicked.

Use Active Language

Passive constructions have no place here. Go with verbs that have some momentum: build, get, discover, learn. Keep it direct and short.

Match the Search Intent

A query for “how to speed up my website” calls for practical advice, not theory. Your description should reflect the tone and depth the searcher is after and promise them actionable steps.

Avoid Common Mistakes

Every page deserves its own description, so do not copy and paste. And do not leave it blank for Google to fill in, their auto generated version seldom conveys your message. Watch your character count as anything over 160 will be cut off.

Test and Iterate

Check your click through rates in Google Search Console. Should you find a page that is ranking but not drawing in the clicks, try a new description and see if it makes a difference in a few weeks. Tweak as needed and combine with a sound content strategy.

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