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Meta description

A meta description is a 150-160 character HTML tag that summarizes a web page. Google often uses it as the search-result snippet beneath the blue title — which directly affects click-through rate.

Updated April 2026 · 4 min read
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Definition

A meta description is a 150-160 character HTML tag that summarizes a web page. Google often uses it as the search-result snippet beneath the blue title — which directly affects click-through rate.

What it means

The meta description sits in a page's <head>: <meta name="description" content="...">. It's not directly a ranking factor in modern Google, but it heavily influences how many people click your result once it ranks. A compelling meta description can lift CTR by 20-40% vs an auto-generated one, which in turn lifts rankings over time (CTR is an indirect signal). Keep it under 160 characters so Google doesn't truncate it on desktop and under 130 for mobile. Write it like a tiny ad: include the primary keyword, make a specific promise, and imply an action.

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Why it matters

Rankings are the hard part — getting into the top 10 for a keyword. But CTR is the quick win. A page ranking #5 with a strong meta description often outperforms a #3 page with a weak one. For established content, rewriting meta descriptions is often the highest-ROI SEO task you can do in a week.

Example

Weak: 'This page talks about mortgage calculators and helps you calculate your mortgage payment.' Strong: '30-year and 15-year mortgage calculator. Free, no signup. See monthly payment, total interest, and a full amortization table instantly.'

Related free tools

Free toolMeta Tag GeneratorBuild SEO-ready meta tags — title, description, Open Graph, Twitter Card — and copy the HTML block instantly.Open tool →Free toolMeta Description Length CheckerCheck your meta description against Google's ~160-character and ~920-pixel desktop limits. Live preview included.Open tool →

Frequently asked questions

Does meta description affect ranking?

Not directly. Google has said it's not a ranking factor. But it affects CTR, which is an indirect signal and directly affects traffic.

What if I don't write one?

Google auto-generates a snippet from the page content — usually from the opening paragraph. Results are often fine but occasionally poor (pulling a navigation menu, for example). Writing your own is always safer.

Will Google always show my meta description?

No — for about 60-70% of queries, Google shows your meta description; for the rest, it generates a snippet tailored to the specific query. You can't force the behavior.

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