What Are Meta Descriptions and How to Write Them

Meta descriptions are the first lines of text that appear on a search engine when someone searches for your site. They’re also called headings, and they contribute to SEO ranking by telling searchers what relates to your website’s content so they can decide if it’s worth clicking on or not.

Meta descriptions are used to describe the content of a web page or blog post. They give you an idea about what your content is about and are usually written in text that appears below the title of a website or blog post. Read more in detail here: what is meta description example.

This article will teach you all you need to know about meta descriptions in general. We’ll go through what they are, why they’re essential, and how to use them to improve the SEO of your website.


A meta description is an HTML element that describes a web page’s content. When your page appears in search engine results, this description will display underneath the title and URL. Your meta description should be between 140 and 160 characters long in order to be visible in Google.

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In the search results, meta descriptions will display underneath the page title and URL.

In code, here’s an example of a meta description:

<head> <meta name=”description” content=”When writing a meta description, keep it between 140 and 160 characters so Google can display your entire message. Don’t forget to include your keyword!”></head><br/><br/>

Because meta descriptions show alongside your title and URL on results pages, they have the potential to increase or decrease the click through rates of your results. According to research, including the term in the meta description’s body is a relevance indication for search engines, which may enhance your ranks.

It’s not a significant signal, but it may undoubtedly help if utilized organically instead of jamming keywords into your descriptions. Take use of the chance to market your website with a compelling message to searchers, since your meta description has the most real estate in your search result (two lines of text compared to one line for the title and one line for the URL).

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Because SERP click-through rate is considered a possible ranking factor, the ideal strategy to make your meta descriptions SEO-friendly is to create them with the goal of generating more clicks.

Consider your search results to be similar to a classified ad in a newspaper or magazine. To attract a consumer to call a phone number or come to an address to purchase a product in person, traditional print advertising employed headlines and taglines.

Your page title is your headline, your meta description is your tagline, and the URL is the address in your search results. Because a meta description is effectively a micro-pitch for a website, you should use dynamic language to get visitors to click on your result.

You want to produce a description that highlights the unique selling feature of your website (USP). 

Consider this: why is my page superior than all the others in the search results? 

Don’t be scared to use your message to elicit an emotional response. Emotional advertising has had a lot of success in the past by appealing to people’s emotions.

Consider the following scenario: 

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This firm can repair and install air conditioning, according to the SERP’s brief description (a needed service in Florida). More significantly, they “offer comfort and credible guidance when people need it the most” – image your air conditioner breaking down when you’re suffering in a hot, humid environment. Who do you put your faith in? 

According to a research published in 2014 by the University of Glasgow’s Institute of Neuroscience and Psychology, human emotion may be divided into four categories:

  • Happy

  • Sad

  • Angry/disgusted

  • Afraid/surprised

To entice prospective clients, one organization harnessed emotion in the most effective manner possible. Very astute. 

Below each search result, Google allows for a 1-2 line (160-character) summary. As a result, your descriptions should provide a compelling reason to visit the homepage in one to two phrases. Include a clear call to action, treat an emotional pain point, or provide visitors with a particular reward.

  • It won’t fit if it’s too lengthy; Google will truncate it, and consumers won’t comprehend what your site can provide.

  • People will just ignore it if it is too ambiguous. There are always more options to choose from.

In two phrases or fewer, you should try to connect with a searcher’s emotion. 

It’s also critical to have distinct descriptions for each of your website’s pages. In our on-site SEO research, we discovered that over 30% of sites had duplicate meta descriptions, and 25% of pages had no meta description at all.

Do the following with your descriptions to attract clicks and bring people from search to your website:

  1. Aim for a phrase or two (140-160 characters).

  2. Include the keyword you want to target.

  3. Choose an emotion to focus on.

  4. Add a call-to-action to encourage them to click on the link.

  5. Meta descriptions should not be duplicated.

  6. Make it relevant and detailed, and make sure it corresponds to your content.

  7. Use a SERP view generating tool to double-check how it appears.

You may also look at Google’s most recent suggestions, Better Snippets for Your Users.

1636526795_636_What-Are-Meta-Descriptions-and-How-to-Write-ThemThis checklist is available for download.

Google’s John Mueller responded to a query regarding utilizing several meta descriptions in May of 2020. “So, if you include a second meta description tag on a page, we’ll regard it the same as if you simply lengthen the current meta tag on the page… there’s no benefit to putting a second meta description tag on a website compared to just modifying your existing one,” he said.

According to SEJ, John Mueller indicated that although Google can accommodate multiple title and meta descriptions, publishers should only write one meta description and one title tag per page.

In general, most sites will only have one meta description tag, and occurrences of several meta description tags are almost always due to human mistake. 

In other cases, though, several meta description tags are utilized on purpose. This is done to provide a search engine more alternatives for showing meta data that fits a user’s search query.

Their purpose is to match search engine queries with a suitable meta description tag, which might boost the click-through rate.

At Webinomy, for example, we may create a piece that delves into the many components of keyword research. We may use this article to target the following search terms:

Naturally, they have two very different search purposes, yet they are inextricably linked. The purpose behind having multiple meta descriptions is to write two different explanations for each term.

As a consequence, if a user searches for “what is keyword research,” search engines will provide our result with a meta description customized to the search query “what is keyword research.” In the same way, if a user searches for “keyword research tools,” the second personalized meta description may appear.

It’s worth mentioning that there’s no assurance that a search engine will use your preferred meta description, so using several descriptions is at your own risk.

Because the meta description is contained in the HTML code of a page, adding an additional meta description to a page is reliant on the website-building program you use.

You’ll need access to your site’s HTML pages, as well as the ability to modify and change them, in order to add various meta descriptions.

A meta description element must be placed between the head tags in HTML code and, for optimal results, below the page’s title tag. Consider the following scenario:

<head> <title>Title of the page</title> <meta name=”description” content=”Enter description here.”> </head>

This will add one meta description to your page. In order to add multiple, you must repeat this process, adding a second meta description between the <head> tags. This would appear as follows:

<head> <title>Title of the page</title>  <meta name=”description” content=”Enter description one.”> <meta name=”description” content=”Enter description two.”> </head>

Multiple meta descriptions should represent the search intent of the greatest volume keywords the pages rank for or are seeking to rank for to enhance their impact. As a result, search engines will be able to choose the most appropriate meta description for the user’s search.

It’s typically regarded best practice to just add one meta description for each post generated, unless you’re attempting to affect search engine results as mentioned above.

Within a page that you are optimizing you should include your target topics & keywords, whilst also ensuring the content is 100% unique and satisfies the user intent of the top queries you are trying to rank for. 

You may use the tools listed below to test your meta descriptions as you create them.

  • Webinomy Site Audit – This tool assesses a website’s health. It will provide you a list of problems that will help you discover where a website is having trouble, such as missing and duplicate meta descriptions: 

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  • On-Page SEO Checker by Webinomy – If you don’t have a keyword in your title or meta tag, our Webinomy Project tool will suggest one for you. Also, go into the thorough study for information on keyword use in meta descriptions. On-Page SEO Checker also gives you with a comprehensive list of practical, custom-tailored optimization advice for each of your website’s pages.

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  • Portent – This SERP view generator allows you to evaluate how your search result will look by entering your meta description, title, and URL. You may test how various keywords in your description will appear when bolded, as well as the pixel width of your title and the character length of your description.

Check out our on-page SEO checklist for additional on-page SEO tips.

Meta descriptions are the first sentences of your website’s description. They are used to be displayed in search results, and they should be written so that they are catchy and enticing. The “meta description generator” is a tool that will help you write meta descriptions for your website.

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