How to Write Meta Descriptions That Get Clicks

Short answer

Write 150–160 characters that summarize the page, include your target keyword, and give the reader a reason to click. Focus on what they'll get, not what the page is about.

What is a meta description?

It's the short paragraph that appears under your page title in Google search results. Google uses it to help searchers understand what a page is about before clicking.

While meta descriptions are not a direct ranking factor, they heavily affect click-through rate (CTR) — which does influence rankings indirectly.

The formula

[What they'll get] + [who it's for] + [what makes you worth clicking]

Example:

"Learn how to write meta descriptions that boost click-through rates. Step-by-step guide with templates, examples, and the exact character count to aim for."

Rules to follow

150–160 characters — Google truncates anything longer
Include your target keyword — Google bolds it in search results when it matches
Don't use generic filler — "Click here to learn more" adds zero value
Write for humans, not robots — think of it as an ad for your page
Each page needs a unique description — duplicates look spammy
Active voice — "Learn how to" vs "Information about how to"

Examples: before and after

Bad:

"This page is about meta descriptions and how they work for SEO purposes."

Good:

"Meta descriptions affect your Google click rate. Here's the exact formula, character limit, and 5 real examples that get more clicks."

How to add meta descriptions

WordPress: Install Yoast SEO or RankMath — edit the snippet preview on each post
Squarespace: Page Settings → SEO → Description
Shopify: Online Store → Pages or Products → SEO section
Wix: Page Settings → SEO → Meta Description
Custom HTML: <meta name="description" content="Your description here.">

What if you don't write one?

Google will auto-generate one from your page content. This often results in disconnected sentences pulled from the middle of the page. Always write your own.