How to write a meta description that gets clicks

The meta description is the short text under your title in Google's results. Its job is simple: convince the person who just searched that your page has what they want. Done well, it lifts clicks from the rankings you already have.

The five-step process

1. Answer the search. Start with what the page gives the visitor. Lead with the outcome, not with "Welcome to" or "This page is about".
2. Include the main phrase naturally. Google bolds words that match the search, which draws the eye.
3. Add a reason to choose you: free, fast, a price, a guarantee, a specific number.
4. End with a nudge when it fits: "Compare plans", "See examples", "Book online".
5. Keep it to about 120–155 characters so it isn't cut off. See meta description length.

Examples by search intent

Informational search: "what is a canonical tag"

A canonical tag tells Google which version of a page to index. See when to use it, examples, and the mistakes that cause duplicate content.

Commercial search: "best invoice software for freelancers"

Compare the 7 best invoice apps for freelancers by price, payment options and automatic reminders. Free plans included.

Transactional search: "buy waterproof trail shoes"

Waterproof trail shoes from $129 with grippy soles and 60-day free returns. Free delivery on every order.

Local search: "dentist springfield"

Family dentist in downtown Springfield. Same-week appointments, evening hours and most insurance accepted. Book online.

Write descriptions faster with AI

The generator on this page reads your page, or a short description of it, and writes five options that include your keyword and only make claims the page supports. Each is measured in pixels, so you can see which ones fit before you pick.

Why Google rewrites descriptions

Google replaces descriptions it thinks don't fit the search. You'll keep yours more often if you avoid:

• Missing descriptions. Google has to pull text from the page.
• Duplicates across many pages.
• Keyword lists instead of sentences.
• Vague claims like "the best quality solutions".
• Descriptions that don't match the page, such as old promotions or wrong prices.

Even well-written descriptions get replaced for some searches. That's normal: Google is matching each query. Focus on the main search the page targets.

Mistakes that cost clicks

• Using quotation marks, which can cut the description short in some displays.
• Starting with the brand name instead of the benefit.
• Copying the first sentence of the page, which is rarely written as a pitch.
• Promising something the page doesn't deliver, which brings clicks that bounce.

Do it for your most important pages first

You don't need to hand-write descriptions for every tag page and archive. Start with the homepage, main service or category pages, top products and the articles that already get impressions in Search Console. For more examples, see title and meta description examples.