Meta description
An HTML summary of a page that Google may show under the title in results. It isn't a direct ranking factor.
Meta description, defined
A meta description is a short summary of a page written in its HTML. Google may use it as the snippet under your title in search results, but it often writes its own snippet from the page content instead, depending on the search. Google's snippet documentation says the page content itself is the main source for snippets.
An example from a UK business
A locksmith's home page has no meta description, so Google shows a random line from the footer. He writes one: "Locked out in Norwich? Local, MLA-approved locksmith. No call-out charge in the city. Call 7am to 10pm." Searchers now see exactly what he offers before they click.
What to avoid
- Copying the same description onto every page.
- Stuffing it with keywords.
- Promising things the page doesn't deliver.
- Expecting Google to always use it. Write a good one anyway.
A quick check you can do now
Search for your business and your main services, and read the snippets Google shows. If they're messy or random, check whether those pages have descriptions at all. Most website platforms or SEO plugins let you write them page by page. Aim for roughly one or two sentences that would make you click.
What it changes for you
The description doesn't directly affect rankings, but it can affect whether people click. A clear description that matches what searchers want, mentions a key detail such as price, area or availability, and sounds like a real business can make the difference on a crowded results page.
Descriptions also get reused when pages are shared on some social platforms and messaging apps, so a good one helps beyond search results.
Other on-page terms
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