How to write a meta description people click

A meta description is the short text under your page title in search results. It does not change your ranking. It does change how many people click.

Length

Aim for 120 to 160 characters. Google cuts text by pixel width, not by character count, so treat these numbers as a guide. Check the result with the search preview tool.

A simple pattern

Write one sentence that answers the question the searcher typed. Put the main fact first. Add one reason to choose you.

Weak: "Welcome to our bakery. We offer a wide range of products."

Better: "Sourdough, rye and pastries baked daily in Alfama, Lisbon. Order online by 6 pm for next-day pickup."

Rules to follow

• Write a different description for each page.
• Use the words your customers use.
• Do not stuff keywords.
• Do not promise what the page does not give.

Google may rewrite it

Google often shows its own text taken from your page. This happens most when your description does not match the search. A clear page body helps as much as a good description.

Write the tags

Use the meta tag generator to produce the title, description, canonical and social tags in one step.