Meta descriptions don't directly affect search rankings. But they have a huge impact on whether people click your result or scroll past it. A good meta description can increase your click-through rate by up to 5.8%.
The Formula
A great meta description follows this pattern: [What it is] + [Why it matters] + [Call to action]
Example: "Learn the 5 most common SEO mistakes small businesses make — and how to fix each one in under an hour. Read the guide."
Key Rules
- Length: 150-160 characters. Google truncates longer descriptions.
- Uniqueness: Every page needs its own description. No duplicates.
- Keywords: Include your primary keyword naturally. Google bolds matching terms.
- Action: End with a soft CTA — "Learn more," "Read the guide," "See how."
- Specificity: Numbers, data points, and specific claims outperform vague promises.
Common Mistakes
- Leaving meta descriptions blank (Google auto-generates poorly)
- Using the same description on every page
- Keyword stuffing instead of writing for humans
- Writing too long (gets cut off) or too short (wastes space)
Are your meta descriptions helping or hurting?
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