On-page SEO
Meta Description
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What is Meta Description?
A meta description is an HTML attribute that provides a short summary of a web page's content. It typically appears beneath the title tag in search engine results, giving users a preview of what they will find if they click through. While Google may override it with its own snippet, a well-written meta description can strongly influence click-through rates.
Meta descriptions should be between 140–160 characters, include the primary keyword naturally, and contain a clear call-to-action or value proposition. Unlike title tags, meta descriptions are not a direct ranking factor, but their impact on CTR makes them an essential element of on-page optimization.
Why it matters for SEO
Although meta descriptions do not directly affect search rankings, they act as organic ad copy that can significantly boost click-through rates. Higher CTR sends positive engagement signals to search engines and drives more qualified traffic to the page.
Example
A plumbing company's service page has no meta description, so Google pulls a random sentence about the company's founding year. Adding "Burst pipe or blocked drain in Bristol? Our Gas Safe engineers arrive within the hour, 24/7. Upfront prices, no call-out fee." gives searchers the location, the benefit and a reason to click, in about 150 characters.
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