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How to Write a Meta Description That Gets Clicks
Published 2026-10-01
A meta description is the short summary that can appear under your page title in Google. Google does not use it as a direct ranking factor, but a clear description can raise the share of people who click your result, and that matters for traffic.
Keep it between 120 and 160 characters
Google cuts descriptions that are too long, and short ones waste space. Aim for 120 to 160 characters on desktop and keep the key point in the first 100 so it survives on mobile.
Say what the reader will get
Describe the answer or benefit, not the topic. "Learn how to cut your page size by 70% with free image compression" is stronger than "A page about image compression."
Use the main keyword once
Google bolds words that match a search, so including your main keyword helps your result stand out. Use it naturally and do not repeat it.
Write a unique description for every page
Duplicate descriptions make pages look the same in results. If you have many pages, write the most important ones by hand first.
Add a reason to click
A small invitation such as "free," "step by step" or "no sign-up" tells readers what to expect. Avoid clickbait, because Google may rewrite descriptions that do not match the page.
Remember Google may rewrite it
Google often replaces your description with text from the page that better matches the search. That is normal, so make sure your page itself answers the question clearly.