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Meta description
Meta description
Definition
The meta description is an HTML attribute that summarises a page’s content. It sits in the <head> and appears below the title in Google’s results. Unlike the title tag, it is not a direct ranking factor, but it strongly influences the click-through rate (CTR).
Best practices
- Recommended length: 140 to 160 characters
- Deliver a clear promise and a user benefit
- Include the main keyword so it appears bold in the SERP
- Add a subtle call to action (learn more, request a demo, compare)
- One unique meta per page, aligned with the search intent
When Google replaces it
Google often rewrites the meta description using content from the page (usually a passage close to the keyword). The behaviour has grown more frequent since 2023. To reduce rewrites:
- Keep keyword density natural inside the content
- Stay consistent between title, meta and H1
- Use Schema.org markup to enrich the snippet