how to write meta descriptions that get clicks

Meta descriptions don't directly affect rankings, but they dramatically impact click-through rates. A compelling meta description can double clicks from the same ranking position.

what is a meta description

The meta description is the snippet of text that appears under your title in search results. It's your 155-character pitch to searchers.

the character limit

Desktop: ~155-160 characters
Mobile: ~120 characters
Stay under 155 to avoid truncation
Front-load important information

what makes a great meta description

Answers the searcher's intent
Includes the target keyword naturally
Has a clear value proposition
Creates urgency or curiosity
Includes a call-to-action

formula for meta descriptions

[Benefit/outcome] + [how] + [differentiator/urgency] + [CTA]

Example: "Learn to write emails that get responses. Proven templates and tips used by top salespeople. Start improving your open rates today."

include the keyword

Google bolds matching search terms in meta descriptions. Including your target keyword: - Shows relevance to the searcher - Draws attention to your listing - Improves perceived relevance

action-oriented language

Use active verbs and CTAs: - Learn, discover, find out - Get, download, try - Start, build, create - Explore, unlock, master

avoid these mistakes

Duplicate meta descriptions across pages
Keyword stuffing
Not including a description (Google will pull random text)
Starting with "Welcome to..."
Being too vague or generic
Exceeding character limits

meta descriptions by page type

Homepage: Focus on brand + main value proposition

Product page: Highlight key features, price, and purchase CTA

Blog post: Tease the content + promise specific value

Category page: What they'll find + number of options

examples

Bad: "Welcome to our website. We sell products and services. Contact us today for more information."

Good: "Find the perfect running shoes from 50+ top brands. Free shipping over ₹500. Read real customer reviews and get expert fit recommendations."

testing meta descriptions

You can't A/B test meta descriptions directly, but: - Monitor CTR in Google Search Console - Update underperforming pages - Compare CTR changes after updates - Test different approaches across similar pages

google may override your meta

Google sometimes shows different text if it thinks it better matches the query: - From your page content - From structured data - From user context

This is normal. Write good meta descriptions anyway.

tools for checking length

Character count in your CMS
Browser extensions (SEO Minion, etc.)
SERP preview tools

A meta description is a tiny piece of copywriting with outsized impact. Treat every one like a mini-ad for your page.