Meta Descriptions: Write Compelling Search Result Snippets
4 min read
Meta Descriptions: Write Compelling Search Result Snippets
Reading time: 4 minutes
TLDR
Meta descriptions are 155-character summaries that appear under your page title in search results. They don’t directly affect rankings but dramatically impact click-through rates. Best practices: keep them 150-160 characters, include your target keyword so Google bolds it, add a clear value proposition, and include a call-to-action. Make each page unique. No duplicates. If you don’t write one, Google auto-generates it and often pulls irrelevant text. Scan checks for missing and duplicate descriptions.
Quick Definition: A meta description is the about 155-character summary that appears under your page title in Google search results. It doesn’t directly affect rankings, but a compelling description can dramatically increase click-through rate (CTR).
Why Meta Descriptions Matter
Google uses your meta description as the “ad copy” for your organic search listing. Think of it as your pitch to searchers. why should they click YOUR result instead of the nine others on the page?
Impact on SEO:
- No direct ranking factor (confirmed by Google)
- Indirect ranking boost from higher CTR signals user satisfaction
- Significantly higher CTR with optimized descriptions vs generic/missing ones
When you skip meta descriptions:
- Google auto-generates a snippet from your page content
- Often pulls irrelevant or awkwardly truncated text
- Wastes your opportunity to control messaging
Meta Description Best Practices
1. Length: 150-160 Characters
- Desktop: Google shows about 155-160 characters
- Mobile: Slightly shorter (120-155 characters)
- Rule of thumb: Keep it under 155 characters to avoid truncation
Example:
✓ Good (152 chars):
"Get AI-powered SEO audits for $50. Signal shows how ChatGPT, Claude & Perplexity see your business. 15 minuteute reports. No subscriptions. Try Surmado."
✗ Too long (189 chars):
"Get AI-powered SEO audits for just $50 with Surmado's Signal report. Our analysis across 7 AI platforms shows how ChatGPT, Claude, Perplexity and other AI platforms see your business compared to..."2. Include Your Primary Keyword
While meta descriptions don’t affect rankings, Google bolds keywords that match the search query. This visual emphasis increases CTR.
Example search: “local bakery SEO tips”
Meta description: "Learn local SEO strategies for bakeries: Google Business Profile optimization, review management, and local citation building."
Result: "Learn **local SEO** strategies for **bakeries**: Google Business Profile..."3. Write Unique Descriptions for Every Page
Avoid:
- Duplicate descriptions across multiple pages
- Generic site-wide descriptions like “Welcome to our website”
- Auto-generated descriptions that just repeat the title
Impact of duplicates:
- Google may ignore your descriptions entirely
- Wastes opportunity to differentiate pages in search results
- Scan/Scan reports flag this as a quality issue
4. Include a Call-to-Action
Treat the meta description like ad copy. Tell users what action to take or what benefit they’ll get.
Strong CTAs:
- “Learn how to…” (educational content)
- “Get started in 5 minutes…” (quick wins)
- “Compare prices from…” (buying intent)
- “Download our free…” (lead magnets)
Example:
"Struggling with Core Web Vitals? Learn how to fix LCP, CLS, and INP in under 30 minutes. No developer required. Step-by-step guide with real examples."5. Match Search Intent
Your description should accurately reflect what’s on the page. Don’t clickbait. Google tracks “pogo-sticking” (users bouncing back to search results) and may demote pages with misleading descriptions.
How to Add Meta Descriptions
HTML (Manual)
<head>
<meta name="description" content="Your 155-character description here">
</head>WordPress
Use an SEO plugin like Yoast SEO, Rank Math, or All in One SEO:
- Edit your page/post
- Scroll to the SEO section
- Fill in the “Meta Description” field
Shopify
- Go to Products/Pages/Blog Posts
- Click “Edit website SEO” at the bottom
- Enter your description (Shopify shows a character counter)
Squarespace
- Edit the page
- Click the gear icon (Settings)
- Go to SEO tab
- Enter your description
Common Mistakes to Avoid
Writing for search engines instead of humans
Bad: "bakery, cakes, cookies, pastries, wedding cakes, birthday cakes, custom cakes"
Good: "Order custom wedding cakes and birthday treats from Portland's award-winning bakery. Same-day delivery available."Stuffing keywords
Bad: "Best SEO tools, top SEO software, SEO tools for agencies, SEO audit tools, keyword research tools"
Good: "Compare the top 10 SEO tools for agencies. Features, pricing, and real user reviews to help you choose."Being too generic
Bad: "Learn more about our services and what we can do for you."
Good: "Get $50 AI visibility audits in 15 minutes. See how ChatGPT, Claude & Perplexity rank your business vs competitors."Testing Your Meta Descriptions
Check length with tools:
- Moz Title Tag Preview Tool
- Yoast SEO (built-in preview)
- SERPsim.com
Monitor performance:
- Google Search Console → Performance → Pages
- Check CTR for pages with custom descriptions vs auto-generated ones
- Rewrite descriptions for pages with <2% CTR
Quick Reference
| Element | Best Practice |
|---|---|
| Length | 150-160 characters (155 safest) |
| Keywords | Include primary keyword naturally |
| Uniqueness | Every page gets unique description |
| Tone | Actionable, benefit-focused, honest |
| CTA | ”Learn,” “Get,” “Compare,” “Download” |
| Testing | Monitor CTR in Search Console |
What Surmado Checks
Surmado Scan scans for:
- Meta descriptions present on all indexed pages
- Descriptions between 120-160 characters
- No duplicate descriptions across pages
- Descriptions match page content (no keyword stuffing)
→ Related: Title Tags 101 | Open Graph Tags
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