How to write meta descriptions for SEO

Meta descriptions are one of those areas of SEO that seem to confuse a lot of people.

One of the questions I’m asked quite often is whether they actually help your Google rankings. The simple answer is no… not directly.

That doesn’t mean you should ignore them though.

A well-written meta description can be the difference between somebody clicking on your website or choosing one of your competitors instead. Think of it as your opportunity to sell the page before anyone has even visited your website.

In this guide, I’ll explain how to write meta descriptions, what they are and why they still matter.

What Is a Meta Description?

A meta description is the short piece of text that often appears underneath your page title in Google’s search results.

Its job is simple. It gives people a quick summary of what they can expect if they click on your page.

Not every search result will display the exact description you’ve written, but it’s still worth taking the time to create one. Google often uses them, and when it does, they’re one of the first things a potential visitor sees.

Do Meta Descriptions Help SEO?

This is probably the biggest myth surrounding meta descriptions.

Google has confirmed that meta descriptions aren’t a direct ranking factor.

So, writing the perfect meta description won’t suddenly move your page from page three to page one.

What they can do is encourage more people to click on your website.

Imagine your page appears alongside several competitors.

If your description clearly explains what the page offers and gives people a reason to click, you’ve already got an advantage.

I always tell clients to think of a meta description as a small advert. You’ve got a couple of lines to persuade somebody that your page is worth visiting. If you waste that opportunity, they’ll often choose someone else instead.

If you’re new to SEO and would like a better understanding of how everything fits together, I’d recommend reading my guide on how SEO works.

Does Google Always Use Your Meta Description?

No.

This surprises quite a few people.

Google sometimes decides that another section of your page answers the search query better, so it will display that instead.

This doesn’t mean you’ve done anything wrong.

It simply means Google believes another piece of your content is more relevant for that particular search.

It’s still worth writing a good meta description because Google does use them many of the time, and when it does, you want your listing to make the best possible first impression.

How to Write a Good Meta Description

There isn’t a secret formula, but there are a few things I always recommend.

Explain What the Page Is About

It sounds obvious, but your description should accurately reflect what’s on the page.

If somebody clicks expecting one thing and lands on something completely different, they’re unlikely to stay for long.

Keep your description honest and make sure it matches the content you’ve written.

Include Your Main Keyword Naturally

Although meta descriptions don’t directly influence rankings, I still recommend including your primary keyword where it fits naturally.

If somebody searches for that phrase, Google will often highlight it in bold within the search results, helping your listing stand out.

The important word here is naturally.

Don’t force keywords into every sentence. Write for people first.

If you’re unsure how to write pages around your target keywords, have a look at my guide on creating SEO-friendly content. It explains how to optimise content without falling into the trap of keyword stuffing.

Give People a Reason to Click

This is where I think many businesses miss a real opportunity.

Don’t simply describe the page.

Tell people why they should choose your website instead of the others sitting around it.

For example, you could highlight:

• Your experience.
• Expert advice.
• A useful step-by-step guide.
• Free delivery.
• A free consultation.
• A wide product range.

Ask yourself one simple question:

“If I saw this in Google, would I click it?”

If the answer is no, it’s worth rewriting.

Keep It Concise

Years ago, everyone talked about keeping meta descriptions between 155 and 160 characters.

These days it’s not quite that simple.

Google displays descriptions based on the available space rather than a fixed character limit, so sometimes you’ll see longer snippets and sometimes shorter ones.

Rather than chasing an exact number, focus on writing a clear description that gets to the point quickly.

Write a Unique Description for Every Important Page

This is another area where I regularly see problems during SEO audits.

Businesses often copy the same meta description across multiple pages or leave them blank altogether.

Neither is ideal.

Every important page on your website should have its own description that reflects the content on that page.

It helps users understand what they’re clicking on and gives each page its own opportunity to stand out in the search results.

Your page title and meta description work together, so it’s worth spending time on both. If you haven’t already, I’d also recommend reading my guide on writing meta titles.

Common Meta Description Mistakes

Some of the most common issues I come across include:

• Missing meta descriptions.
• Duplicate descriptions across multiple pages.
• Keyword stuffing.
• Descriptions that don’t accurately describe the page.
• Generic descriptions that could apply to almost any website.
• Letting your CMS generate descriptions automatically without checking them.

None of these will necessarily stop your pages ranking, but they can reduce the chances of somebody clicking on your website.

A Good Example

Let’s imagine you’ve written a guide about choosing an SEO agency.

A poor meta description would be:

“SEO agency, SEO services, SEO expert, SEO consultant, SEO company UK.”

Technically, it contains keywords.

Would you click it?

Probably not.

A much better example would be:

“Learn how to choose the right SEO agency, the questions to ask and the mistakes to avoid before investing in search engine optimisation.”

It tells people exactly what they’ll learn and gives them a reason to click.

Should You Use AI to Write Meta Descriptions?

AI can be a useful starting point, particularly if you’re managing a large website with hundreds of pages.

However, I wouldn’t recommend copying and pasting AI-generated descriptions straight onto your website.

They often sound generic and don’t always reflect what makes your business different.

Use AI to save time if you want to, but always review the description before publishing it.

Are Meta Descriptions Worth Writing?

Meta descriptions might not directly improve your rankings, but they’re still an important part of good SEO.

They’re often your first opportunity to make an impression in Google’s search results, so don’t waste it.

Keep them clear, relevant and written for people rather than search engines.

If you’re looking at improving your website’s visibility but don’t have the time to do everything yourself, take a look at my SEO packages to see how I can help.