Meta Description
A meta description is an HTML attribute that provides a short summary of a web page's content. It typically appears beneath the title tag in search engine results, giving users a preview of what they will find if they click through. While Google may override it with its own snippet, a well-written meta description can strongly influence click-through rates.
Meta descriptions should be between 140–160 characters, include the primary keyword naturally, and contain a clear call-to-action or value proposition. Unlike title tags, meta descriptions are not a direct ranking factor, but their impact on CTR makes them an essential element of on-page optimization.
Why it matters for SEO
Although meta descriptions do not directly affect search rankings, they act as organic ad copy that can significantly boost click-through rates. Higher CTR sends positive engagement signals to search engines and drives more qualified traffic to the page.