Glossary
What is a meta description?
A meta description is an HTML meta tag that summarises a page, which search engines may show as the snippet under the title in results. It isn't a ranking factor, but a clear one helps people choose your result. Google often writes its own snippet from the page when that better matches the query.
Syntax
<meta name="description" content="...">
Writing good ones
- Summarise what the page gives the reader, with specifics.
- Include the main topic naturally; Google bolds query matches.
- Keep it unique per page; Google's guidance warns against identical descriptions.
- Around 150 to 160 characters avoids truncation on desktop.
Our pages keep descriptions between 105 and 157 characters, with numbers where they help, such as how many directories we checked.
When Google replaces it
Google uses the page content when it better matches the specific query. Long pages answering many questions see this often. That's normal.
Example
"Learn about our services" is skipped by Google. "What a launch badge is, how many of 352 directories require one, and whether to add it" is shown and earns clicks.
Descriptions at scale
For programmatic pages, generate descriptions from each page's own data (numbers, names, specifics) so every one is unique and useful, rather than repeating a template line.
FAQ
Do meta descriptions affect rankings?
No, but they influence clicks.
How long should a meta description be?
About 150 to 160 characters.
Why isn't Google showing my description?
It chose page text that better matches the query.
Should every page have a meta description?
Yes for important pages; Google generates one if missing, but your own is often better.