Tips for Writing Meta Descriptions That Drive Clicks

When improving organic search result listings, writing a solid meta description is one of the most underused techniques.

Creating compelling meta descriptions will help you ensure that your website stands out in SERPs and entices consumers to click, regardless of whether you’re a content writer, manager, or site owner.

The meta description provides users with a brief summary of a page’s content in the search results. It is important to optimize it for SEO because it is probably one of the first things people will see when searching for something. Meta descriptions give quick summaries of a webpage’s content to search engine users.

Here, you’ll discover how to write fantastic meta descriptions that aid search engines in understanding your page’s content and motivate searchers to click through and visit your website.

What is Meta Description?

The meta description is an HTML tag that you can add to a website post or page. It usually just gets to the point, so search engines and users understand what your website or content is about.

It enables users to determine whether your material responds to their search queries. If not, the user moves on to the next meta description to see if the website there provide the details they are searching for.

Meta description

A meta description is a maximum of 160-character summary of the information on your webpage. When the search term appears in your summary, it frequently appears in the search results of search engines (like Google).

A well-written meta description can also influence a web page’s click-through rate (CTR) in search results. As a result, they are an important on-page SEO component.

Why are Meta Descriptions Important for SEO?

Meta descriptions are important since they inform Google about the content of your webpage. 

The goal of a meta description is simple and clear: it should encourage someone using a Google search keyword to click your link. In other words, the purpose of meta descriptions is to encourage search engine click-throughs.

In September 2009, Google stated that neither Meta Description nor Meta keywords are taken into account when determining search engine rankings. Due to this, many website owners neglect to add a meta description to their pages.

But meta descriptions are still important because of these reasons:

  • A well-written meta description can convince search engine users to click on your link in the results.
  • While meta descriptions do not directly affect your rankings, they can help search engines know what your content is about.

Because meta descriptions have an indirect impact on search rankings and, more importantly, can have a major impact on user behavior, it’s necessary to put some work into developing them.

Importance of meta descriptions

Does Google Rewrite Meta Descriptions?

In some cases, yes, they do. This is done in an effort to offer searchers exactly the information on your page that relates to their query.

Although Google frequently utilizes the meta description tag as the search result snippet, it has the option to change it if it determines that the original tag does not effectively explain the page or does not fit the user’s search query.

Writing your own meta descriptions is still crucial since you shouldn’t rely on Google to automatically select the relevant text from your website each time it appears in search results.

Google rewrites meta descriptions 62.78% of the time, according to ahrefs data.

Tips for Writing Meta Descriptions that Drive Clicks

1. Keep it Short

While the body of your page will educate your viewers, the meta description should be brief. Provide a brief summary of the page or the main point of the page that readers will notice. Include your most important keyword and information towards the start. 

While writing a meta description the number of characters should not exceed 160 characters. It is necessary that you do not exceed these limits, as doing so may result in essential information being cut off.

Your meta description should be a brief and engaging explanation of your webpage that entices readers to visit it.

2.  Keep your descriptions conversational and simple 

While writing meta descriptions, keep in mind that you’re writing them for people, not search engines. Thus, keep them conversational and use normal language so that anyone may comprehend them and click on your link.

The purpose of a meta description is to provide users with a fast overview of what they can expect to discover on your website. 

Keeping your descriptions concise and conversational, will help you express the objective of your homepage effectively, make it easy for users to understand what your website is about,  enhance click-through rates, match user intent, and stand out from competitors in search results. out.

3.  Use Active Voice and Make it Actionable

Your sentences become less understandable when you use passive voice. Sentences that use passive voice frequently run on and demand greater mental work.

Writing in an active voice can improve the readability and interest of your material. In comparison to the dull, passive use of language, speaking directly to the readers in the meta description may sound like an invitation to your page.

The active voice places the searcher in the centre of a statement, giving them a sense of direct involvement. It becomes more relatable to the user since it stimulates action rather than a passive and abstract tone.

Active voice

4. Include a Call to Action

Add a call to action at the end of your description if you want to compel the reader to act or generate a sense of urgency.

When writing a meta description a call to action can inspire readers to visit your website which can raise your website’s click-through rate (CTR).

There are many CTAs available, such as Learn More, Don’t miss out, and Sign up Today. Select one that fits with the content you are presenting because context is important here.

5.  Use Your Focus Keywords

You have a better chance of receiving more clicks if you include your focus keyword in your meta description. If the search keyword matches a section of the meta description, Google will be more likely to use it and promote it in the search results This will further enhance the appeal of the connection to your website.

However, avoid stuffing keywords into your descriptions. The meta description should be written for users and should be read clearly. Readers could not understand your meta description if you overuse keywords to boost your ranking. A reader can leave your page if the description is difficult to understand.


6.  Keep it relevant to your topic

This is very crucial. Your descriptions should relate to the content of your website. If you create deceptive meta descriptions or try to trick users into clicking on your link you may even get penalized and your bounce rates will also increase which impact your site’s performance. 

Users may become confused if your meta description differs significantly from your web content and title tag. To increase readership, your meta description should compliment your inner content and top title tag.

Creating trust should always be your priority. That is why it is important to make sure that your meta description is related to your content.

7.  Make Your Meta Descriptions Unique

You must provide distinct and varied meta descriptions for each page, otherwise, you run the risk of having duplicate content. The Google user experience will suffer if your meta description is identical to those of other pages.

Make your meta descriptions enjoyable to read, if you can. Something striking enough to prevent the reader from scrolling down a SERP. This is especially useful if you want to create compelling and distinctive content for your website.

Be truthful, interesting, and not boring. You don’t want to steal anyone else’s information either. By being unique and captivating, you may capture an online user’s attention.

Writing unique meta descriptions is an important part of on-page optimization and is the  best strategy to create a distinctive meta description for each page you wish to rank with.


8. Avoid Duplicate Meta Descriptions

When developing meta descriptions, minimize repetition to ensure that each page’s description appropriately represents its unique content.

While Google will not actively punish you for repeating your site’s meta descriptions, it is still bad for SEO. Each web page should have its own meta description, which should be unique. 

If you do not do this, internet users will receive many responses that say the same thing and will be unsure of which website to go to for information and answers.

Each page on your website should have its own meta description that appropriately represents its content. Descriptions should not be copied and pasted from one page to another.

To avoid duplicate meta descriptions, develop a dynamic and programmatic method for creating unique meta descriptions for automated pages.

Meta Description Examples

These are some examples of catchy meta descriptions:

Example: Cheap Flights

Cheap flight examples

In this case, included phrases that are typically searched when looking for flights, such as brand names. They also listed beginning rates to offer the searcher a cause to click on the search result.

Example: Digital Marketing Guide


In this example, highlights what benefits the user will obtain and also provides their target meta keywords.

Example: How to Ride a Bicycle


In this example, wikiHow gives instructions to the users on how to ride a bicycle.

Sticking to your brand tone is always a smart idea. Likewise, try to keep your meta descriptions as conversational as possible.

It’s also a good idea to make sure your content is unique on each page of your website. Keep it relevant to your niche, as usual.


When most people first start learning about SEO, one of the first things they learn is about meta descriptions.

Creating an effective meta description is like setting out a lovely creative welcome mat on your front porch. It draws visitors to your website and helps them feel at ease.

It is also important to keep the meta description length within the suggested range of 155-160 characters to guarantee that it is completely shown on search engine results pages. 

By creating a well-written and comprehensive meta description, you may boost the likelihood of getting hits and generating traffic to your site.

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