What Is a Meta Description and How Do I Write One?

A meta description, including spaces, is a 160-character snippet that summarizes the content of a particular web page.

Meta descriptions are not directly driving SEO. However, because they communicate your message and attract the attention of search engine users, meta descriptions drive user click-through, which is important for SEO.

To write an effective meta description:

  • Focus on the value the user will gain by clicking through
  • Use active voice
  • Incorporate focus keywords
  • Include a call to action
  • Be specific with details like price or SKU
  • Make it unique