How to Write a Meta Description: Examples, Tips and a Simple Formula

Learn how to write clear meta descriptions that summarise a page accurately and encourage the right searchers to click.

A meta description is a short piece of HTML metadata that can help describe a page. Search engines may use it as part of a search-result snippet, although they can also generate a different snippet from page content when that better matches the query.

A simple writing formula

Try: what the page offers + who or what it is for + useful detail or action.

Example for a word counter: “Count words, characters, sentences and reading time instantly with this free online word counter. No signup required.”

Write for the page, not for every keyword

A useful description accurately reflects the content. Stuffing repeated keywords can make the snippet less appealing and does not make a weak page useful.

Make important information visible early

Search snippets can be shortened depending on device and query, so put the clearest message near the beginning rather than saving it for the final words.

Examples

• Recipe page: “Make a simple chicken curry with everyday ingredients, step-by-step instructions and easy serving ideas.”
• Service page: “Manchester web design for small businesses, including responsive websites, updates and ongoing support.”
• Guide: “Learn how URL slugs work, what makes them readable and how to create a clean slug for a new page.”

Related guides

See SEO-Friendly URL Slugs and Keyword Density Guide.

MetaSEO guides are written to help users understand and use our tools. Platform features and policies can change, so verify time-sensitive details with the relevant platform.