A meta description is an HTML tag in a page's head that summarizes the page for search results. Google may show it under your title, but it mainly builds snippets from the page itself, and it has no stated length limit. Write one unique, specific summary per page that states what the reader will get.
What is a meta description?
It is a short summary of a page, written in the page's <head>. Google documents the syntax in its guide to snippets:
<meta name="description" content="Your page summary here.">
Search engines can use it as the grey text under a result's title. Social apps and chat previews often read it too. Most CMS platforms have a field for it in their search settings, so you rarely need to edit HTML by hand.
Does Google always show your meta description?
No. Google says it mainly builds snippets from the content on the page, and may use the meta description when it gives users a more accurate description than the page text would. Snippets also vary by search, because they are designed to preview the part of the page most relevant to each query.
In practice this means two things. First, your description will sometimes be replaced by a sentence Google pulls from your page. Second, a good opening paragraph does the same job, so the page does not depend on one tag.
Is the meta description a ranking factor?
Google's snippet guidance describes it as a way to control what users see, not as a ranking input, and it does not claim otherwise. Treat it as copy for people deciding whether to click. A clear description can earn the click; it will not lift a weak page.
How long should a meta description be?
Google states that there is no limit on the length of a meta description, and that results are truncated as needed, usually to fit the device width. Advice you may see elsewhere about an exact character count is a rule of thumb from tools, not a rule from Google.
A workable habit: put the point in the first sentence or two, so that if the display is cut short on a phone, the part that remains still makes sense. One or two plain sentences is enough.
How do you write a good one?
Google's own tips are a good checklist:
- Make it unique to the page. Do not reuse one generic line across the site. If you cannot cover every page, do your most important URLs first.
- Summarize the whole page in specific, descriptive language, not a single anecdote.
- Include useful facts such as a byline, a date, or a price, where they help.
- Avoid keyword lists. A string like "sewing supplies, yarn, needles" tells the reader nothing about the page.
Beyond that, a simple formula helps: say what the page answers, then what the reader gets. For example, for a page about redirects: "Use a 301 when a page has moved for good and a 302 when the move is temporary. This guide shows how each affects search."
Why does the first paragraph matter as much?
Because Google can lift text straight from the page, the opening of your post is effectively a backup description. If your first paragraph answers the question directly, then whether Google uses your tag or its own pick, the visible text is useful. This is the same answer-first habit that helps with answer engine optimization, where assistants quote a clear opening passage.
It also ties to search intent. A description that promises a how-to when the page is a product listing sets up the wrong expectation, and the visitor leaves.
Mistakes to avoid
- Duplicate descriptions. Identical text on many pages makes results look interchangeable. A content audit is a good moment to spot them.
- Empty descriptions. Leaving it blank is allowed, since Google will pick text from the page, but you lose control of the pitch.
- Promises the page does not keep. If the description says "complete guide" and the page is 200 words, the click is wasted.
- Stuffing the target keyword. Repeating it reads badly and adds nothing.
When should you rewrite one?
When a page ranks reasonably but gets few clicks, or when you update a post and its angle changes. Our guide to refreshing old posts lists the other things to check at the same time.
Frequently Asked Questions
Do I need a meta description on every page?
Not strictly. Google will generate a snippet from the page if there is none. But a hand-written one gives you control over the pitch, so cover your key pages first.
What happens if Google ignores my meta description?
It shows a snippet built from your page text that better matches the search. That is normal and varies by query. Make sure your opening paragraph is clear so the replacement is also good.
Is there a character limit for meta descriptions?
Google says there is no limit. Display is cut to fit the device width, so lead with the most important words.
Should the meta description include the target keyword?
Use it naturally if it fits, since people scan for words that match their search. Do not repeat it or list variations.
Where do I add a meta description in WordPress or Wix?
Google notes that CMS platforms such as Wix, WordPress and Blogger have a search engine settings area where you can enter it, so you do not need to edit the page head.