Meta Description – Definition & Explanation
The meta description is an HTML tag and describes the content of a web page.
At Google, it is not a ranking signal – Google officially clarified this back in 2009 and has confirmed it several times since. Nevertheless, it is important to maintain it, since the description is displayed in the search results (SERPs) and is crucial for the user experience.
A well-formulated meta description can increase the click-through rate (CTR) and thus has an indirect effect on the ranking.
Example of code:
<head><meta name="description" content="Summary of the page content"></head>
Example Meta Description:
What Does the Optimal Meta Description Look Like?
The meta description offers the opportunity to make readers curious about a topic or offer with additional information. The optimal meta description…
- is at most 160 characters long (better: 155 characters).
- avoids keyword spam (keyword stuffing).
- makes users curious about the content.
- uses special characters such as ✓ and ► sparingly.
- includes a call to action (“► Learn more here”).
However, what is decisive for the display is the pixel width, not the mere number of characters (desktop approx. 920–990 px). Wide characters take up more space, narrow ones less – the description can therefore be truncated even before 155 characters. A SERP snippet tool is suitable for checking this.
Special characters such as ✓ and ► can be useful. However, they are optional, and Google decides for itself whether to display them in the SERPs. With emojis, a delicate touch is required: they attract attention, but in too large a number they come across as unprofessional and are received differently depending on the target audience.
Not every CMS displays these special characters correctly. It is therefore better to use HTML symbol entities; the code is shown as a special character in the SERPs. A combination of running text and bullet points is often more suitable than plain running text alone – checkmarks draw attention to the USP (unique selling points).
Keyword highlighting and distinction from the og:description: In the description, Google highlights terms in bold that match the search query (bolding) – a CTR lever and a reason to incorporate the relevant keyword sensibly. This must be distinguished from the og:description (Open Graph): it controls the preview when sharing on social networks, not the SERP snippet.
An example – a fictitious shop for ecologically produced fashion:
Running text: “In our shop you will find ecologically produced clothing for women and men that is machine-washable at 60 °C and impresses with an optimal fit.” (155 characters) – reads unappealingly and gets lost in the SERPs.
With bullet points, special characters, and a CTA: “Fashion for her and him: ecologically produced ✓, washable at 60 °C ✓, optimal fit ✓. ► Discover now” (126 characters) – stands out more thanks to the visual presentation and leaves room for further benefits or the shop name.
FAQ: Frequently Asked Questions about Meta Description
Are identical meta descriptions harmful to SEO?
Every web page should have its own distinct meta description in order to avoid confusion. Since the meta description is not a ranking factor at Google, identical descriptions are not a direct ranking disadvantage. Nevertheless, unique, distinct descriptions for each page are still recommended (better snippet quality, less confusion).
What Does a Good Meta Description Look Like?
An optimal description is at most 155 characters long, contains information about the content of the web page, makes the user curious, and encourages clicks. Sparingly used special characters can increase the click-through rate but are not mandatory. Google no longer displays many special characters in the results.
How to Change the Meta Description in WordPress?
The description can be adjusted with the WordPress plugin “SEO by Yoast.” Alternatives are Rankmath, WPSEO, and many other SEO plugins. In the meantime, many WordPress installations also offer the option to adjust the meta description out of the box.
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