What is a Meta Description? Examples and Tips

What is a Meta Description? Examples and Tips

Meta descriptions tell searchers what they will find when they click on your website. Here’s how to write a meta description that increases your clicks using SEO and technical SEO strategies.

When you search for something online, you get tons of results to choose from. Instead of clicking through each link, you can read the short descriptions under each result to find what you want. These summaries are called meta descriptions.

Meta descriptions give users a sneak peek of what to expect on your web page. They don’t appear on the web page but show up in search engine results to help users decide if they want to click through to your site.

A well-written meta description can boost your website’s organic traffic. Unfortunately, many small business owners don’t realize they can control what’s shown on search engines like Google. By optimizing your meta descriptions with SEO strategy and technical SEO, you can encourage users to click on your link by clearly explaining what your page is about and why it’s worth visiting.

The basics of SEO

Meta descriptions are a key part of your SEO strategy. To understand their importance, let’s first look at how search engines work. When you type a query into Google or any other search engine, you get results based on your query. Recently, Google has improved this process by considering search intent to give you better results.

When you see your search results, you get a title and a short description for each page. These short descriptions are the meta titles and meta descriptions. They help you decide whether to click on a particular page. By crafting good meta descriptions, you can make your pages more appealing and increase the chances of getting clicks.

SEO consists of three main components, and all are crucial for any effective SEO checklist:

  • Off-page SEO: This focuses on building backlinks, which are links from other websites to yours. These backlinks show search engines that your site is trustworthy and relevant, helping you rank higher in search results.
  • Technical SEO: This involves ensuring that search engines can easily crawl and index your website pages. For your page to show up in search results, search engines need to be able to find and understand your content.
  • On-page SEO: This is about optimizing your content and using keywords to help both search engines and users understand what your webpage is about. This includes using the right HTML tags, like titles and meta descriptions, to reflect your keywords. Creating high-quality, relevant content can help your site rank better in search results.


Meta descriptions don’t directly boost your ranking in search results because they’re not part of the ranking algorithm. However, they can still help your business by increasing organic traffic. Meta descriptions play a key role in convincing users to click on your link. More clicks can lead to higher organic traffic and a better click-through rate (CTR). Search engines might notice this increased activity and consider your link more valuable.

Since a good CTR can impact your rankings and organic traffic, it’s essential to optimize your meta descriptions to encourage more clicks and drive more visitors to your website.

What makes a good meta description?

Writing a great meta description is essential, but it’s important to know how to make it work for both search engines and users. To do this, you need to understand the key elements and features of an effective meta-description. Let’s explore what makes a meta description stand out and how you can create one that attracts clicks.

  • The right length

When writing meta descriptions, it’s important to stick to the recommended length. If your description is too long, it might get cut off in search results. Aim for 155-160 characters to make sure your entire message is visible. While you need to keep it short, you can still write compelling content that convinces users to visit your page.

  • A CTA

Meta descriptions are meant to convince users to click on your link, so they should guide users on what to do next. Give them a reason to click by including a strong call to action (CTA) and a brief description of what they’ll find on your page. This helps users understand why your content is worth checking out.

  • Target keywords

If you’re working on improving your meta descriptions, you’ve likely already started optimizing your web page with target keywords to rank higher in search results. Including your target keyword in the meta description helps Google and other search engines understand what your page is about. It also encourages more clicks since users are more likely to click on links that match their search query.

Tips for writing meta descriptions

Now that you know the three main parts of a meta description and why they’re important for SEO and website traffic, it’s time to learn how to write them. Here are some tips to help you craft a meta description that boosts your click-through rate (CTR).

  • Be clear

Your meta description should accurately summarize what users will find on your page. If your content doesn’t match the meta description, people will leave quickly, leading to a higher bounce rate. While bounce rate isn’t a ranking factor, it does mean that visitors aren’t engaging with your site, which can hurt your conversion rates.

Avoid using misleading or inaccurate meta descriptions just to get more clicks. Visitors will leave if the content doesn’t match their expectations, so it’s better to be honest and provide a true preview of your page.

  • Prevent duplicates

When you begin your SEO journey, you might try to save time by reusing meta descriptions on similar pages. However, meta descriptions must be unique because search engines use them to determine how relevant your content is to effectively match user intent. If search engines have difficulty determining how relevant your content is, they will use other content from the page to match user intent and help people understand your content.

Search engines may not use all of your meta descriptions, especially if they deem them irrelevant to the search query and user intent. Therefore, if you want Google to use the meta description you’ve written because it can increase clicks to your website, you must prevent duplicates.

  • Don’t keyword stuff

Keyword stuffing is outdated because search engines know that pages filled with keywords don’t provide value to users. Instead of cramming keywords into your meta description, focus on using one keyword naturally within the text. This helps ensure your description effectively summarizes the web page while still being useful and relevant.

  • Consider user intent

Search engines think about what users are looking for when they show results, so your meta descriptions should address why users should click your link. How you write your meta description can influence who clicks on it and what they are looking for. For example, if someone is searching for web development tips, you might use more technical language for intermediate to advanced developers, or include basic info to appeal to beginners and a broader audience.

Examples of strong meta-descriptions

You’ve learned all about meta descriptions, but writing them can still be tricky without examples. Here are a few samples to help you understand the key elements your meta descriptions should include.

Example 1: Optamark Digital – Best Digital Marketing Agency in the USA

“Explore the top digital marketing agencies in the USA, offering branding, web design, SEO, social media marketing, and digital marketing services.”

Here’s a real-world example of Optamark Digital’s meta description for their homepage. It’s concise and includes actionable items with a strong CTA. This meta description tells users what they can expect when visiting the website, highlighting marketing automation and custom branding solutions. The strong CTA offers free services, enticing users to click.

Example 2: Subscription-based bakery

“Satisfy your sweet tooth with delicious cookies, cakes, cupcakes, and more. Order your sweets online now. Subscriptions start at just $10/month.”

This example is short and sweet, ensuring it won’t be truncated on SERPs. It uses action words and tells the user what to expect when they click the link. The strong CTA and detailed information about the service cost make it compelling.

Example 3: Pet training business

“Finding time to train your new puppy is hard. We make it easy. House training, obedience training, behavioral training, clicker training, and more.”

This meta description for a pet training business focuses on the challenges new pet parents face and offers examples of the solutions provided. It targets the user’s emotions, prompting pet parents to click to learn more about the various services.

Help customers find you

Meta descriptions help attract search engine users to click your links. These users are already searching for solutions or answers, so they’re more likely to click a link that addresses their needs in the meta description. Writing optimized and effective meta descriptions takes practice, but testing different versions over time can help you find the right words to convey your message and increase clicks.

Ready to boost your online presence with SEO and technical SEO strategies? Visit Optamark Digital today and discover how our marketing solutions can help you succeed!


We’d love to hear from you! Request a quote or schedule a call with our representative by filling out this form, and we’ll be in touch as soon as possible.
Optamark Graphics
Optamark Graphics
Optamark Graphics
Optamark Graphics
Optamark is an outsourced service provider to a network of experienced, independent distributors of printing and promotional products. The Company’s services include product sourcing and order fulfillment via access to a network of preferred vendors, invoicing, collections, back office support, sales and marketing support, professional development training, and working capital support.