How to write meta descriptions 2019

Meta descriptions haven't fundamentally changed since 2019, so this advice remains current: write them for humans first, search engines second. Google uses meta descriptions as a ranking signal only indirectly—through click-through rate improvement—so your primary goal is compelling the searcher to click on your result. Keep them between 150-160 characters on desktop (Google typically displays 155-160) and 120 characters on mobile, since anything longer gets truncated. This character limit forces you to be strategic with every word you include.

Structure your meta description to answer what the searcher wants to know. Start with the benefit or answer to their search query, not your company name or generic tagline. If someone searches "best CMS for small business," they don't care that you're "a leading web design agency"—they want to know if your page solves their problem. Include relevant keywords naturally if they fit without awkwardness, since they'll bold in search results when they match the query, which increases visual prominence and click-through rates. For example, if your page targets "SEO services for e-commerce," work that phrase into your description only if it flows naturally. Include a call-to-action when appropriate: "Learn our proven SEO strategy" or "See how we increased traffic by 300%" makes people want to click more than passive descriptions.

Avoid keyword stuffing and duplicate descriptions across your site. Each page should have a unique meta description reflecting its specific content and purpose, since duplicate descriptions dilute their effectiveness and confuse search engines about what each page actually covers. Don't include your brand name unless it meaningfully differentiates your result—your title tag already includes it. Write in active voice when possible and use numbers or specific claims ("5 steps," "proven strategy") since these tend to increase clicks. Test your descriptions in Google Search Console to see which ones generate the best click-through rates, then refine accordingly. Meta descriptions are one of the few on-page elements you can easily A/B test, so monitor which approaches drive more traffic from search results and adjust your templates based on actual performance data.