How to write meta descriptions 2020

Meta descriptions in 2020 function as your webpage's sales pitch in search results. Google doesn't use them for ranking, but they heavily influence click-through rates, which matters enormously for your client's traffic. Most searchers decide whether to click based on that snippet, so treating meta descriptions as throwaway text costs you clients real money.

Keep descriptions between 150-160 characters on desktop to avoid truncation, though mobile displays roughly 120 characters. This means your most important information needs to appear first—lead with what makes the page valuable, not fluff. Instead of "This page contains information about custom logo design," write "Custom logo design for startups: $199 includes 3 revisions and brand guidelines." The second version answers the searcher's implicit question (what will this page do for me?) and includes a benefit. Avoid keyword stuffing, which Google actively penalizes and makes descriptions unreadable. Include your target keyword naturally if it fits, but write for humans first. Each description should be unique—duplicating the same meta description across multiple pages wastes ranking potential and confuses searchers about page differences. Auto-generated descriptions from category headers or first paragraph text often work poorly because they're rarely written to persuade clicks.

Consider the search intent behind each query. For informational queries like "how to optimize images for web," your description should promise a clear answer: "Step-by-step guide to reducing image file size without losing quality—includes compression tools and best practices." For commercial queries where someone's ready to buy, emphasize what differentiates your client: "Managed WordPress hosting with automatic backups, free SSL, and expert support—rated 4.9/5 by 2,000+ users." Include a call-to-action when appropriate, but only if it genuinely fits the context. Test your descriptions by imagining you're the searcher—would you click? If the description doesn't make you curious or solve a problem, revise it. Most agencies overlook meta descriptions because they don't directly impact rankings, but they're one of the highest-leverage elements for improving click-through rates at zero cost. Your clients' organic traffic often grows more from description optimization than from chasing another ranking position.