How to write meta descriptions for SEO

Meta descriptions are HTML attributes that summarize your page content in 150-160 characters. While they don't directly impact rankings, they influence click-through rates from search results—which does matter for your clients' traffic and business outcomes.

Write your meta descriptions with the user's search intent in mind, not just keywords. If someone searches "best running shoes for marathons," they want to know your page will help them find the right shoes, not just that you sell running shoes. Your description should immediately address what they're looking for. Include relevant modifiers from high-intent queries your page targets. For example, if your page ranks for "affordable running shoes," "best running shoes," and "running shoes for flat feet," weave the most relevant modifier into your description so it matches what different searchers are actually looking for. This relevance signals increase click-through rates because users see their query reflected in the snippet.

Keep descriptions unique for every page on your client's site. This matters more than you'd think—many agencies and web designers still use template descriptions or leave WordPress defaults in place. Search engines show the description to actual people deciding whether to click, so generic descriptions hurt performance. Aim for 155-160 characters to ensure your full description displays on desktop and mobile without truncation. Write active, benefit-focused language. Instead of "This page contains information about our services," try "See how we've helped 200+ agencies grow their SEO revenue by 40% in 12 months." The second version tells users what they gain, not just what your page contains.

Include a clear value proposition or call-to-action when it fits naturally. "Learn our five-step process" or "Get a free SEO audit" gives people a reason to click beyond just reading about the topic. Test your descriptions by searching for your client's target keywords and reading their snippet aloud—if it sounds natural and compelling, it will work. Avoid keyword stuffing or misleading descriptions that don't match page content, since this tanks click-through rates and damages trust. Your meta descriptions are essentially paid advertising copy written for free—treat them with the same attention you'd give a paid search ad.