The meta description appears below your page title in search results. Google does not use it as a ranking signal, but it is the difference between a click and a scroll-past.
Write for the user, not the algorithm. Google will rewrite descriptions it considers unhelpful. Descriptions that clearly describe what the visitor will find on the page survive rewrites more often than keyword-stuffed ones.
Include a subtle call to action. Phrases like "Learn how...", "See the complete guide...", or "Find out..." set an expectation and invite the click without sounding like advertising.
Match the search intent. If someone searches for "how to fix a leaking tap", they want instructions. Your description should confirm that the page answers their question specifically.
Use your target keyword naturally. Google bolds keywords in the description that match the search query. This makes your result stand out visually. Include the keyword once, naturally, without forcing it.
Target 140–155 characters. Google truncates around 160 characters on desktop and 130 on mobile. Keeping your most important message within the first 130 characters ensures it displays on all devices.
Avoid duplicate descriptions. Copying the same description to multiple pages is worse than having no description at all — Google treats it as a content quality signal and often replaces it with page text.
Examples that work: specific benefits, clear value propositions, concrete details ("includes 15 templates", "updated for 2026"). Examples that do not work: vague summaries, keyword lists, corporate jargon.