How to write a meta description that gets clicks
The description is the two-line preview under your result. 70-160 characters that say what the page offers and end with a reason to click.
Step by step, with screenshots: Meta description examples: 11 before-and-after rewrites by page type →
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What it is
A meta description is a short summary of a page written in <meta name="description"> in the page's head. Google often shows it as the two lines of grey text under your search result, so it works like a small ad for the page.
It is not a ranking factor, but it affects how many searchers click. Google cuts descriptions at about 160 characters on desktop and fewer on mobile, and when a description is missing or does not match the search, Google picks a sentence from the page instead.
OK looks like this: every important page has its own description of 70-160 characters that says what the page offers and ends with a reason to click. getReport checks that it exists and shows its length.
What a passing site looks like
- Every crawled page has its own meta descriptionwarning · −2 ptseffort M
- Meta description is presentwarning · −2 ptseffort S
- Every crawled page has a meta descriptionwarning · −2 ptseffort S
- Meta description length: passeswarning · −1 ptseffort S
1. Duplicate meta descriptions
Why it matters. The meta description is the snippet Google may show under your title. When pages share one, the snippet no longer tells searchers which page is which, and Google tends to replace it with text of its own choosing.
- Write a description of 120-160 characters for each page in a group that says what that page offers.
- Check the template, since a theme or plugin often repeats the site description on every page that has none of its own.
2. Meta description is missing
Why it matters. The description is the two-line preview under your result. Without it, Google picks a random sentence from the page.
- Add <meta name="description" content="…"> with 70-160 characters that say what the page offers.
- In WordPress, most SEO plugins add a field for it on every page.
In a report the technical detail reads: Detected 0 <meta name="description"> elements.
3. Missing meta descriptions
Why it matters. Without a meta description, Google builds the snippet under your title from any text on the page, which is often a menu or a cookie notice. A short description of your own gives searchers a reason to click.
- Add a description of 120-160 characters to each page listed, saying what the page offers and for whom.
- In WordPress, fill in the meta description field of your SEO plugin (Yoast, Rank Math) on each page.
4. Meta description length
Why it matters. Descriptions past about 160 characters are cut off mid-sentence in search results; under 70 they waste the space.
- Shorten the description to 70-160 characters and end it with a reason to click.
Questions people ask
How do I add a meta description in WordPress?
Install an SEO plugin such as Yoast SEO, Rank Math or All in One SEO, open the page or post in the editor and fill in the meta description field in the plugin's panel. WordPress itself has no field for it. Set a template for posts you have not written one for, and check the live page's source for a single meta description tag.
What is a meta description?
A meta description is an HTML tag, <meta name="description" content="…">, that summarises the page in a sentence or two. Search engines often show it under the title in results, and many social and messaging apps use it as preview text when no Open Graph description is set.
Are meta descriptions a ranking factor for Google?
No, Google has said the meta description does not affect rankings. It matters because it shapes the snippet people read before deciding to click, so a clear description can bring more visitors from the same position. Write it for people, not for keywords.
How do you write a good meta description?
Say what the page offers in plain words, include the phrase people search for, and end with a reason to click, such as a price, a benefit or free delivery. Keep it to 70-160 characters and make it unique for each page. In WordPress, set it in the Yoast or Rank Math box under the editor.
Why does Google ignore my meta description?
Google replaces the description when it thinks another sentence on the page answers the search better, or when yours is missing, too short, duplicated across pages or stuffed with keywords. You cannot force it, but a unique, accurate description that matches the page's main topic is used far more often.