A meta description is an HTML attribute that provides a brief summary of a web page's content. It appears as the snippet text below the title in search engine results.
Meta descriptions should be 150-160 characters long, include the primary keyword naturally, contain a compelling call-to-action, and accurately describe the page content. While meta descriptions are not a direct Google ranking factor, they significantly impact click-through rate (CTR), which indirectly affects rankings. A well-written meta description acts like ad copy — it persuades searchers to click your result over competitors. Google may choose to display a different snippet from your page if it thinks it better matches the query, but providing a good meta description gives you control over the default display. Best practices: use active voice, include your value proposition, mention benefits rather than features, and avoid duplicate meta descriptions across pages.
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