Meta Description
An HTML tag providing a brief summary of a page for search engines and AI.
The meta description is an HTML meta tag that provides a brief summary of a page's content. This description often appears as the snippet below the title in search results and serves as a "sales pitch" to convince searchers to click.
Best practices
Keep the meta description between 120 and 160 characters. Include the main keyword, but write for people, not machines. Make the description unique per page and add a call-to-action. Google sometimes generates its own snippet if the meta description doesn't match the query.
Meta description and AEO
AI models use meta descriptions as one of the signals to understand what a page is about. A well-written meta description can determine whether your content is considered relevant for an AI query.
5 template formulas for effective meta descriptions
- Problem-solution: "[Problem]? Discover [solution]. [Unique selling point]. [CTA]."
Example: "Struggling with SEO — bibliotheekterm? Discover our proven 7-step approach for higher rankings. Results within 3 months. See our plan." - What-how-why: "Learn what [topic] is, how it works, and why it matters for [audience]. [Distinguishing detail]."
Example: "Learn what structured data — bibliotheekterm is, how it works, and why it's crucial for your e-commerce store. Including JSON-LD code examples." - Number + promise: "[Number] [items/tips/steps] for [result]. [Proof or qualification]. [CTA]."
Example: "12 proven link building strategies for more organic traffic. Tested on 200+ websites. Start today." - Comparison: "[Option A] vs [Option B]: which one is right for you? Compare [criteria]. [CTA]."
Example: "Ahrefs vs Semrush: which SEO tool is right for you? Compare features, price, and usability. Read the review." - Direct answer + depth: "[Direct answer to the search query]. Plus: [additional value the page offers]. [CTA]."
Example: "A canonical URL — bibliotheekterm prevents duplicate content issues. Plus: 5 common mistakes and how to avoid them. Read more."
Examples per page type
| Page type | Example meta description | Length |
|---|---|---|
| Homepage | "Kobalt Digital is the leading AEO — bibliotheekterm agency in the Netherlands. We help businesses become visible in AI search results. Request a free scan." | 140 chars |
| Product page | "Samsung Galaxy S25 Ultra: 200MP camera, 5000mAh battery, Titanium design. From $1,299. Free shipping and 30-day returns." | 128 chars |
| Blog post | "What is E-E-A-T — bibliotheekterm and why does it matter for your SEO? Complete explanation with audit checklist and practical examples. Updated May 2026." | 143 chars |
| Category page | "Discover our complete range of women's running shoes. Filter by brand, size, and price. 200+ models with free returns." | 123 chars |
Do's and don'ts
| Do's | Don'ts |
|---|---|
| Write a unique description for each page | Don't copy the same description across multiple pages |
| Use active language and a clear CTA | Don't write passive, boring summaries |
| Include the primary keyword naturally | Don't stuff the description with keywords |
| Keep the length between 120-160 characters | Don't write descriptions shorter than 70 characters |
| Mention a concrete benefit or unique point | Don't use generic phrases like "Welcome to our website" |
| Test and optimize descriptions with low CTR | Don't leave the field empty (Google will fill it, often suboptimally) |
| Match the search intent — bibliotheekterm of the keyword | Don't promise something the page doesn't deliver |
Frequently asked questions
Does Google always use my meta description in search results?
No. Google rewrites the snippet in approximately 60-70% of cases. This happens when Google determines that another fragment from your page better matches the search query. Still, a good meta description is important: it guides Google's understanding of your page and is used more often with precise query matches.
Is the meta description a ranking factor?
Not directly. Google has confirmed that the meta description is not a direct ranking factor. Indirectly, it does have influence: a compelling meta description increases your click-through rate (CTR), and CTR can be a signal to Google that your result is relevant. So it's an indirect ranking factor via user behavior.
What is the ideal length of a meta description?
Aim for 120-160 characters for desktop. On mobile, Google often shows less text (around 120 characters). Ensure the core message and CTA are within the first 120 characters. Longer descriptions get truncated with "..." which reduces impact.
Should I set meta descriptions for pages I don't want to rank?
If a page can be indexed (no noindex), a meta description is always recommended. Even for pages you don't actively promote, the meta description gives you control over how the page appears in search results if someone happens to search for it.
How does AI evaluate the meta description?
AI models use the meta description as one of several signals to quickly assess a page's content and relevance. A clear, informative meta description that summarizes the page's topic helps AI systems correctly classify your content and consider it as a source for answers.
