How to write a meta description

Last updated 10 October 2026 · By the XKey team

Does Google actually use meta descriptions?

Sometimes. Google has said the description isn't a ranking factor, and it often writes its own snippet from your page text when that matches the search better. But when your description is accurate and relevant, Google frequently shows it as written – and it's also used by Facebook, LinkedIn, WhatsApp and many AI tools when your link is shared. It's worth five minutes per important page.

How long should it be?

Like titles, descriptions are cut by width, not character count. Around 140–155 characters usually shows in full on desktop, and a little less on mobile. Put the important part first so a cut-off version still makes sense. The title tag checker measures both your title and description in pixels.

A formula for descriptions that get clicked

What you offer + why choose you + what to do next.

• Local electrician in Lytham for rewires, fuse boards and EV chargers. NICEIC registered, fixed prices, free quotes – call today.
• Find out how much a loft conversion costs in 2026, what affects the price and how to save, with real examples from the North West.

Use the words people search for – Google shows matching words in bold, which draws the eye. Be specific: numbers, places, prices and guarantees beat vague words like "quality" and "professional".

Common mistakes

• Leaving it blank – Google will pick some text from the page, which may be a cookie notice or a menu.
• The same description on every page – each page needs its own. The website audit lists duplicates.
• Promising what the page doesn't deliver – it costs you visitors who leave straight away.
• Using quotation marks – in some systems a double quote ends the description early.

How to add one

Most website builders and SEO plugins (Yoast, Rank Math, Squarespace, Wix, Shopify) have a "search appearance" or "SEO description" box for each page. If you edit HTML yourself, use the meta tag generator to create the tag, or let the AI description writer draft one from your page.

Frequently asked questions

Is a meta description a ranking factor?

No, not directly. It affects how many people click your result, and more relevant clicks are good for your business either way.

Why is Google showing different text from my meta description?

Google picks the text it thinks best answers each search. A description that clearly summarises the page is more likely to be shown.

Do I need a meta description on every page?

Your important pages should each have a unique one. For very large sites, it's better to leave some blank than to repeat the same text everywhere.