Digital marketing term
Meta Description
The HTML snippet that often appears under the title in search results. It does not rank the page by itself; it earns the click when it matches the query and the promise on the page.
Detailed explanation
A short HTML summary search engines may use in the SERP under the title. Google can replace it with another on-page extract if that extract fits the query better. Unique copy per URL beats a sitewide boilerplate line.
It is not a ranking factor. It is a CTR lever: a clear benefit, an honest scope, and the query phrased naturally. Stuffing the description looks spammy and still will not rank you. Length is a display constraint — roughly 150–160 characters before truncation — not a scoring formula.
Write it last, after the page has a real job. If CTR is weak and rankings are fine, test the description and title before rewriting the article. Search Console query reports show which snippets get rewritten.
Frequently asked questions
- Does the meta description change rankings?
- No. It is not a ranking signal. A better snippet can raise CTR, which changes traffic even at the same position.
- Why does Google rewrite my snippet?
- When another extract on the page matches the query more tightly, or the meta line is thin, duplicated, or off-intent. Align the page and the description.
Related terms
Internal links for the topic cluster — read these concepts together.
- Title TagThe primary HTML title for a page: browser tab, SERP headline, and a core on-page ranking cue. A vague or duplicated title wastes both clicks and the strongest keyword placement you have.
- SEOSEO (Search Engine Optimization) is the set of technical and content practices that help a website rank more visibly in organic search results.
- On-Page SEOThe ranking and click work you do in a page’s own code and copy: title, structure, internal links, speed, and intent match. A vote from another site is off-page, not this.
- SERPSERP (Search Engine Results Page) is the page of results a search engine shows after a user enters a query.
- Schema MarkupMachine-readable labels that explain a page’s content to search engines. The right type can unlock richer result layouts when the page actually contains that information.