Write meta descriptions that earn the click
A meta description is your pitch under the title in search results. Write a unique, accurate summary for each important page.
The problem
Important pages have no meta description, share the same one, or have descriptions that are too short or too long.
How to spot it
Search results show a random sentence from the page instead of your summary.
Why it matters
Search engines often use your meta description as the snippet. A clear description that matches what people are searching for can improve how many of them click, although engines may still choose different text.
What happens if you leave it
Weaker, less relevant snippets and fewer clicks from the same rankings.
How to fix it
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For each important page, write a 1–2 sentence summary of roughly 70–160 characters:
<meta name="description" content="Licensed emergency plumbers in Dhaka, available 24/7. Fixed upfront prices and a one-year guarantee on every repair."> -
Say what the visitor gets and why it is worth clicking: the offer, a key benefit, a reason to trust you.
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Make each description unique to its page.
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Keep it accurate. A description that oversells leads to quick exits.
Common mistakes
- Copying the same description across a whole section.
- Writing a list of keywords instead of a sentence.
How to check the fix worked
View the page source for name="description". Re-run the audit to confirm.
References and further reading
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