How to Write Perfect Meta Descriptions That Get Clicks
Updated February 2026 · 8 min read
Quick Answer
Write meta descriptions that are 150-160 characters, include your primary keyword, have a clear call to action, and match the search intent of your target keyword.
What is a Meta Description?
A meta description is the short summary text that appears below your page title in Google search results. While it does not directly affect rankings, it is your best opportunity to convince searchers to click your result instead of a competitor.
How it appears in Google:
How to Write Meta Descriptions That Get Clicks | WordCounterTool
wordcountertool.net/blog/how-to-write-meta-descriptions
Learn how to write compelling meta descriptions that improve your click through rate from Google search results. Includes examples and templates.
The 7 Rules of Writing Great Meta Descriptions
Keep it 150-160 characters
Google truncates descriptions longer than 160 characters with an ellipsis. Write within this limit to ensure your full message is visible. Aim for 150-155 characters to be safe on all devices.
Include your primary keyword
Google bolds keywords in search results when they match the search query. Include your target keyword naturally in your description. This catches the eye of searchers and confirms your page is relevant.
Match search intent
Your description must match what the searcher is looking for. If they want a how-to guide, mention that. If they want a tool, mention that. Descriptions that mismatch intent get ignored even if they are well written.
Include a call to action
Tell searchers what to do. Use action words like 'Learn', 'Discover', 'Find out', 'Try', 'Get', 'Calculate'. A clear call to action increases click through rate significantly.
Highlight your unique value
What makes your page better than the other 9 results on page 1? Free? Instant? No sign up? Comprehensive? Mention your key differentiator. This is why someone should click your result specifically.
Write for humans not robots
Your meta description is marketing copy. Write it to appeal to a human reader not to satisfy an algorithm. Make it engaging, clear and persuasive.
Make every page description unique
Every page needs its own unique meta description that accurately describes that specific page. Duplicate descriptions are a common SEO mistake that reduces your overall click through rate.
Meta Description Templates That Work
How-to Article
"Learn how to [achieve goal] with our step-by-step guide. Discover [benefit 1], [benefit 2] and [benefit 3]. Free, no sign up required."
Tool or Calculator
"Free [tool name] — [what it does] instantly. No sign up required. [Key benefit]. Try it free now."
List Article
"Discover the [number] best [topic] for [audience]. We cover [subtopic 1], [subtopic 2] and more. Updated [year]."
Product Page
"[Product name] — [key benefit]. [Feature 1], [Feature 2] and [Feature 3]. [Call to action] today."
Comparison Article
"[Option A] vs [Option B] — which is better? We compare [factor 1], [factor 2] and [factor 3] to help you decide."
Generate Perfect Meta Tags Free
Use our free meta tag generator to create perfectly optimized title tags and meta descriptions with a live Google search preview so you can see exactly how your page will appear in search results.
Try the Meta Tag Generator Free →Frequently Asked Questions
How long should a meta description be?
Meta descriptions should be 150-160 characters long. Google typically truncates descriptions longer than 160 characters in search results. Aim for 150-155 characters to be safe.
Do meta descriptions affect SEO rankings?
Meta descriptions do not directly affect Google rankings. However they significantly affect click through rate from search results which indirectly influences rankings through engagement signals.
What happens if I don't write a meta description?
If you do not write a meta description, Google will automatically generate one from your page content. Auto-generated descriptions are often poorly written and do not encourage clicks.
Should I include keywords in my meta description?
Yes. Google bolds keywords in meta descriptions when they match the search query. Include your primary keyword naturally in your meta description to catch the searcher's eye.
Can I use the same meta description on multiple pages?
No. Every page should have a unique meta description. Duplicate meta descriptions are a common SEO mistake that reduces your click through rate and can confuse Google.