What is a meta description?
A target description is a description of the short website that can provide search engines to show in search results, so users can better bear what their page is treated.
The description is defined in the HTML of the page and is not visible to users on the page.
Here is an example of how a meta description can appear in the search results HTML and Google:
The description that appears in the search results is called fragment.
Search engines do not always use the meta description of a page as fragment. If you do not provide a meta description or Google consider its inappropriate description, Google will generate a fragment using your page content.
The only exception is if you use the tag Robots Nosnippet to specific that you do not want a fragment to be displayed.
How often Google uses the meta description?
Google uses the tested description (or a short version) as the approximately search results fragment 28% Or time, according to my research*.
Then, Google ignores the target descriptions about 72% of the time.
My findings with Google’s statement on how the fragments are determined:
The fragments are mainly created from the content of the page itself. However, Google sometimes uses the HTML meta description element if you could give a give day of a precise description of the page that content tasks directly from the page.
Google can generate different page fragments for different keywords in an effort to better meet the intention of search, that is, what the user wants.
For example, Google shows a different content of this page of the Cleveland clinic, depending on the exact nature of the user’s consultation:
*Research methodology: I used the General description of keywords Tool to verify the 10 best search results of 10 keywords randomly selected in desktop and mobile (USA database. On April 16, 2025). Then, they referenced the fragments against the corresponding pages’ Goal descriptions. You can see without processing Gentleman.
Are the goal descriptions important?
The descriptions are not very important because they do not directly affect their classifications in the search results, and the search engines show target descriptions in the search results only around 28%* of the time.
You will often find more important things in which to focus on search engines optimization (SEO).
However: The goal descriptions can be important when they appear in the search results.
The goal descriptions of high quality that are used for fragments can generate more traffic to their website by convincing users that their page are the best results for their needs. And this can lead to a higher classification in future search results, because Google’s Navboost algorithm can promote results that attract many clicks.
So, writing descriptions could give it an advantage.
The process is generally fast, easy and is unlikely that it has negative consequences.
5 tips for writing descriptions
Here are five tips for writing Effective descriptions:
1. Consider the length of the meta description
To avoid the risk of Google truncating your meta description in the search results, I recommend aiming a maximum meta length or 135 characters.
My research* shows that the average length of the fragment is 146.28 characters in desktop and 135.87 characters in mobile devices.
The exact number of characters shown in a fragment depends on several factors, such as:
- User screen size
- The width of the characters (EC, an “m” uses more space than an “i”)
- Bolding (Google can bold Terms related to the user consultation, and the bold requires more space)
2. Include your main key word
Each meta description must include the main keyword of the page (the main search consultation for which you want the page to be classified) or something very close to it.
If your fragment does not mention this phrase specifically, search engines may not think that the page is relevant.
In addition, Google normally Bold Terms that coincide or coincide closely in the user consultation. This can make your results stand out and attract more clicks.
3. Address search intention
The goal descriptions that address the search intention (that is, what user chickens to achieve) are more likely to appear in the search results and generate clicks.
Therefore, consider the intention of the main search for your main keyword.
For example:
- If you go to a keyword of questions, consider providing an unheated response in the meta description
- If you go to a keyword of the product, consider including the key product specifications and price information in the meta description
One of the best ways to understand the intention is to look at the fragments that currently generates its main keyword.
You can see the non -personalized search results for your key to destination and location in the general keyword description tool. Simply click on “See Serp“Link.
4. Use imperative sentences
Imperative prayers are prayers that begin with a verb and tell the reader what to do, what can make their goal descriptions more persuasive.
For example, Ticketmaster uses two imperative sentences in this meta description:
This writing reeds to the reader who can achieve his goals on his page. And you can persuade more users to click on the result.
5. Consider using ai
Many AI tools (or tools with AI functions) can write goal descriptions for you.
For example, chatgpt can generate goal descriptions from bulk from personalized indications:
Just keep in mind that AI systems can hallucinate (provide false information) and cannot write target descriptions, as well as a human can.
IA systems may also have difficulty counting, so they can have difficulty providing goal descriptions within a particular length range range.
If you use AI to generate descriptions, check its length and quality before adding them to your website.
How to add a meta description to a web page
To add a meta description to a page, you must add a meta description label to the
HTML section of the page.
The meta description label is structured as follows:
Some editors of websites (such as Wix, Squarespace and Shopify) allow you to add and edit descriptions writing text in a designated field.
Like this:
Sometimes, you can attach a spreadsheet to update the goal descriptions.
If not, it is possible that you can install a website complement that allows you to add and edit target descriptions.
For example, the Yoast SEO complement allows you to add and edit target descriptions in WordPress sites.
Improve the target descriptions of your websites
The goal descriptions may not be the most important factor in SEO, but improving the target descriptions of your website can help you get more control over the presence of your search engine and generate more traffic.
Are you not sure where to start?
Use the site audit tool to consult your website in search of goal missing and duplicate descriptions.
And use the SEO verifier on the page to see where Google is not using its goal descriptions of Provid.
Then, prioritize the thesis URL based on how much organic traffic they generate.
You can also use these tools to discover other SEO recommendations that can have a greater impact than add new target descriptions.
