How to Write an SEO Meta Description to Maximise Your CTR
- Lowri
- Apr 12
- 5 min read
Updated: Jul 2
When your page appears in search results, your meta description is often the first thing users see.
It’s your chance to stand out. A well-written meta description can significantly improve your click-through rate (CTR), helping drive more traffic to your site even if you’re not ranked #1.
In this guide, you’ll learn everything you need to know about crafting the perfect SEO meta description—from best practices and examples to common mistakes to avoid.
What Is a Meta Description?
A meta description is a short snippet of text (usually 150–160 characters) that summarises the content of a web page.
It's displayed under your page title in search engine results and is meant to inform and entice users to click on your link.
Why Do Meta Descriptions Matter for SEO?
Meta descriptions might not directly affect your rankings, but they have a significant influence on your click-through rate (CTR), and that can boost your SEO in the long run.
A compelling meta description acts like ad copy for your content, making users more likely to visit your page instead of a competitor’s.
How to write a great meta description
A good meta description should:
Stay under 155 characters
Ensure your meta description is written to the recommended character count of 155 characters or fewer. Make sure the full description is displayed without being truncated.
You can use tools like Google Docs, Sheets or Grammarly to keep track of character count. Or some content management systems will have plugins that count the characters as you write a meta description.
Use active, actionable language
Use active, actionable language that motivates users to take the next step. Choose direct, energetic words that create a sense of urgency or benefit, like “Get started,” “Discover,” or “Boost your rankings.”
This kind of language grabs attention and encourages users to engage with your content or click through.
Include a call to action
Include a clear call to action (CTA) to guide your visitors on what to do next. Simple phrases like “Learn more,” “Get started,” or “Find out how” give users direction and can boost engagement.
A strong CTA helps turn casual readers into active users by making the next step obvious and easy
Feature your focus keyword
Feature your focus keyword in your headings and content to show search engines and users that your page is relevant to their search.
This helps improve visibility in search results and reassures visitors that they’re in the right place. When users see their search terms in your headings, they’re more likely to stay and engage with your content.
Mention specifications when relevant
Mention specifications when relevant to give users the details they need to make a decision. Including product sizes, prices, materials, or unique features can build trust and help your page stand out.
Clear, specific information also improves user experience and can lead to higher conversion rates.
Match the content on the page
Match the content on the page to what your headings promise. Misleading headings can frustrate users, cause them to leave quickly, and increase your bounce rate.
Ensure your headings accurately reflect the content, so visitors find exactly what they expect — this builds trust and keeps them engaged.
Match the user's search intent
Match your content to the user’s search intent by understanding what they’re really looking for. Are they trying to learn something, compare options, or make a purchase?
Tailor your headings and content to meet that need — whether it’s providing helpful information, showcasing a product, or offering a service — so visitors feel like they’ve found exactly what they came for.
Common Meta Description Mistakes
Writing descriptions that are too long or too short
Duplicating meta descriptions across multiple pages
Keyword stuffing or unnatural phrasing
Forgetting to match the content with the description
Skipping CTAs or engagement triggers
Example of Meta Description in SERPs
Page Title: Best Budget Headphones for 2025
Meta Description: Looking for the best budget headphones in 2025? Discover our top picks under $50, featuring crisp audio, long battery life, and sleek design. Find yours today!
Notice how it’s clear, concise, keyword-rich, and includes a call to action.
Note: Google may rewrite your meta description based on the search query, but writing a strong one still gives you the best chance to influence what shows up.
Using Google Search Console Data to Help Improve Your Meta Descriptions
Use Google Search Console (GSC) data to improve your click-through rate (CTR) by analysing how your meta descriptions perform in search results.
GSC shows which pages are getting impressions but not clicks — a sign that your meta description might not be compelling enough.
Look for pages with low CTR and revise their descriptions to better match user intent, include focus keywords, and add a clear call to action.
Additional Tips for Writing Meta Descriptions
Use tools like Yoast SEO or SEMrush to preview and optimise
Consider the tone of your audience (formal vs. casual)
Regularly update older meta descriptions for better performance
Always test and refine based on performance data
Common FAQs
What is a good meta description for SEO?
A good meta description is clear, concise, and engaging. It includes your primary keyword, aligns with user intent, and uses a call to action to drive clicks. It should be unique for each page and accurately reflect the content.
How long should an SEO meta description be?
The ideal length for a meta description is between 150 and 155 characters. This ensures that the full text is shown in search results without being cut off by ellipses.
What are meta keywords in SEO?
Meta keywords are a legacy HTML tag that used to help search engines understand a page’s content. Today, they are largely ignored by search engines like Google and no longer have SEO value.
What is a good meta description for SEO 2025?
A good meta description in 2025 should be keyword-rich, reflect user intent, and stand out with compelling language. Personalization and clear CTAs continue to be important for improving CTR.
Where is my SEO meta description?
You can find or edit your meta description in the HTML code of your page, typically in the <head> section, or via an SEO plugin like Yoast if you're using WordPress.
Is meta description a ranking factor?
No, Google has confirmed that meta descriptions are not a direct ranking factor. However, they influence CTR, which can indirectly impact rankings over time
What is a short description in SEO?
A short description, like a meta description, is a brief summary of your page's content. It helps users understand what to expect and encourages them to click on your link in search results.
Should I put a brand name in a meta title?
Including your brand name in a meta title can be helpful for recognition, especially for branded searches. Place it at the end of the title, unless your brand is highly recognizable and should come first.
