How to Write a Meta Description That Gets Clicks

30 June 2026·1 min read

Quick answer: A meta description is the short summary under your title in Google’s results. While it’s not a direct ranking factor, a good one earns more clicks: keep it around 150–160 characters, include your keyword, summarise the value, and add a reason to click. Think of it as free ad copy — a compelling description can lift your click-through rate even at the same ranking. 📈

Your meta description won’t rank you, but it can win you the click. Here’s how to write one. 💖

How to write a meta description

~150–160 characters — so it isn’t cut off
Include the keyword — it gets bolded
Summarise the value — what they’ll get
Add a hook — a reason to click
Unique per page — no duplicates

💡 Free ad copy. Even at the same ranking, a compelling meta description gets more clicks than a dull one. Treat it like a mini ad: include the keyword, summarise the value, and give a reason to click.

Frequently asked questions

What is a meta description?

A meta description is the short summary shown under your page title in Google’s search results. It isn’t a direct ranking factor, but a compelling one earns more clicks — like free ad copy for your page.

How long should a meta description be?

Around 150–160 characters so it doesn’t get cut off in search results. Include your keyword, summarise the value, and add a reason to click within that space.

Does a meta description affect SEO?

Not directly — it’s not a ranking factor. But it strongly influences click-through rate, and more clicks from search can indirectly support your performance. A good description is well worth writing.

Keep reading 🤍

Written by

Kate, founder of Chronically Online

I help Gold Coast and Brisbane businesses grow with branding, websites and marketing that actually works.

Work with me ✦