Meta description

What meta descriptions do

Meta descriptions appear beneath your page title in search results. While not a direct ranking factor, they significantly impact click-through rates. A compelling description convinces searchers your page has what they need.

Think of meta descriptions as advertising copy for search results. You have 155 characters to explain what the page offers and why visitors should click. Make every word count.

Writing effective meta descriptions

Include your primary keyword naturally—search engines bold matching terms, catching attention. But don't just stuff keywords. Write persuasive summaries that communicate value clearly.

Address what visitors get. "Learn how Astro generates static sites for 10x faster load times" works better than "This page is about Astro websites". Specific benefits beat generic descriptions.

Keep descriptions under 155 characters. Longer descriptions get truncated with "..." in search results, cutting off your message. Aim for 150-155 to maximise space without truncation.

When Google ignores your description

Search engines sometimes override your meta description with page content they consider more relevant to the query. This happens when your description doesn't match what someone searched for, or when page content provides better context.

Don't obsess over this. Write good descriptions, but understand Google prioritises relevance. If your description gets overridden frequently for a keyword, consider whether your content truly matches that query.

Meta descriptions and CTR

Higher click-through rates from search results can indirectly improve rankings. When your listing gets clicked more often than competitors at the same position, it signals relevance to search engines.

Test different descriptions via Google Search Console. Compare impressions to clicks. Low CTR suggests your description (or title tag) needs improvement.

Unique descriptions for every page

Every page needs a unique meta description. Duplicate descriptions waste opportunities to communicate specific value. Generic descriptions like "Learn about our services" tell visitors nothing.

We write custom meta descriptions for every page during builds, ensuring each clearly communicates what that specific page offers and why it deserves a click.