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A simple guide to writing meta descriptions

Meta descriptions don’t directly affect your Google search rankings. But they do influence whether someone clicks on your web page, or scrolls past it. Think of them as mini adverts for your content.

Done well, they can seriously boost your click-through rate (CTR).

Done badly, they’re just wasted space.

That makes them worth getting right, here’s how.

displaying meta decsription on google search

What is a meta description?

A meta description is a short blurb that appears under your page title in search engine results. It’s usually pulled from your site’s HTML code, but Google doesn’t always use what you write. Still, writing a strong one gives you a much better chance of controlling what people see and why they click.

 

Why does it matter?

A good meta description can:

  • Improve your click-through rate
  • Make your page stand out
  • Set the right expectations for the visitor

As we said, it won’t boost your position on Google, but it can convince more people to click when you do show up.

 

What makes a good meta description?

It’s all about clarity, relevance and motivation. A good one should:

  • Tell the reader what they’ll get if they click
  • Match the intent of the search queries
  • Include the main keyword naturally
  • Stay under ~160 characters to avoid being cut off
  • Use active, engaging language that encourages action (avoid fluff!)
meta description makeup diagram

Simple examples

Bad: We offer a wide range of digital marketing services tailored to your business needs.

Why it’s bad: vague, buzzwordy, and doesn’t speak to the searcher’s intent.

Better: Want more traffic? Our expert digital marketing team helps small businesses grow online - fast.

Even better: Struggling to get found online? Learn how our SEO and content strategies deliver real results.

 

Quick formulas to try

These plug-and-play structures can help:

Problem → Solution

Tired of low traffic? Learn 5 simple ways to improve your SEO today.

Question → Answer

What makes a good homepage? Discover 7 things your site might be missing.

Benefit → CTA

Get more leads with smarter email campaigns. Find out how we do it.
 

A few more quick tips;

  • Include your main keyword (Google might bold it)
  • Speak directly to your target audience (write for humans, not just algorithms)
  • Match the content on the page
  • Don’t duplicate descriptions across pages

Make it easier with the right tools

Tools like Ahrefs, SEMrush, and Rank Math offer smart features - from keyword suggestions to content templates - to help you write meta descriptions that get noticed. Even Google Search Console can point out which pages could use a CTR boost.

If you’re using a platform like WordPress, plugins such as Yoast and All In One SEO (AIOSEO) can take even more guesswork out of the process. They give you real-time previews, built-in feedback, and character checks, so you can fine-tune your descriptions without any hassle.

Final thoughts

Meta descriptions won’t get you to #1 on Google. But they can help you win the click, even if you’re not.
They’re quick to write, easy to test, and a smart way to get more from the content you already have.

Need help with your SEO?

Writing strong meta descriptions might seem like a small detail, but it can make a big difference to your click-through rates and overall performance. Still, finding the right words (in under 160 characters) isn’t always easy.

At h2o creative, we craft SEO content that works hard for your business, from high-impact meta descriptions to full-scale content strategies. Whether you're refreshing existing pages or launching a brand new campaign, we can help.

Want to see how we've helped others stand out in Google's search results? Check out our SEO case studies or get in touch to chat.