SEO skill
Meta descriptions: a step-by-step method and prompt
Write a unique 120 to 155 character summary per page that matches intent and gives a reason to click.
Updated · 2 min read
A meta description is a short HTML summary of a page that search engines may show under the title in results. Write a unique one for each important page: summarize what the reader gets, include the main keyword naturally, keep it around 120 to 155 characters, and end with a reason to click. It does not change rankings, but it can change clicks.
What it is
The meta description sits in the page head: <meta name="description" content="...">. Google's guide to snippets explains that it may use this text when it describes the page better than on-page content.
Think of it as a short ad for the page. Searchers scan the title and snippet to decide which result fits their need. A specific description helps the right person choose you.
Strong and weak descriptions compared:
| Weak | Why it fails | Stronger |
|---|---|---|
| "Welcome to our blog about marketing." | Says nothing specific | "Learn a UTM naming system your whole team can follow, with presets for paid, email and social campaigns." |
| "SEO, SEO tools, best SEO, free SEO" | Keyword stuffing | "Check title tags, meta descriptions and Open Graph tags on any page. Paste HTML and get a fix list in seconds." |
| Same text on every page | Duplicates get ignored | Unique summary per page |
When to use it
- Publishing a new page or post
- An audit finds missing or duplicate descriptions
- A page ranks well but has a low click-through rate
- You changed the focus or offer on a page
- Preparing pages that will be shared on social, where descriptions often appear in previews
Step-by-step method
- Read the page and the query. Note the primary keyword and the main question the page answers.
- Write the core summary. In one sentence, say what the reader gets. Lead with an active verb: learn, compare, get, check, build.
- Add a specific detail. Include a number, format, audience or feature that sets the page apart, such as "with 12 templates" or "for Shopify stores".
- Include the keyword naturally. Google bolds query words in snippets, which draws the eye. Use it once.
- End with a next step. Close with what happens on the page: try the tool, read the steps, see examples.
- Check the length. Aim for about 120 to 155 characters so the full message shows on most devices.
- Make it unique and accurate. No duplicates across pages, and nothing the page does not deliver.
Ready-to-use prompt
You are an SEO copywriter writing meta descriptions. Page URL: [URL] Page title: [TITLE] Primary keyword: [KEYWORD] Audience: [AUDIENCE] What the page delivers: [SUMMARY] Unique detail (number, format, feature): [DETAIL] Tasks: 1. Write 5 meta description options between 120 and 155 characters. 2. Start each with an active verb or a direct answer. 3. Use the primary keyword once, naturally. 4. Include the unique detail in at least 3 options. 5. End each with a reason to click. 6. Show the character count beside each and recommend the best one. Rules: no keyword stuffing, no quotes or double quotation marks, no hype words, no em dashes, must match the page.
Checklist
- Unique description on every important page
- About 120 to 155 characters
- Primary keyword used once, naturally
- Starts with an active verb or direct answer
- Includes a specific detail
- Ends with a reason to click
- Accurately describes the page
- No double quotation marks that could break the HTML attribute
How Thig automates it
The SEO agent finds pages with missing or duplicate descriptions, and the Writer agent writes a description for every article it drafts. You approve changes in the feed. Draft options quickly with the free Meta Description Generator, and see the title tags skill for the other half of the snippet.
Frequently asked questions
Do meta descriptions affect rankings?
Google has said meta descriptions are not a ranking factor. They matter because a clear, relevant description can be shown as the snippet and improve clicks.
How long should a meta description be?
Google does not set a fixed limit and truncates snippets to fit the device. Around 120 to 155 characters is a practical target so the key message shows.
Why does Google ignore my meta description?
Google may build its own snippet from page text when it better matches the query. Descriptions that are vague, duplicated or keyword-stuffed are more likely to be replaced.