What a meta description does
A meta description is the short summary in a page's HTML that search engines may show under your title in the results. It does not directly affect rankings, but it shapes whether people click. Think of it as a small ad for your page: one or two sentences that tell searchers they found what they were looking for.
How long should a meta description be?
There is no fixed character limit. Search results cut snippets by pixel width, which on desktop usually works out to roughly 150 to 160 characters, and less on mobile. Put the most important information in the first 120 characters so it survives either way, and check each option's length before you publish.
Why Google sometimes shows different text
Google often writes its own snippet from the page content when it thinks another passage better matches the search. This happens more for long, specific queries. You cannot prevent it, but an accurate, specific description that matches the page's main topic is more likely to be used.
How to write one that earns the click
- Match the search intent. Someone searching a "how to" query wants steps. Someone searching for a service wants to know you offer it, where and for whom.
- Include the main keyword. Search engines often highlight words that match the query, which helps your snippet stand out.
- Be specific. "Monthly bookkeeping and VAT filing for small businesses in Dubai" says far more than "We offer great accounting services".
- End with a reason or an action. Learn, compare, get a quote, see examples.
- Write one for every important page. Duplicate descriptions across many pages waste the space.
Example
Weak: Welcome to our website. We are a leading provider of solutions for all your needs.
Stronger: Monthly bookkeeping, payroll and VAT filing for small businesses in Dubai. Fixed monthly plans and a free first consultation.
The stronger version says what, where and for whom, and it only promises what the business really offers.