The meta description Google values — how to write one

Every search result has a title and a short text underneath, the meta description. If you write one yourself, the search engine often uses it. If you leave it out, Google makes one up itself. And that rarely turns out the way you want. Below is how to write a meta description that earns clicks.

Avoid a string of keywords

Google likes to see a readable, inviting sentence rather than a list. A description like "laminate, skirting boards, underlay, mounting kit, fitting service" backfires. Instead, write a sentence that really speaks to the searcher and sparks curiosity.

Give every page its own meta description

The same text under every page does little to help Google tell your pages apart. So write a unique description for each page that matches exactly what is on that page. That way the searcher knows right away where they will land.

Offer more than a bare summary

A flat summary adds little, because readers can work that out for themselves. Instead, make your description as appealing as possible, with a promise or a benefit. Give the searcher a reason to choose you among the ten results.

Keep it the right length

Too short works against you. With "Laminate usage class" nobody knows what is in store, so most searchers calmly scroll on. Google usually cuts off your description at around 155 to 160 characters, so that is your space. Stick to it and you already gain a few percentage points in click-through on average.

Let the data speak

Each tactic on its own delivers a small gain. Together they add up considerably. Four things are proven to work.

• The exact search query. If the search term appears word for word in your description, your click-through rises noticeably. Google also puts those words in bold.
• Power words. A word like "worry-free" does the job, as in "Discover how to take out your insurance worry-free."
• Emotion. A description with an emotional charge beats a flat one.
• Always add one. This is the simplest and strongest. A page with a description gets noticeably more clicks than a page that leaves it to Google.

Essential nuance for 2026

One thing you need to know. Google increasingly rewrites your meta description itself, in a large share of cases, tailored to the search query. So see your description as a strong suggestion rather than a guarantee. Write it sharp and relevant, because the better your version fits, the more often Google leaves it in place. And in the AI answer at the top, that same clarity counts double, because a search engine prefers to pick up a crystal-clear sentence.

A small effort with a noticeable effect. So give every page its own, well-aimed description and you will keep reaping the clicks.