A meta description is a short HTML attribute that summarizes the content of a page. Search engines often display it beneath the title in results, where it acts as the page’s sales pitch to a searcher deciding whether to click.
Is it a ranking factor?
Not directly. Google has stated for years that the meta description does not influence rankings on its own. What it influences is click-through rate, and the engagement that follows a click is part of how engines judge whether a result satisfied the query.
So the meta description earns its place indirectly: a compelling one lifts clicks, and a page that consistently earns clicks and satisfies users holds its position better.
How to write one
- Stay within the display limit. Around 150 to 160 characters shows without truncation.
- Describe the value, not just the topic. Tell the reader what they will get.
- Include the query naturally. Engines bold matching terms, which draws the eye.
- Write a unique description per page. Duplicates waste the opportunity and look careless.
When engines rewrite it
Google frequently replaces the meta description with a snippet pulled from the page body when it judges that text a better match for the query. You cannot force your description to show, but writing a strong, relevant one raises the odds it is used and gives engines good material to pull from either way.
Treat it as part of a pair with the title tag: the title earns attention, the description earns the click.