On-Page SEO
How to Write Meta Descriptions (Google’s Examples, Explained)
Google writes most snippets from your content. A good meta description gives it a better option.
Google says snippets are mainly created from page content, and that it sometimes uses the meta description when it describes the page better. Snippets can differ by search.
There’s no length limit, but snippets are truncated to fit the device.
Short answer: Write a unique meta description for each important page that summarizes what the page offers and why it’s useful, including specific details such as location, hours, price or what’s covered. Avoid keyword lists and identical descriptions across pages. For large sites, generate descriptions from page data in readable sentences. Google may still show different text when it matches the search better.
Key Takeaways
- Google mainly uses page content for snippets.
- Unique descriptions for each page; start with key pages.
- Include specific, useful details.
- Keyword lists are less likely to be shown.
- Programmatic descriptions are fine for large sites if readable.
Google’s examples
| Weak | Better | Why |
|---|---|---|
| Sewing supplies, yarn, colored pencils, sewing machines, threads | Get everything you need to sew your next garment. Open Monday-Friday 8-5pm, located in the Fashion District. | Explains the offer with real details |
| Mechanical pencil | Self-sharpening mechanical pencil… Order 50+ pencils, get free shipping. | Specific and detailed |
| Same description on every article | A summary of the specific article | Unique per page |
A formula for service pages
What you do + for whom or where + one specific differentiator or detail + next step. For example: “Emergency plumbing repairs across Austin, 7 days a week. Upfront quotes, licensed plumbers. Call or book online.”
Large sites
Google encourages programmatic descriptions for database-driven sites, built from page-specific data in readable sentences.
Checking
Search Console shows CTR by page; low CTR with good positions suggests the title or snippet needs work (low CTR). Titles matter more: how to write title tags.
Titles and descriptions are part of every page we review in our on-page SEO service.
Frequently asked questions
How long should a meta description be?
Google sets no limit but truncates snippets to fit the device. Put the key information first.
Do meta descriptions affect rankings?
Google’s documentation presents them as a way to influence the snippet shown in results, which can affect clicks.
Why does Google ignore my meta description?
It uses page content when that matches the search better. Make sure your description is accurate and specific.
Want your key pages reviewed?
We review titles, headings, content, internal links and intent match on the pages that matter most, and give you prioritized fixes.
Sources
- Google Search Central: Control your snippets in search results
- Google Search Central: SEO Starter Guide
Last reviewed October 14, 2026.
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