Meta descriptions might not be the sexiest bit of SEO, but they do matter. Get them right, and you’ll boost click-through rates. Get them wrong—or ignore them entirely—and you’re letting Google do your copywriting (and not in a good way).
Here’s how to write meta descriptions that pull their weight.
What’s a Meta Description Again?
It’s that little blurb that shows up under your page title in search results.
Google doesn’t always show it (classic Google), but when it does, it’s your one shot to convince someone to click.
Ideal length: Around 150–160 characters. Enough to say something useful, but not enough to ramble.
The Must-Haves
Here’s what every good meta description needs:
1. Clarity
Say what the page is about. No fluff, no jargon. If it’s a guide, say so. If it’s a service page, name the service.
Example: Learn how to write SEO-friendly meta descriptions that drive more clicks to your website.
2. A Reason to Click
Think benefit, not just features. What’s in it for them? Why this page over the next one?
Example: Get practical tips and real examples to help you write better meta descriptions, fast.
3. Your Target Keyword
Drop in your focus keyword, naturally. It might get bolded in search results, which catches the eye.
Example: Struggling with meta descriptions? This SEO guide covers everything from structure to tone.
4. A Bit of Brand Voice
Even in 160 characters, your tone should come through. Friendly, straight-talking, helpful—that’s the Paul Delaney Digital way.
Not this: We provide innovative solutions for digital marketing.
Try this instead: Digital marketing that’s clear, honest, and actually works. No jargon, no waffle.
What to Avoid
Keyword stuffing (Google sees right through it)
Duplicate descriptions across pages
Writing something the page doesn’t deliver on
Using your page title as your meta (lazy)
Bonus Tip: Write for Humans, Not Just Google
Yes, SEO matters. But at the end of it, it’s real people you’re trying to reach. So write like you’re talking to them—not ticking boxes for an algorithm.
Format Tips (Quickfire Style)
Front-load the good stuff: Put the value up front, especially if you’re tight on space.
Use active language: “Learn”, “Explore”, “Discover”, “Get”—verbs are your friends.
Keep it snappy: No full stops needed at the end. It’s a snippet, not an essay.
Match intent: If it’s a product page, write like someone’s ready to buy. If it’s a blog, be more informative.
Make each one unique: Every page has a different purpose. Your meta descriptions should reflect that.
Examples That Actually Work
Service Page – Web Design
Struggling with your website? Our Manchester-based web design team builds clean, fast, mobile-first sites that convert.
Blog Post – SEO Tips
Want more traffic without the waffle? Here are 10 straight-talking SEO tips you can actually use.
Product Page – Coffee Subscription
Roasted fresh, delivered to your door. Discover our flexible coffee subscription with zero faff.
In a Nutshell
Writing a strong meta description is about being useful, clear and just a touch persuasive. Think of it like a pitch in miniature:
- What is this page?
- Who’s it for?
- Why should they care?
Nail those, and you’re halfway there.
If you’re still not sure where to start—or want someone to just write the damn things for you—drop me a line.
Paul Delaney Digital
SEO & content without the nonsense.
Meta Description Checklist
Use this checklist to write meta descriptions that boost clicks, match intent, and actually sound like you.
Before You Write
Page has a clear purpose (blog, product, service, etc.)
You know the target keyword or phrase
You’ve checked what’s already ranking (to spot tone + content gaps)
The Description Itself
Length: 150–160 characters (aim for ~155)
Clarity: Explains exactly what the page is about
Keyword included (naturally—not jammed in)
Benefit-focused: Shows what the reader gets out of clicking
Unique: Not copy-pasted from another page or title tag
Action-oriented language: Uses verbs like learn, get, discover
Matches search intent (informational, transactional, etc.)
On-brand tone: Friendly, plain English, no fluff
Formatting Tips for WordPress (Yoast or Rank Math users)
In Yoast SEO:
Scroll down to the Yoast SEO box
Click Edit Snippet
Paste your meta description into the Meta description field
Watch the bar go green (if it’s orange/red, you’re probably too short/long)
In Rank Math:
Scroll to the Snippet Preview section
Click Edit Snippet
Paste your description into the Description field
Make sure it fits and reads well in the preview
Example Format (Template)
“[What the page is] + [Who it’s for] + [Why it’s worth clicking]”
Example: Struggling with your SEO? This guide shares practical tips to help your site rank without the jargon.
Final Check
Would you click it?
Does it deliver on what the page promises?
Does it sound like a human wrote it?
Need a hand reviewing yours?
That’s literally what we do.
