Meta description

You want the snippet under your blue link to earn the click. This page shows how to write meta descriptions that help small sites, how to check them, and why Google often changes them.

By , founder of Porteur · Updated 13 September 2026 · Markdown

What it is and where it appears

A meta description is the HTML summary you set for a page, intended for search results snippets. It sits in <head> as <meta name="description" content="…">. Search engines may show it under your title on the results page, or they may rewrite it from on‑page text.

Why it matters for a small site

You have fewer impressions, so each one must count. A good snippet lifts click through rate on queries where you already appear. It can also steer the right visitors: who it is for, what you offer, and the next step.

How to check and measure it

  1. View what you set

    Open your page, view source, and find <meta name="description">. Or use a title and meta description checker to fetch and display it fast.

  2. See what Google shows

    Search site:yourdomain.com "unique phrase" from your page to trigger that page’s result. Compare the live snippet with your tag.

  3. Track impact in Search Console

    Open Performance, filter the page, and sort by queries. Watch clicks and CTR after you change the description. Use a 28 day window before and after.

  4. Check for missing or duplicate tags

    Crawl your site with your crawler of choice. Fix pages with no description, or the same text on many pages.

What to write, with examples

  • Match the search intent. Reflect the main query the page answers and the value in plain words.
  • Front load the benefit and the qualifier. Say who it is for and what makes it specific.
  • Include the call to action. Suggest the next step, like Compare plans or Start free.
  • Use the page’s real wording. Snippets built from on‑page text survive rewrites better.
  • Write unique copy per page. Do not paste site‑wide boilerplate.

Bad on /pricing: Pricing for our solution. Learn more about our pricing and plans. Generic, repeats the title, no detail.

Better on /pricing: Transparent monthly plans for startups and small teams, billed per seat. See features by tier and choose a plan, upgrade any time. Specific, intent matched, action led.

For /guides/getting-started: Step by step setup for yourproduct.com. Connect data, invite a teammate, and publish your first page in under ten minutes. Uses page terms and a clear outcome.

Why Google rewrites snippets

Google picks the snippet that best matches the query. If your tag is missing, too vague, stuffed with keywords, off topic for the query, or mismatched to on‑page text, it will often be replaced by a sentence from the page. This is normal, and varies by query.

  • Write tags that mirror key on‑page sentences. This makes rewrites less jarring.
  • Cover common intents on the page with clear subheadings and first sentences.
  • Avoid clickbait. A promise the page does not keep invites a rewrite.

Traps to avoid

  • Leaving it blank, then wondering why odd snippets show.
  • Using your brand tagline on every page. It wastes space and creates duplicates.
  • Chasing a fixed character count. Devices and languages vary.
  • Keyword lists or separators only. It reads as spam and gets replaced.
  • Copying competitors. Your features and audience differ.
  • Confusing other meta tags. The viewport or meta refresh are unrelated to snippets.

Questions

Sources

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