Search snippet

Google usually takes the meta description of the page. If that is missing, too short, or does not match the query, it picks a passage from the page.

Write a clear meta description for each important URL. Use the key task of the page in plain words. For example, on "/pricing": "Plans for startups and teams. Compare features and pick a paid or free plan."

Expect Google to swap text per query. A user searching "free plan yourproduct" may see a different line than someone searching "yourproduct pricing". That is normal.

The snippet sells the click. If two results sit side by side, the clearer promise wins. On a small site, every click is hard won, so do not waste the line under your title.

Match intent. For "/guides/getting-started", lead with the outcome: "Set up in minutes. Connect data and ship your first report." Avoid fluff or brand slogans that say nothing about the task at hand.

• Search Console performance report: find the page, compare queries, and read click through rate against position over the last 28 days.
• Run the search in an incognito window. Note the exact snippet shown for your result. Try a few core queries and variants.
• Check truncation. If the key promise is cut, move it earlier in the sentence.
• Compare rivals on the same query. What do they promise in the first clause? Aim to be clearer, not longer.

You cannot force the exact text for every query. You can make the best candidate text easy to pick and hard to misread.

A rich snippet adds stars, prices or breadcrumbs from structured data. Add the right schema to eligible pages, like Product, SoftwareApplication or BreadcrumbList. Validate with the rich results test.

A featured snippet is a passage shown in a box above the results. To compete, answer the query in a tight block near the top. For a question page, use a crisp two sentence answer, then detail below. Use a clear heading above it.

Mark up FAQs only where the page truly answers user questions. Keep the question in user terms, not brand speak. Do not add schema that the page does not support in its visible text.

You can limit what Google may show using robots directives. max-snippet sets the maximum length of the text snippet. nosnippet removes the text snippet entirely for that page.

Apply directives at page level. Review them after a redesign, a content migration or when CTR drops without a rank change.

• If a line you dislike appears in snippets, rewrite that passage on the page and update the meta description.
• If sensitive text must not appear, add nosnippet for that page. If you only need shorter text, use max-snippet instead.

• One meta description reused across many pages. Write unique copy for each important URL.
• Keyword stuffing. Write for the query, not for density. Clutter reads like spam and gets rewritten.
• Burying the value. Put the promise first. Do not start with your brand unless it is the point of the query.
• Schema without substance. Do not add review or FAQ markup that the page does not show to users.
• Blocking snippets by mistake. An inherited nosnippet on a template can tank CTR across a section.