The meta description is a short descriptive text that is stored in the HTML code of a website. It appears in the search results (SERPs) under the title tag and gives users a compact overview of the page content. It is one of the so-called meta tags, i.e. metadata that provides search engines with additional information about the page. Although it is not a direct ranking factor, it significantly influences the click-through rate (CTR) - so a well-written meta description can make all the difference.

The most important things about the meta description in a nutshell

Function: Describes the page content and influences the click-through rate (CTR), but not directly the ranking
Length: Ideally 140-160 characters or around 920 pixels on desktop
Structure: Contains the main keyword, a clear statement and a call to action (CTA)
Goal: Increase relevance and click probability through appealing language
Avoid mistakes: Do not use duplicate, excessively long or misleading descriptions
Maintenance: Check regularly and optimise if necessary - for example via the Google Search Console

What does a meta description look like in code?

A meta description is integrated with a simple HTML tag. It belongs in the

area of a page and looks like this, for example

This text usually appears below the page title in the Google results list. However, if Google considers another text passage to be more relevant, the system can automatically adjust the snippet. Only use one meta description per page. Multiple entries can lead to conflicts.

Why is the meta description so important for SEO?

The meta description is a central element of on-page optimisation - even if it is not technically a direct ranking factor.
Its influence is reflected in the click impulse. A good description convinces users that your page provides the answer to their search query.

Mechanisms of action:

Increase in the CTR (click-through rate)
Improvement of user signals (dwell time, lower bounce rate)
Strengthening brand perception in the SERPs

In short: The meta description is your free advert in Google search.

How do you create the perfect meta description? A convincing meta description is short, clear and motivating. It answers the user's search intention in just one sentence - and at the same time encourages them to click. It should fulfil three central criteria: Relevance, clarity and motivation.

The optimal length of a meta description is between 140 and 160 characters or around 920 pixels on the desktop. This frame ensures that the text is displayed in full in the search results.
Texts that are too short appear uninformative, while descriptions that are too long are cut off in the SERPs - often in the middle of a sentence.

Make sure that the text is self-contained and does not contain any ellipses ("..."). Also avoid excessive special characters, arrows or emojis, which may stand out but can distract from the content or be cut off in the presentation.
A clear, well-structured form is always more effective than artificial emphasis.

The language of a meta description should be active, concrete and user-orientated. Use verbs that express action or benefit instead of remaining purely descriptive. This creates a lively and convincing tone.

For example, the phrase "Learn how to optimise your website for search engines" has a much stronger impact than "Information about website optimisation".

The main keyword should of course be integrated into the text - not strung together at the beginning, but embedded in a meaningful sentence. This increases relevance and signals the topic focus to search engines without appearing unnatural.
Finally, every meta description should contain a call to action - such as "Discover now", "Learn more" or "Compare directly". This creates a clear impulse to click and demonstrably improves the CTR.

A good meta description immediately conveys what the page is about - and why it is relevant for the user. Focus on the search intention: What does the person who enters this term into Google really want to know or achieve? If you answer this question concisely, your search result is more likely to be clicked on.

Example of a clear and targeted formulation:

"Get to know the team & employees of the creative agency DREIKON at Münster harbour. ✓competent ✓ fair ✓ uncomplicated ▻ More information!"

This description immediately reveals what the content offers and addresses the added value. It creates trust and provides a concrete benefit - two decisive factors for clicks.

Also use strong verbs such as "discover", "optimise", "compare" or "learn". Such words generate activity and curiosity. Also make sure to evoke positive emotions - this makes your meta description more lively and convincing.

What mistakes should be avoided?

Common pitfalls are

Missing or duplicate meta descriptions,
overlong texts,
pure keyword stuffing,
content that is too general or meaningless,
technical errors in HTML (multiple tags, incorrect spelling).

Also avoid misleading promises - otherwise users will quickly leave the site.

Can meta descriptions be automated?

Yes, especially for large websites, it can make sense to generate meta descriptions automatically - e.g. with the help of CMS plugins or templates.
But be careful: standard texts without individual references often lead to weak CTRs. Automation is only worthwhile if clear templates are defined (e.g. for product pages with a recurring structure).

How can meta descriptions be checked and optimised?

The performance of a meta description is easy to measure.
You can see impressions, clicks and CTR per page via the Google Search Console.
Pages with high visibility but low CTR are clear candidates for a revision.

Helpful tools:

Sistrix Snippet Generator
Screaming Frog SEO Spider
Ahrefs / Semrush
Google Search Console

Tip: Test different variants of your meta description - e.g. emotional vs. informative - and compare CTR changes.

What is the conclusion about the meta description?

The meta description is small but effective.
It often decides whether a user clicks on your result or scrolls further.
A good description summarises the content precisely, convinces emotionally and clearly states the added value. In short: Without a strong meta description, there is no strong first impression.