SEO High impact Easy 5 min per page

Meta description

A short page description (120–158 characters) shown under the title in results.

What it is

The meta description is an attribute in <meta name="description">. Google often displays it as the snippet beneath the title in search results.

Why it matters

It is not a direct ranking factor, but it strongly affects CTR: a good description attracts more clicks. When it's missing or weak, Google pulls a random excerpt from the page that may not be enticing.

How to do it

1Length 120–158 characters so it isn't truncated.
2Include the keyword (Google bolds it in the results) and a clear benefit/call to action.
3A unique description for every page.
4Write it as a compelling micro-copy: what the visitor gains, why to click.

A good meta description

Correct

<meta name="description" content="Kids' winter jackets at up to 50% off. Waterproof, warm, free shipping over 1000 CZK and 30-day returns.">

Conclusion

Treat the description as an advertising slogan beneath the title. It won't raise rankings directly, but it will raise clicks, and over the long term a higher CTR helps rankings. Always unique, under ~155 characters, with a benefit and a keyword.