The short answer: a meta description is the short summary that can appear under your blue link in Google. It won’t move your ranking, but it can win the click. Say what the page offers, add one useful detail, and write a different one for every page.
This is episode 4 of SEO in 60 seconds, our series of one fix per episode for small business websites. The full series sits in our on page SEO basics overview.
When does Google use your meta description?
Google builds most snippets from your page content, picking the part that best matches the search. It uses your meta description when it gives a more accurate summary than the page text alone. So write the more accurate summary.
How do you write one in Yoast?
- Open the page and scroll down to the Yoast SEO box.
- Find the Meta description field.
- Say what the page offers in one sentence.
- Add one useful detail, such as your area, your hours or a price.
- Write a sentence, not a list of keywords.
- Keep it different on every page. Google has no set limit but cuts it to fit the screen, so put the important part first.
What does a good meta description look like?
- Weak: Plumber, plumbing, Dublin plumber.
- Better: Boiler repairs across north Dublin, 7 days a week. Fixed callout price. Call or book online.
Where should you start?
No time to do them all? Google suggests starting with your home page and your most popular pages. Episode 8 shows you how to find the pages where a better description would help most.
What are the common mistakes?
- The same description on every page. Google says repeating one description is unhelpful.
- Keyword lists. Google says these are less likely to be shown.
- A description the page doesn’t back up. People bounce straight back.
Read the transcript
“Meta descriptions don’t help you rank, but they can win you the click. Google uses yours when it sums up the page better than the page itself. Say what you offer. Add one useful detail: your area, your hours or a price. And write a different one for every page. Start with your home page and your busiest pages. Follow for episode 5, image alt text.”
Want a hand?
Running Google Ads too? Ad descriptions follow the same rules: what you offer, one useful detail, a reason to click. Our SEM in 60 seconds episode on ad text is coming soon.
Rather we did it for you? Book a free 20 minute call.
Sources
- Control your snippets in search results, Google Search Central. Checked 27 October 2026.
Previous episode: title tag vs H1. Next episode: image alt text. Back to the series overview.