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Glossary · On-page & content

meta description

Reviewed 31 Oct 2026 By Madiha Fatima 3 min read Check it yourself: yes, free

3 min
Definition

A meta description is the short summary of a page that search engines may show beneath its title in results. It lives in the page's code, not on the visible page, and is written for the person deciding which result to click. A good one says what the page offers and why to choose it, in a sentence or two.

It is not a ranking factor. Google also rewrites it often, pulling a line from the page instead when it thinks that line answers the search better. Writing a good one still raises your chance of being shown as you intended.

Short version: the line under the blue link that earns the click.
Why it matters for your business

You can rank third
and still get the most clicks.

Rankings get you onto the page. The description gets you the click. Someone searching at eleven at night for an emergency plumber sees three or four results that all look the same, and reads the line beneath each one for a reason to pick it. The result that says within the hour, fixed call-out fee and day or night wins that moment, whether it is first or third. Your click-through rate is where this shows up, and a better description is the cheapest way to move it.

It is also one of the few places in SEO where you are writing straight to the customer rather than to Google. Nobody else can say what makes your business worth the call. An agency can draft it, but the facts and the promise have to be yours, which is why descriptions written by template for every page tend to read like nothing and perform like it.

Example

Two plumbers on page one
for the same midnight search.

What the first plumber's result says

The page has no description of its own, so Google has pulled the first text it found.

Home | ABC Plumbing Services Welcome to our website. We are a family-run business established in 2004 offering a wide range of plumbing ...
What the second plumber's result says

A description written for the person searching, with the promise up front. Emergency plumber in Riverside, at your door within the hour, day or night. Fixed call-out fee quoted before we start. It ranks one place lower and takes more of the calls, because at midnight nobody cares when you were established.

How to check it on your site

Four checks, all free.

Tick each one as you go. 0 of 4 checked on your site.

  1. Search for yourself and read the grey text

    Search for your business name and then for your main service plus your town. Read the two lines beneath each of your results. A good result reads like a reason to click. A bad one starts mid-sentence, repeats the menu or is a truncated paragraph from the page.

  2. Look at the code for your top pages

    Open a service page, press Ctrl+U and search for name="description". It should exist, be unique to that page and be under about 155 characters. Missing or identical across pages means Google is writing yours for you.

  3. Find the pages with low click-through

    In Google Search Console, open Performance, show CTR and position and sort by impressions. Pages that rank well, show often and get few clicks are the ones whose title and description need rewriting first.

  4. Say the promise out loud

    Read your homepage description aloud. If it does not contain what you do, where you do it and one reason to choose you, rewrite it until it does. That is the whole job.

Related service

Titles and descriptions for every page that matters are rewritten in the on-page phase of the SEO service, and written for every page in a new build. Prices are on the price list, not on a call.

See the SEO service
Reviewed by Madiha Fatima, founder of 99creatix

Every entry in this glossary is written and checked by the person who runs the agency, reviewed at least once a quarter and dated. Last reviewed 31 October 2026.

Spotted an error or a term we are missing? Tell us and it is fixed within the week.

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