Content and on-page SEO
Meta description
A meta description is a short summary of a page in its HTML, often shown under the title in search results. It doesn't affect rankings directly, but it influences whether people click.
How to write one
- Aim for 120 to 160 characters.
- Say what the page offers and who it's for.
- Include the main keyword naturally; Google bolds matching words.
- End with a reason to click.
When Google ignores it
Google often writes its own snippet from the page text when it better matches the search. A clear, relevant description is still worth writing, because it's used for many searches and for social previews.
Frequently asked questions
Not directly, but a better click-through rate brings more visits from the same ranking.
Yes, a unique one for every indexable page.