Before anyone reaches your website from Google, they see two short pieces of text: a title and a description underneath it. Those few lines decide whether the person clicks on you or on the result next to you. Yet on many websites the meta description is empty, copied from the first paragraph or identical on every page.
In this article we look at what a meta description and a title tag are, how they affect clicks and rankings, how to write them well, which mistakes we see most often and how to fix them in WordPress and in an online store. You will also find examples you can adapt for your own business.
What is a meta description
A meta description is a short piece of text in the HTML code of a page that summarises its content. Visitors do not see it on the page itself, but Google often shows it under the title in search results. In the code it looks like this: <meta name="description" content="...">.
One important detail: Google is not obliged to use your meta description. If it decides that another passage from the page answers a particular search better, it will show that instead. A well written description is used far more often, though, and it gives you control over the first impression.
And what is a title tag
The title tag is the page title shown in search results and in the browser tab. Unlike the meta description, it has a direct effect on rankings. That is why the two are written together: the title grabs attention and says what the page is about, and the description gives a reason to click.
Does the meta description affect SEO
Not directly. Google has said many times that the meta description is not a ranking factor. Indirectly, however, it matters a lot, because it determines how many people click. More clicks at the same position mean more visitors, and over time better user behaviour often goes hand in hand with more stable rankings.
The meta description also matters outside Google. When you share a link on Facebook, LinkedIn or in a messaging app, it is often the text that appears if there are no separate Open Graph tags. AI assistants increasingly use short descriptions to understand what a page is about, too.
How to write a good meta description
Length
Google truncates descriptions based on their pixel width, not an exact character count. In practice around 140 to 160 characters is a safe length on desktop, while mobile sometimes shows a little less. Put the most important part first.
The keyword
Include your main keyword naturally. When it matches the search, Google shows it in bold, which makes the description stand out. Do not repeat the keyword several times; it looks like spam and puts people off.
The benefit for the reader
A description is a tiny advert. Answer the question "why should I click here?": what will I learn, what will I get, how are you different. "Free delivery over a set amount", "reply within 24 hours" and "step by step with examples" are concrete benefits that work.
A call to action
A short verb at the end helps: "See how", "Find out", "Order online", "Download the checklist". It is not required, but it often lifts clicks.
Unique for every page
Each page answers a different search, so it needs its own description. Identical descriptions across dozens of pages confuse both Google and people.
How to write a good title tag
- Around 50 to 60 characters, so it is not cut off.
- Keyword near the start, but in a natural phrase.
- Brand name at the end if there is room, for example "| Webprogress".
- Unique for every page. Two pages with the same title compete with each other.
- No keyword lists such as "website, websites, design, cheap". This no longer works and looks unprofessional.
Examples: weak and strong descriptions
| Page | Weak description | Better description |
|---|---|---|
| Website design service | Website design. Website design Burgas. Cheap websites. | A website that brings enquiries: design, SEO and support. Tailored quote within 24 hours. |
| Product in an online store | Welcome to our store! You will find everything here. | Waterproof hiking boots with Vibram soles. Sizes 39 to 46, delivery in 1 to 2 days. |
| Blog article | In this article we will talk about meta descriptions. | How to write a meta description that earns clicks: length, keywords, examples and mistakes. |
| Home page | Home | Online car parts store with VIN search. Oils, filters and accessories with fast delivery. |
The most common mistakes
- Empty meta description. Google then picks a random snippet, sometimes the menu or the cookie notice.
- The same description everywhere. This happens a lot with templates and online stores.
- Too long. The important part is cut off and replaced with an ellipsis.
- Keyword stuffing. It looks spammy and reduces trust.
- A description that does not match the page. People click, do not find what was promised and go back.
- Prices and stock levels that go out of date. If you put a price in the description, it has to be kept current.
How to edit meta descriptions in WordPress and online stores
WordPress
The easiest way is an SEO plugin such as Rank Math or Yoast. Every page and post gets fields for the SEO title and meta description, with a preview of how it will look in Google. Categories and tags have the same fields.
WooCommerce and other stores
For online stores with hundreds or thousands of products, writing everything by hand is impractical. This is where templates come in, for example "{product name} by {brand}. {key feature}. Delivery in 1 to 2 days." For the most important products and categories it is worth writing descriptions manually. You can speed things up with AI, as long as every description is reviewed.
How to check where you stand
Google Search Console shows which pages get many impressions but few clicks. Those are your first candidates for a better title and description. SEO audit tools also list missing or duplicate meta descriptions across the whole site.
Open Graph: how your link looks on social media
When someone shares a page on Facebook, LinkedIn, Viber or WhatsApp, the app looks for Open Graph tags: og:title, og:description and og:image. If they are missing, it uses the title tag, the meta description and the first image it finds. The result is sometimes a link with no picture, or with the cookie banner logo.
For important pages it is worth setting separate Open Graph titles and descriptions. They can be a little more emotional than the ones for Google, because people on social media are scrolling rather than searching. The image should be about 1200 by 630 pixels with no small text. WordPress SEO plugins have a social tab where this takes a minute to set up.
Meta descriptions for local businesses
If your customers are in one city or region, say so in the title and description. A search like "dentist Varna" or "car service Plovdiv" shows the person wants something nearby. When they see their city in bold in your result, they are much more likely to click. Mention opening hours or a fast response, and a clear next step such as "Call or book online". Make sure the details match your Google Business profile, because conflicting addresses or hours reduce trust.
Meta descriptions for AI search
More and more people ask their questions to AI assistants. These do not show classic results, but they use web pages to build an answer. A clear title, an accurate description and well structured content help these systems understand what a page is about and when to cite it. This is part of GEO optimisation, which we describe on our SEO and GEO page.
A practical one week plan
- Day 1: Export the 20 pages with the most impressions from Search Console.
- Days 2 and 3: Write new titles and descriptions for them.
- Day 4: Check for duplicate titles and fix them.
- Day 5: Set a template for the remaining products or posts.
- After 3 to 4 weeks: Compare clicks and click through rate in Search Console for pages with a stable position.
Frequently asked questions
How long should a meta description be?
Around 140 to 160 characters is a safe length on desktop. Google measures width in pixels, so it matters more that the most valuable part comes first than that you hit an exact count.
Why does Google show a different description instead of mine?
If it decides another passage from the page answers the search better, Google shows that. This happens more often when the description is generic or does not contain the words people search for.
Does every page need a meta description?
Important pages should have a hand written description. For large numbers of products or posts a template is fine, and it is better than having none.
Does the meta description affect rankings?
Not directly, but it affects clicks. More clicks mean more visitors from the same position, which is the point of SEO in the first place.
Can I use AI to write meta descriptions?
Yes, especially for large catalogues. Set clear rules for length and tone, and check every description for accuracy before publishing.
Conclusion
The meta description and title tag are the smallest pieces of text on your site, but they often deliver the fastest results. A few hours spent on your most visited pages can bring more clicks as early as next month.
If you would like us to review your site and fix titles and descriptions as part of full SEO optimisation, get in touch. With a new website build all of this is included from the start. You will receive a tailored quote within 24 hours.
