If you’re confused about how to write your meta descriptions, you’re not the only one. To help remove that confusion, I’m going to dig into what makes a great meta description and share 18 killer meta description examples.
You’ll also learn why your site’s meta descriptions are so important, as well as the best meta description length (especially taking into account Google’s changing policies). 👨🎓
Key Takeaways
- Well written meta descriptions can persuade readers to click on your article when shown in search engine results.
- Google uses your meta description as a backup option, so if you don’t answer the searcher’s query well, then the odds of your meta description being shown is slim.
- In addition to quality, authenticity, and simplicity, your meta description also can’t be too long. It should be clear and concise.
What is a meta description? 🤔
A meta description is an HTML element that contains a short summary of your page and generates the brief snippet you see underneath a site’s title in Google’s organic search results. Here’s an example of what it usually looks like:
💡 Pro tip: If you’re looking for a tool to help you analyze your site’s level of SEO optimization and how it’s seen by the search engines, check out KWFinder. It’s one of the leading tools in this space.
Is writing a meta description for your content important? 🤷♂️
Way back in September of 2009, Google announced that the text in meta descriptions and meta keywords didn’t factor into its ranking algorithms for search. 1
📌 But even back then we still knew that meta descriptions were – and are! – important for two reasons:
- They help convince people to click on your result in the organic listings.
- Because Google measures click-through rate (CTR), they might indirectly improve your rankings by boosting your site’s organic CTR.
With that said, SEO professionals have mixed opinions on whether writing them yourself is beneficial or not. Here’s why:
- Google’s own info page states that the snippets we see in search results are primarily created from page content itself. They add that sometimes their algorithm will use the meta description HTML element if it might give users a more accurate description of the page. 2 Put another way, manually written meta descriptions are a backup option for Google.
- Some research suggests that not writing a meta description can actually increase traffic. For example, one experiment on an ecommerce site saw an estimated 4.2% increase in monthly organic traffic after removing manually written meta descriptions. 3
Although there’s no true consensus on this vis-à-vis Google, it’s also good to keep in mind that Google’s dominance is slowly waning. It’s still the dominant search engine, but these days more people are relying on alternatives as well – and we have no idea how meta descriptions are being processed by those alternatives.
Taking everything into account, writing custom meta descriptions may not dramatically boost your rankings, but it remains a relatively low-effort SEO task that can potentially bring some benefits.
So now let’s turn our attention to an important consideration: what’s the optimal length for these descriptions?
What is the optimal meta description length?
Officially, Google does not provide a maximum length for meta descriptions. In their best practices guidance, they state that:
There’s no limit on how long a meta description can be, but the snippet is truncated in Google Search results as needed, typically to fit the device width. 4
This is also why Google’s John Mueller said on a livestream that he wouldn’t recommend changing the length of your meta description based purely on what you see in search results. He goes on to say that you should just make sure that it’s “short and to the point.”
Google’s public liaison of search, Danny Sullivan, has also previously advised against rewriting descriptions.
So what’s the practical advice here? 🤔
The practical advice is to translate Mr. Mueller’s “short and to the point” comment into something numerical. If we were to use the WordPress Yoast SEO plugin as a gauge, then the number should be no more than 155 characters. If you go over that number inside the plugin, you’ll see the little progress bar turn from green to orange (indicating you’ve gone over the suggested limit):
But even if you don’t use Yoast (or WordPress for that matter), you can still make a mental bookmark to keep your meta description around that 155 number. Don’t be afraid to go a little over if you need to, but don’t go overboard either. 170 characters is probably the max.
How to write a good meta description 💡
We just covered length, but that’s not the only factor you need to keep in mind when writing meta descriptions. Below are a few other pointers to guide you in the right direction:
- Stick to your brand voice and tone, but also keep it conversational.
- Include your primary keyword if you can do so naturally. A semantic variation will also work if necessary.
- Think about the search intent of your potential readers. Put yourself in their shoes. Does your meta description promise an answer to what they’re looking for?
- Related to the previous point, don’t trick searchers into clicking your link by promising an answer that your content doesn’t actually deliver.
- Include a call-to-action like “Learn more here.”
- Try to write using active voice, but don’t force it if passive voice makes more sense.
- Keep in mind that meta descriptions might be truncated when displayed in search, so use the first 120 character to communicate your most important message.
- Ensure every page on your site has a unique meta description – don’t use the same description for multiple pages.
🧭 Once you have your text figured out, you can set the meta description in WordPress by following this guide.
18 great meta description examples to inspire you in 2025 📋
Since you only have 155-ish characters to work with, you need to make every word count. To help you get your creative juices flowing, here are some meta description examples for your inspiration.
1. Idealista
⚙️ Why it works: Idealista’s meta description immediately creates search intent alignment with their opening question. They follow it up with reassurance: if you use their website, reaching your goal will be easier. Then they top it all off by providing some numerical data (i.e., more than a million) to back it up. All that in only 30 words!
2. Lonely Planet
⚙️ Why it works: Well, do you love travel? As we saw in the example above, starting with a question draws readers in, and Lonely Planet executes it perfectly. Very few people are going to say “no” in response to that question, and as they continue reading, they’ll find out exactly how Lonely Planet can help travelers like them.
3. Harmless Harvest
⚙️ Why it works: It speaks directly to the target audience of health-conscious consumers who are looking for pure coconut water with no additives. Within the first five words, it’s made clear that this product doesn’t have any other ingredients. It continues to build from there by adding more information to support those first five words.
4. World Wildlife Fund (WWF)
⚙️ Why it works: This 21-character meta description leaves no room for confusion about who WWF is, what they do, and the fact that they are an activist organization that accepts help from others. It’s an informative approach, mixed with a call to action, inviting people to help their cause.
5. Reddit
⚙️ Why it works: Reddit not only provides a clear explanation of what it provides – which is literally “anything you’re interested in” – but they also sandwich the whole thing inside of a community-driven message. In other words, whatever you’re into, you won’t be alone if you enter their website.
6. Wired
⚙️ Why it works: For this meta description, Wired casts a wide-net, but with a common thread running through all of it: technology. The reader knows that no matter which area of the Wired website they will go to, whether it’s the magazine, the science section, or the videos, they’ll be treated to a menu of interesting tech-related stories.
7. Kettl
⚙️ Why it works: Kettl does two things extremely well in this meta description example. The first is showcasing how extensive their offerings are. If you’re looking for Japanese tea – no matter the type – then Kettl will almost certainly have it. The second thing is leaving the searcher with a cliffhanger, which naturally elicits a desire to click on the link. That is, unless, you don’t want to know what their new and experimental offerings are. Well done. And in only 24 words at that!
8. GQ
⚙️ Why it works: The GQ example fuses legacy (i.e., since 1957), competency (i.e., award-winning writing), and practical benefits (i.e., look sharper and live smarter) into one compact, effective meta description. It is a perfect example of a website that understands its target audience and aligns their meta description to appeal to that audience.
9. CHAR Rooftop Bar
⚙️ Why it works: This meta description is dead simple and that’s exactly why it works. If you’re searching for unique drinks with a killer view in Bangkok, then you’ve found the place. Plus, if you get hungry, then you also know that there’s food available. This is thanks to the meta title and the sitelinks below the meta description itself, both of which indicate that there is a restaurant on the premises.
10. Inside Kyoto
⚙️ Why it works: Explaining everything that you could possibly do in one location as a tourist is impossible when you only have 155 characters to work with. Inside Kyoto nails it with a creative workaround. They let you know that if you do want those fine details, that you’ll be able to search for them on their website in at least two different ways: by itinerary or by district.
11. SEE TEFL
⚙️ Why it works: To begin with, as do some of the other good examples on this list, SEE TEFL also starts things off with a question. Assuming the response is “yes”, then the reader is likely to continue reading, since the time investment to read another sentence is short. And it’s in exactly that next sentence where all of the value is packed in. There’s not only the course itself, but also promises of a cultural immersion and direct teaching experience. That would get a click from me if I was searching for info about this.
12. Momondo
⚙️ Why it works: This is another example of a meta description that is straightforward, descriptive, and with no frills. Momondo tells you exactly what you’re going to get, and in a very brief way, they also explain their methodology. Do you want to search only one site, or do you want to use Momondo, which is going to search more than 1,000 sites on your behalf? The answer is clear: click here.
13. PETRONAS Twin Towers
⚙️ Why it works: Although it’s in a completely different niche, the PETRONAS Twin Towers website uses the legacy element in a similar way to GQ. After all, wouldn’t you want to say that you’ve visited the tallest twin towers in the entire world? Aside from bragging rights on Instagram, there is something just plain cool about it, and the meta description invites you to be a part of that coolness.
14. Alter Eco
⚙️ Why it works: Love chocolate but looking for something that’s not mass produced with questionable ethical practices behind it? Well then clearly Alter Eco’s meta description speaks to your chocolate-loving soul. It’s basically a succinct value statement paired with a special offer if you buy over a certain amount. The offer itself also conveniently serves a secondary function, which is to let you know that you can order online.
15. CrossFit
⚙️ Why it works: Emotion sells, and fear is one of the strongest emotions we have. While fear shows up in lots of different areas of our lives, one of the more everyday fears that people have is around starting an exercise program. There is the fear of not knowing what to do. There’s also the fear of not being able to stick with it, and ultimately, the fear of failure. CrossFit’s meta description addresses all of those fears and reassures the reader that there will be a community supporting them, they will see results, and that this is going to be a long-term commitment (i.e., over your lifetime). All they need to do is click the link.
16. Bolt
⚙️ Why it works: For a company that is basically a taxi service, Bolt manages to decorate the typical taxi experience with more appealing language. The message is that you’re not just ordering a taxi, but a “comfortable ride”, and the person driving the car isn’t just any ol’ Joe-Shmoe, but a “top-rated driver.”
17. Morocco Gold
⚙️ Why it works: If you’re the type of person who gets super geeked out on high-quality, extra virgin olive oil, then Morocco Gold’s meta description will make your mouth water. You’ve got the superior quality in there – that’s a given – but then you also have the fact that it’s from a single estate production. Plus you’re taken on a quick imaginary journey to where the magical green juice was produced. If this is what I’m looking for, then my wallet is already open. I’m clicking the link.
18. Lay’s
⚙️ Why it works: The final example showcases two different types of visualization combined with legacy and longevity to create a very enticing meta description. It begins with a subconscious prompt that asks the reader to recall a celebration – ideally with Lay’s there. Then it continues with a message of longevity, followed by another subtle prompt directed at the palate.
Conclusion 🏁
Meta descriptions might not directly contribute to how Google ranks your web pages, but they certainly do help entice people to click your links. So nailing your meta descriptions should still be a priority when optimizing the SEO for your site. And when you can, try and stick to the 155 character limit.
But that’s not to say you should be spending all your time optimizing meta description. What Google really wants is for you to spend more time coming up with clever, quality content. So as long as your content is useful for users and contains information that matches search queries, your pages will rank well in search. 🕵🏻
Have a question about how to write great meta descriptions? Know any other great meta description examples? Leave a comment below!
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- https://webmasters.googleblog.com/2009/09/google-does-not-use-keywords-meta-tag.html ↩︎
- https://developers.google.com/search/docs/appearance/snippet#how-snippet-created ↩︎
- https://www.searchpilot.com/resources/case-studies/removing-meta-descriptions ↩︎
- https://developers.google.com/search/docs/appearance/snippet#meta-descriptions ↩︎
Excellent article! Was good to learn about these meta description examples.
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