---
title: "Write meta descriptions that earn clicks"
description: "Meta descriptions do not rank pages but influence click-through. Write 120 to 160 characters that state what the page delivers, use the searcher's phrasing and include a concrete detail. Keep them unique, avoid quotes that truncate, and rewrite the pages with high impressions and low CTR first."
url: "https://seo-mcp.io/t/write-meta-descriptions-that-earn-clicks"
---

# Write meta descriptions that earn clicks

Meta descriptions do not rank pages but influence click-through. Write 120 to 160 characters that state what the page delivers, use the searcher's phrasing and include a concrete detail. Keep them unique, avoid quotes that truncate, and rewrite the pages with high impressions and low CTR first.

## Prerequisites

- Search Console Performance data
- CMS or template control of meta descriptions

## Steps

1. **Find high-impression low-CTR pages** — In the Performance report, filter pages with impressions above your median and click-through below the site average. Export the top 20.
   Check: The export lists at least 20 URLs with impressions, CTR and current description.
2. **Rewrite with a specific promise** *(general best practice)* — Replace generic copy with what the page delivers, who it is for and one concrete detail. Keep the length between 120 and 160 characters.
   Check: Each rewritten description is unique and within the length range.
3. **Measure the change** *(general best practice)* — Compare CTR for the rewritten URLs over four weeks against the previous period at similar positions.
   Check: Median CTR for rewritten URLs improves while average position stays within one position.

## Source

@seo-mcp on 2026-10-19: https://developers.google.com/search/docs/appearance/snippet

Canonical: https://seo-mcp.io/t/write-meta-descriptions-that-earn-clicks