Better Meta Descriptions for Better SEO

Meta descriptions are a vital part of SEO that Google often rewrites for many reasons. Make sure yours metas stay put by following these guidelines.
David Victor, Digital Marketing Expert and Author

David Victor

Google rewriting your meta descriptions

Meta descriptions are a vital part of SEO that many digital marketers overlook.

Done right, a killer meta description will boost your website’s visibility and increase your click-through rates, ensuring that potential customers choose your service over competitors.

In this article, I’m going to look at a few practical strategies to create meta descriptions that Google is less likely to rewrite and that help improve your SEO ranking.

Let’s look at a few best practices, along with a few easy-to-understand examples.

Why Meta Descriptions Matter

Meta descriptions are snippets of up to 155-160 characters (technically, measured in pixels) that summarize a webpage. They appear under your link in search results and serve as a brief, compelling pitch to searchers.

If done effectively, great meta descriptions entice users to click through from the blizzard of search results to your website.

However, Google often rewrites these descriptions when they don’t believe they align with the content or aren’t well-optimized, which can hurt your search engine ranking.

Google’s meta description “writers” are pretty poor, TBH.

A compelling meta description can make a huge difference in attracting local clients for all types of businesses.

Here are my best strategies and examples to make your meta descriptions work for you.

1. Align Meta Descriptions with Search Intent

One of the key reasons Google rewrites meta descriptions is because they don’t match the user’s search intent. To avoid this, ensure your descriptions answer what the potential customer is likely searching for. Think about what your customers need and use the same language.

Example:

  • Business Type: HVAC Repair Service
  • Page Focus: Emergency HVAC Repairs
  • Optimized Meta Description: “Need emergency HVAC repair? Our local team is available 24/7 for fast and affordable heating and cooling services. Call now to restore your comfort!”

Why It Works: This meta description directly addresses someone needing urgent HVAC repair by emphasizing “emergency” and “24/7”—key phrases likely to be in the user’s search query. It’s both informative and action-oriented, reducing the chance of Google rewriting it.

2. Use Targeted Keywords and Associated Entities Naturally

Another common reason Google modifies meta descriptions is because they lack keywords and entities that match the user query. Including targeted keywords and associated entities not only helps searchers see immediately that your page is relevant but also aligns with what Google is looking for.

Example:

  • Business Type: Plumbing Service
  • Page Focus: Drain Cleaning Services
  • Optimized Meta Description: “Professional drain cleaning services in [City Name]. Our expert plumbers solve clogs fast—call now for a free quote and same-day service!”

Why It Works: This meta description includes important keywords like “drain cleaning services” and “[City Name]”, which are highly relevant to what a potential customer might search. The promise of “same-day service” also serves as an incentive for immediate action. Because this description aligns closely with common queries and user needs, Google is less likely to rewrite it.

3. Avoid Dynamic Text and Be Specific

Google dislikes meta descriptions that use dynamic text (like “50% off until [today’s date]!”) or are vague. It may even try “split testing” two meta descriptions with different, even old, dates. Static, clear descriptions are more likely to be kept as-is. Specificity helps Google understand that your page is the most relevant match for particular user queries.

Example:

  • Business Type: Lawn Care Service
  • Page Focus: Lawn Maintenance Packages
  • Optimized Meta Description: “Looking for professional lawn maintenance? We offer seasonal packages tailored to your lawn’s needs in [City Name]. Schedule a consultation today!”

Why It Works: Instead of using variable language or temporary promotions, this meta description is straightforward and specific. It explains exactly what the page is about and includes localized information (“[City Name]”), making it highly relevant to both the search query and the page content.

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Best Practices for Meta Descriptions

  1. Keep it Relevant: Ensure the meta description matches the page content precisely. If your page is about “water heater installation,” focus on that in your meta description.
  2. Incorporate Keywords: Naturally include key terms like “water heater installation,” “emergency HVAC repair,” or “drain cleaning.” This helps Google understand the page’s relevance.
  3. Include a Call to Action (CTA): Phrases like “Call now,” “Get a free quote,” or “Schedule today” can increase clicks and conversions.
  4. Be Specific: Avoid vague descriptions like “Best services for all your needs.” Instead, provide specific details about your offerings and location.
  5. Write Until You’ve Covered It All: Every “SEO Checker” tool I’ve ever run across dings you for overly-lengthy meta descriptions. But you can write as much as you want — even past the elipsis (where Google cuts it off in the SERPs). If you haven’t covered a particular entity, but you’re “out of room”, you should add that entity into your meta description. Google might actually pull a different section of your meta description and use it, if it feels it better matches the searcher’s intent.

Get Meta And Get Betta SEO

Meta descriptions are an often-underutilized tool in SEO, but they play a significant role in both ranking and conversion.

For B2C and B2B businesses, crafting a clear, keyword-rich, and action-oriented meta description can mean the difference between gaining a new client and losing one to a competitor.

By aligning with user intent, avoiding dynamic text, and including key details, you can optimize your meta descriptions so Google leaves them as-is and your page ranks higher.

Start refining your meta descriptions today—each optimized snippet can lead to better visibility, higher click-through rates, and more customers.

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