Write a meta description

One unique 150-160 character pitch per page, ending in an action.

From seo-audit, On-Page SEO: Meta Descriptions.

Write one, read the result

Type a description or load a preset.

Example Bookshttps://example.com › invoice-approvals

Invoice Approval Software for Xero and QuickBooks | Example Books

  • 150-160 chars 0
  • Has the keyword
  • Ends on a verb CTA
  • Unique on the site
<meta name="description"
  content="Automate invoice approvals in minutes. Sync with Xero and QuickBooks, catch duplicate bills before they post, and close the month faster. Start your free trial.">

export const metadata = {
  description: "Automate invoice approvals in minutes. …Start your free trial.",
};

Same query, two descriptions

Change the query.

Auto-generatedBad
Written for the queryGood

One site, three pages

Pick what the searcher wants.

Same on every pageBad
Unique per pageGood
const seen = new Map();
for (const { path, description: d } of pages) {
  if (d.length < 150 || d.length > 160) fail(`${path}: ${d.length} chars`);
  if (seen.has(d)) fail(`${path} duplicates ${seen.get(d)}`);
  seen.set(d, path);
}

Why it matters, pros and cons

Why it matters

The description is the pitch under the title that earns the click.

Pros

  • More clicks from the same rank.
  • Searchers pick the right page.
  • Reused by link previews in chat.

Cons

  • Not a ranking factor; it moves clicks only.
  • Google often rewrites snippets from page text.
  • Cut by pixel width; mobile cuts sooner.