Glossaire · SEO

Meta description

The meta description is an HTML tag located in a web page's header (`<meta name="description">`) that summarizes the page's content in one to two sentences. It frequently appears beneath the clickable title in search results (SERP) and acts as preview text. While it is not a direct ranking factor for Google, the meta description indirectly affects SEO by influencing click-through rate (CTR): a clear, compelling description aligned with search intent encourages more users to click. Its recommended length is around 150 to 160 characters to avoid truncation. When Google considers the tag irrelevant, it automatically generates a snippet from the page content. An optimized meta description includes the primary keyword, a concrete benefit, and a call to action that sets the page apart in the results.

The meta description remains one of the most accessible on-page levers for improving how a page performs in search results. Written well, it turns a mere ranking position into a real click.

How it works

The meta description sits in the <head> section of a page's HTML code. When a user runs a query, Google may display this tag beneath the clickable title and URL. The engine does not always use it as written: if it is judged too short, duplicated, or poorly aligned with the query, Google generates its own snippet from the page content. This tag should therefore work hand in hand with the title tag to form a coherent, engaging preview.

Why it matters

The main purpose of a meta description is CTR. At an equal position in the SERP, two pages can earn very different click-through rates depending on the quality of their description. Text that precisely answers the search intent, highlights a concrete benefit, and ends with a call to action captures more attention. Since Google treats user engagement as an indirect quality signal, a better description feeds overall SEO performance.

Key takeaway

The meta description does not improve your ranking directly, but it decides whether the user clicks or moves on to the next page.

Best practices

Write a unique description for each page: duplicates blur the message and hurt readability in the SERP. Naturally include the primary keyword, since Google bolds terms matching the query, which boosts visibility. Stay under 160 characters, use an active voice, and end with an action verb ("Discover," "Download," "Compare"). Finally, regularly check your descriptions in Search Console to spot pages where Google rewrites the snippet, a sign that the tag needs reworking.

FAQ

Questions fréquentes

Aim for around 150 to 160 characters. Beyond that, Google truncates the text with an ellipsis. The goal is to convey the essentials and a call to action before the cutoff.

No, it has not been a direct ranking factor since 2009. However, it influences click-through rate, which is an indirect relevance signal that search engines take into account.

Pour aller plus loin