Definition
A meta description is an HTML attribute that provides a brief summary of a web page's content. It appears as the two-line snippet beneath the page title in search engine results. Their effect on rankings is indirect, as Google confirmed years ago: they significantly influence click-through rate (CTR), which in turn affects rankings.
An effective meta description is typically 150-160 characters long, accurately describes the page content, includes the target keyword (which Google bolds in results when it matches the query), and contains a compelling reason for the user to click. Think of it as a tiny advertisement for your page. You have two lines to convince someone your result is the best answer to their question.
Google uses your specified meta description when it fits the query. When the search engine determines that a different snippet from your page better matches the user's query, it generates its own. In 2026, this happens frequently. Studies show Google rewrites meta descriptions more than 60% of the time. However, writing a good default description still matters because it is used when it does match, and it influences how your page appears when shared on social media.
Why it matters
A well-crafted meta description can meaningfully increase your click-through rate. The difference between a generic description and a compelling one can be 2-5% higher CTR, which translates to significantly more traffic at the same ranking position. Over thousands of impressions, those extra clicks compound.
Meta descriptions also set visitor expectations. When your description accurately reflects the page content, visitors are more likely to engage rather than bounce, which sends positive signals back to search engines.