Meta Description

A meta description is a short text section that summarizes the content of a web page and is embedded in the HTML code of a website. It serves as a kind of advertising text for the respective page in the search results of a search engine.

Where is the meta description located in the HTML code?

The meta description is located within the <head> area of an HTML page and is specified in a <meta> tag with the attribute name=”description”.

How is the meta description displayed in the search results?

In the search results, the meta description appears directly below the page title and the URL. It provides a brief overview of what the user can expect on the page and plays a decisive role in whether the user clicks on the search result or not.

Purpose of the meta description

The meta description has several key functions that affect both the user experience and search engine optimization (SEO ):

  • Summary of the page content: It provides a short and concise summary of what visitors can expect to find on the website. This helps users to decide whether the page is relevant to their search query.
  • Influencing the click-through rate (CTR): A well-formulated meta description can increase the likelihood that a user will click on a search result. A higher CTR can in turn have a positive effect on the positioning of the page in the search results.
  • Indirect effect on search engine ranking: Although meta descriptions have no direct influence on the ranking, a high CTR indirectly influences how a search engine evaluates the relevance and quality of a page.

While the meta description fulfills a variety of functions, its effective design is crucial. The next section discusses best practices to help write meta descriptions effectively.

Best practices for writing meta descriptions

To ensure that meta descriptions have maximum impact on users and search engines, the following best practices should be followed:

  • Create unique descriptions for each page: Avoid duplicate meta descriptions. Each page should have a specifically tailored description that reflects its unique content.
  • Include relevant keywords: Include keywords that are highlighted on the page and are relevant to your target audience ‘s search queries. This not only helps users, but also signals the relevance of your site to search engines.
  • Encourage users to click: Use active language and a call-to-action to encourage users to visit your site.
  • Pay attention to readability and comprehensibility: The meta description should be easy to understand and easy to read. Avoid technical jargon unless your target audience expects it.
  • Place important information at the beginning: Since meta descriptions can be shortened in the search results, it is important to place the most important information or keywords early in the text.

Examples of effective formulations in meta descriptions

Description type Sample text
Product page “Discover the latest features of our smartphone – now with improved battery life and a faster processor. Buy today!”
Blog post “Find out all about sustainable energy use in our latest blog post. Read now to get practical tips for your home!”
Service side “Increase your online presence with our customized marketing solutions. Contact us now for a free consultation!”

In addition to the content, the length and formatting of the meta description also play a decisive role in its effectiveness.

Optimal length and formatting

The design of a meta description should also take into account technical aspects to ensure that it is presented effectively and attractively:

  • Recommended number of characters: The ideal length of a meta description is between 120 and 160 characters. This ensures that the text is displayed in full in the search results without being cut off.
  • Avoid abbreviations by search engines: If your description is too long, important information may not be displayed at the end. Therefore, stick to the recommended length.
  • Adaptation to mobile search results: As more and more users are searching on mobile, your meta description should also be easy to read on small screens.
  • Use of punctuation and special characters: Punctuation can improve readability and special characters can attract attention, but their use should be moderate to maintain professionalism.

In addition to theory, it is often helpful to see concrete examples of what effective meta descriptions can look like in practice.

Examples of effective meta descriptions

Here are some examples of well-designed meta descriptions that illustrate how different websites can summarize their content in an appealing way:

Example 1: Product page of an online store

Meta Description: “Experience state-of-the-art technology with our latest smartphone – top camera, fast processor and elegant design. Now available with free shipping!”

Example 2: Blog post on a specific topic

Meta Description: “Immerse yourself in the world of sustainable energy: everything you need to know about solar technology in our comprehensive guide for beginners.”

Example 3: Landing page for a service

Meta Description: “Boost your business with our proven SEO strategies. Contact us today and receive personalized advice tailored to your needs.”

In addition to these examples, many website operators and SEO experts have specific questions about the optimal use of meta descriptions.


The meta description is a critical element in SEO and web design that should not be underestimated. It plays a central role in improving the click-through rate (CTR) by giving potential visitors a meaningful insight into the content of the page. Here is a summary of the most important points:

By following the best practices and frequently asked questions presented here, you can ensure that meta descriptions make the maximum contribution to achieving individual online goals.

This concludes our detailed look at the topic of meta descriptions.