Meta description
A short text defined in a page's HTML that can be shown under the title in search results as a summary of the page.
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Why it matters
The meta description is not a direct ranking factor, but it influences the decision to click by telling users what the page offers. Google may show another text from the page if it finds it more relevant to the search. Descriptions that state the question the page really answers and the concrete benefit get more clicks.
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Example
A guide's description changes from “In this article you will find information on the subject” to “6 factors that set penetration test prices, with sample scopes, and what to check when comparing quotes”, and the click-through rate rises.
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Common mistake
Writing the same description for every page or promising something the page does not contain. A misleading description may earn clicks, but visitors bounce straight back.
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Related terms
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