Write a meta description for each page
Validates meta description presence and length
- Every page should have a unique meta description between 120–160 characters
- Meta descriptions are not a ranking factor but strongly influence click-through rates
- Write descriptions as a call to action that summarises the page value
- Google may override your description with content from the page
Rule Details
The meta description is the short paragraph shown beneath your page title in search results. While not a direct ranking signal, it is your primary organic ad copy.
Code Examples
<!-- ✅ Good: Unique, 145 characters, describes value clearly -->
<head>
<meta name="description" content="Learn to bake sourdough bread at home with our step-by-step guide. Covers starter, shaping, scoring, and baking in a Dutch oven." />
</head><!-- ❌ Bad: Missing description -->
<head>
<title>Sourdough Bread Recipe | BakeCo</title>
<!-- no meta description -->
</head>
<!-- ❌ Bad: Identical description on every page -->
<head>
<meta name="description" content="BakeCo – the best baking website." />
</head>Why It Matters
A compelling meta description acts as organic ad copy in search results—well-written descriptions improve click-through rates even though they are not a direct ranking signal.
Length Guidelines
| Length | Result |
|---|---|
| < 70 characters | Too short — wasted opportunity |
| 120–160 characters | Ideal for desktop SERPs |
| > 160 characters | Truncated with "…" |
Google measures in pixels (~920px max for desktop), so exact character limits vary.
Writing Effective Descriptions
- Answer the user's intent: What problem does this page solve?
- Include a natural CTA: "Learn how to…", "Discover…", "Shop our…"
- Avoid keyword stuffing: Write for users, not robots
- Match the page: Google may replace your description if it doesn't match the query
Next.js Implementation
// app/blog/[slug]/page.tsx
import { Metadata } from 'next'
export async function generateMetadata({ params }): Promise<Metadata> {
const post = await getPost(params.slug)
return {
description: post.excerpt.slice(0, 155),
}
}// app/layout.tsx — site-wide fallback
export const metadata: Metadata = {
description: 'BakeCo – Step-by-step artisan bread recipes for home bakers.',
}Common Mistakes
<!-- ❌ Bad: Content attribute missing -->
<meta name="description" />
<!-- ❌ Bad: HTML tags inside description -->
<meta name="description" content="<b>Best</b> sourdough recipes" />
<!-- ✅ Good: Plain text, clear value -->
<meta name="description" content="Master sourdough at home. Our guide walks you through every stage, from building a starter to your first perfect loaf." />Exceptions
- Utility or intentionally noindex pages may keep minimal metadata when richer search presentation is not a goal.
- Template-driven pages can look repetitive in isolation; confirm the fully rendered production output before flagging duplication or omission.
- If a page is intentionally redirected or excluded from indexation, resolve that crawlability decision before treating metadata polish as the primary issue.
Verification
Automated Checks
- View page source and search for
name="description" - Use Google Search Console → Enhancements → check for missing or duplicated descriptions
- Use Google's Rich Results Test to verify metadata is readable
Manual Checks
- Preview with a SERP simulator to check truncation
Use with AI
Copy these prompts to use with your AI assistant, or install the MCP server to use directly from Claude, Cursor, or Windsurf.
Check
Verify implementation
Check the <head> for a <meta name='description'> tag. Verify it is present, unique, and between 120 and 160 characters. Flag pages where it is missing, duplicated, or outside the recommended length.
Fix
Auto-fix issues
Add or update the <meta name='description' content='...'> tag in <head>. Write a unique summary of 120–160 characters that accurately describes the page content and includes a natural call to action or value proposition.
Explain
Learn more
The meta description appears as the short paragraph below the title in search results. Although not a ranking factor, a compelling description improves click-through rate, which can indirectly benefit rankings.
Review
Code review
Check the <head> for <meta name='description' content='...'> element. Verify: (1) the element exists, (2) content attribute is non-empty, (3) length is between 70 and 160 characters, (4) no HTML tags inside content, (5) the description is unique (not the same as other pages).
