How to Write Meta Descriptions That Get Clicks (With Examples)

How to Write Meta Descriptions That Get Clicks

Your meta description is the 1-2 sentence summary under your link on Google. It doesn't directly affect rankings — but it dramatically affects whether people click.

The formula

1. Include your main keyword naturally
2. State what you do and where you are
3. Add a reason to click (free estimate, 24/7, best in city)
4. Keep it 120-160 characters
5. Make it specific, not generic

Examples by industry

Restaurant: 'Authentic Italian food in Portland, OR. Handmade pasta, wood-fired pizza, and a wine list curated by our sommelier. Open Tue-Sun 5-10pm.'

Plumber: 'Emergency plumbing in Austin, TX. 24/7 service, licensed & insured. Free estimates. Call now for same-day service.'

Salon: 'Best hair salon in Denver, CO. Balayage, extensions, and bridal styling. Book online or walk in. 4.9 stars from 200+ reviews.'

Dentist: 'Family dentist in Chicago, IL. Cleanings, crowns, implants, and emergency care. Most insurance accepted. New patients welcome.'

Run a free meta tag check and see how your descriptions compare.