Meta description

Under the title, a search result shows a few lines that Google calls the snippet. Google writes it mostly from the page itself, picking the part that best fits each search, so one page can show different text for different searches. It uses your meta description when that describes the page more accurately.

So it is a pitch Google may or may not show, but a cheap one: when it is used, it is the sentence that tells someone why to click. Visitors never see it on the page, which is why it gets forgotten.

There is no length limit. Google shortens the snippet to fit the screen, so say the important part early.

• A different description for every page. If time is short, start with the home page and your most visited pages.
• One or two plain sentences that sum up the page accurately: Google's starter guide describes a good one as short, unique to the page and covering its most relevant points.
• The details a customer looks for, if they are on the page: the service, the area, opening hours or a starting price.
• No lists of keywords. Google says they don't explain the page and are less likely to be shown.

Website builders usually have a search engine or SEO settings panel for each page where you type it, so you don't need to touch the code.

1. Open the page, view its source and search for description. You should find one meta description, written for that page.
2. Search Google for your business or your service and read the text under your result. If it is not your description, Google chose text from the page instead, which is normal.
3. In Search Console, open Performance, then Search results, and the Pages tab. Start with the pages that get many impressions but few clicks, and run the rest of our free website audit checklist on them.