You probably know that you need to include unique meta descriptions in your SEO strategy, but how many do you need?
One for your whole website? One for each main page? Or does every single page on your website need a unique and optimized meta description?
Learn when and how to use meta descriptions to optimize your website and entice users to click on your links in organic search results.
Using meta descriptions on your website:
- Do I need unique meta descriptions for each page?
- Are meta descriptions required for SEO?
- Do I need to set meta descriptions?
- Should I optimize each of my meta descriptions?
- Pros of unique meta descriptions
- Should I let Google set my meta descriptions?
Do I need unique meta descriptions for each page?
Yes. You need a unique meta description for every page on your website.
That includes your home page, any category pages, blog posts, articles, PDFs, etc.
Every page on your website should have a distinct and optimized meta description that explains what kind of content lives on the page.
For example, the meta description on your contact page should be different than your home page. And the meta description for each blog post should reference the topic it’s about and the primary keyword it’s optimized for.
Are meta descriptions required for SEO?
Yes, every web page that shows up in SERPs has a meta description.
However, that doesn’t mean it was provided by the site owner or content creator.
If you don’t set your own meta description, Google will make one for you by taking a line or two of content directly from your webpage.
Do I need to set meta descriptions?
Yes and no.
As mentioned, if you don’t write your own meta descriptions, Google will set them for you.
Sometimes, even if you do write your own meta descriptions, Google will ignore them and use something it thinks is a better fit.
If you decide to leave your meta descriptions up to Google, it’s still important to optimize them on your main pages, like your home page, product landing pages, and blog posts.
Expert Advice: Include meta descriptions in your SEO style guide before publishing a new blog post or web page to make it easier to add one every time you create a new URL.
Should I optimize each of my meta descriptions?
Yes, any meta descriptions that you do set should be optimized for SEO.
Here are some basic guidelines to follow when optimizing your meta descriptions:
- Include your primary keyword
- Stick to a reasonable character limit (100-160 characters)
- Explain what readers can expect to learn by clicking the destination URL
- Avoid keyword stuffing
- Steer clear of duplicate meta descriptions (or risk keyword cannibalization)
The pros of unique meta descriptions
If you still aren’t sure about whether or not you should bother to set or optimize meta descriptions for your website, here are some of the benefits they offer:
1. Meta descriptions increase SERP click-through
A good meta description gives potential customers an overview of your page, post, or product. This information helps them to decide whether your site has what they’re looking for.
The better your meta description, the more likely users are to choose your link and visit your website.
And, the more click-through you have on a specific link, the more likely you are to jump to a higher spot in SERPs.
So many wins.
2. Meta descriptions are used in multiple places
Meta descriptions don’t just show up in SERPs, they also show up in link previews on social media and emails and messaging platforms, like Slack and Messenger. This means that by setting and optimizing a meta description, you have an opportunity to tailor the description of your page to entice users and include actionable language.
3. You can update meta descriptions whenever you want
Since meta descriptions aren’t set-in-stone SEO requirements, you can update, change, or experiment with them as much as you want.
For example, if you’re updating a piece of evergreen content, it makes sense to edit and adjust the meta description as well.
It’s also possible to experiment with them by updating them and then evaluating their performance after 3-6 months to see whether things like click-through or social shares increased.
Unlike title tags, where small changes can drastically affect performance, updating meta descriptions is relatively low-risk.
Should I let Google set my meta descriptions?
No, as tempting as it may be, it’s not a great strategy. As much as Google tries to get it right, it doesn’t always succeed, which can lead to nonsensical and mismatched information.
Meta descriptions are also relatively fast and painless to update, so even if you didn’t start your website with optimized versions, they aren’t hard to change. Making a point of changing one or two a day can make a big difference over time.
If you have the time and budget to set unique meta descriptions, or if you have a smaller website like I do, it’s worth the effort to write them yourself. While it takes some upfront work, having the meta description you want is much better than Google making one up for you.
This article was originally published in March 2022. It was last updated in October 2024.