Meta descriptions are a crucial ingredient in an effective SEO strategy. For users, they act as the first impression, summarising what a page is about and encouraging you to click through to a website. For Google, they’re a key indicator that helps the search engine understand your content. Think of them as your website’s elevator pitch—just a few lines that can convince users to click on your link rather than the one above or below it.
Meta descriptions are only a couple of sentences, but they’re a handful of words you need to get right. And with Google re-writing 62.78% of meta descriptions for content in the top ten search results, it’s clear lots could benefit from a refresh. In this blog post, we’ll explore what makes a good meta description, share guidelines for crafting the perfect one, and showcase 30 inspirational meta description examples from various industries.
What is a Meta Description?
A meta description is an HTML attribute that provides a brief summary of a webpage’s content. This summary typically appears in search engine results pages (SERPs) beneath the clickable title of the page, serving as a preview for potential visitors. The meta description doesn’t directly influence the ranking of a webpage on search engines, but it plays a crucial role in improving click-through rates (CTR) by attracting users to click on the link. And when 68% of online experiences begin with a search engine, doing everything you can to entice traffic to your site is paramount.
Why are meta descriptions important?
Meta descriptions might seem like just another box to check when optimising your website, but they play a crucial role in how your content performs online. These brief snippets do more than just summarise your page—they can directly influence how users interact with your content and whether they choose to engage with it. Let’s break down why meta descriptions are so important:
- User Attraction: The meta description is often the first interaction a user has with your content. A well-crafted description can entice users to click on your link rather than others. It serves as a mini advertisement for your page, and when moving up a spot in search results can increase your CTR by 30.8%, building search authority is essential.
- Relevance and Context: It helps users determine whether the page is relevant to their search query. If the description aligns well with what the user is searching for, they are more likely to click on the link. The last thing you want is an increased bounce rate from users left disappointed.
- CTR Influence: While meta descriptions don’t directly affect search engine rankings, a compelling description can significantly impact your click-through rate. Higher CTR can indirectly influence rankings, as search engines may interpret this as a signal of the content’s relevance.
- Social Sharing: When links are shared on social media platforms, the meta description often appears as part of the preview snippet. A well-written description can improve engagement on social media.
What Makes a Good Meta Description?
A good meta description is concise, compelling, and relevant. It should give users a clear understanding of what they can expect from the page while also encouraging them to take action. To write a good meta description, take note of these top tips:
- Length: Keep the meta description between 150-160 characters. This is the optimal length for ensuring the full description is visible on most devices and platforms.
- Inclusion of keywords: Include relevant keywords that match the user’s search intent. Although meta descriptions don’t directly impact rankings, search engines often bold these keywords in the SERPs, which can catch the user’s eye.
- Unique for each page: Ensure that each page on your website has a unique meta description. Duplicate descriptions can confuse users and dilute the effectiveness of your meta tags.
- Call to action (CTA): Incorporate a CTA to encourage users to click. Phrases like “Learn more,” “Discover now,” or “Get started today” can prompt users to take action.
- Reflect content: Ensure that the meta description accurately reflects the content on the page. Misleading descriptions might get clicks, but if the content doesn’t match, it can lead to a high bounce rate.
- Clear value proposition: Highlight the key benefit or unique aspect of the content.
- Avoiding quotation marks: Avoid using double quotation marks in meta descriptions because search engines may truncate the text at the first quotation mark.
On the flip side, there are also things you should avoid doing when writing your meta descriptions. Here are a few common mistakes we’ve spotted when analysing meta description examples online:
- Overstuffing keywords: Including too many keywords can make the meta description sound unnatural or spammy, which may deter users from clicking.
- Vague descriptions: Descriptions that are too generic or don’t clearly convey the page’s value can result in missed opportunities for attracting clicks.
- Using the same meta description for multiple pages: This practice can lead to missed opportunities for targeting different keywords and search intent specific to each page.
- Neglecting to update meta descriptions: As the content on your page evolves, so should your meta description. Regularly revising it ensures that it remains relevant.
Meta Descriptions and SEO
While meta descriptions themselves are not a ranking factor, they are a vital component of on-page SEO. The role of a meta description in SEO is more about improving user engagement than about direct impact on search engine algorithms. Here’s how it fits into the broader SEO strategy:
- SERP Appearance: A good meta description can improve how your link looks in the SERP, making it more likely that users will click on it rather than on competing links.
- Relevance Signals: Even though the content of a meta description isn’t a ranking factor, having relevant keywords can align with the user’s search intent, which indirectly supports SEO efforts.
- User Experience: An accurate and enticing meta description enhances user experience by setting the right expectations before the user even visits the page. This alignment between expectation and content can reduce bounce rates.
30 Inspirational Meta Description Examples
Here are our favourite meta description examples from brands at the top of their game:
1. Amazon
What do they say:
“Browse & Discover Thousands of products. Read Customer Reviews and Find Best Sellers. We Have Different Products From Hundreds Of Renown Brands In Stock For You. Shop Today’s Deals. Prime Exclusive Deals.”
Why is this meta description example effective:
Amazon’s meta description highlights its vast product range and reputable brands, immediately addressing user needs for variety and quality. The mention of customer reviews and today’s deals further entices users by emphasising trust and value. Clear, action-oriented language encourages users to explore Amazon’s offerings, making it a compelling call to action that aligns with best practices.
2. Prime Video
What do they say:
“Thousands Of Popular Movies & TV Shows, Discover the Newest Releases and Classics on Prime. Watch Award-Winning Amazon Originals Through The App, Website, Smart TV & Other Devices. Download & Watch Offline. Watch in HD. Download Videos to Mobile.”
Why is this meta description effective:
Prime Video’s meta description appeals to entertainment seekers by emphasising its wide selection of popular content, including new releases and classics. The convenience of accessing content across multiple devices and the ability to download for offline viewing addresses user needs for variety and flexibility, enhancing the perceived value of the service and making it an attractive option for potential subscribers.
3. Airbnb
What do they say:
“Escape to anywhere, anytime on Airbnb. Explore 6+ million homes & book your perfect stay. Check flexible cancellation options offered by hosts. Plan your holiday worry-free. Best prices.”
Why is this meta description effective:
Airbnb’s meta description taps into the user’s desire for flexibility and exploration, highlighting the platform’s vast selection of homes and the ease of booking. The mention of flexible cancellation options addresses potential concerns about committing to bookings, which is particularly appealing in today’s travel climate. Focusing on user-centric benefits like worry-free planning and best prices draws in potential customers looking for hassle-free travel experiences.
4. Nike
What do they say?
“Any Place. Any Time. Any Condition. Be Your Best Every Time With Nike Shoes And Clothing. The Official Website. Home Of Everything Nike. Shop The Latest Releases.”
Why is this meta description effective:
Nike’s meta description emphasises versatility and performance with phrases like “Any Place. Any Time. Any Condition.” This directly appeals to the target audience’s aspirations to be their best. Referring to the “Official Website” reinforces brand authority and trust, while the invitation to shop the latest releases creates urgency. It effectively conveys Nike’s brand identity and appeals to consumers who prioritise quality and innovation in their athletic gear.
5. Spotify
What do they say?
“Spotify Premium is a digital music service that gives you access to ad-free music listening of millions of songs. Try free for 3 months.”
Why is this meta description example effective:
Spotify’s meta description succinctly conveys the core benefit of its Premium service—ad-free music listening. The inclusion of “millions of songs” highlights the extensive content library, while the offer of a free trial entices users to try the service without commitment. This combination of a clear value proposition and a strong call to action aligns well with best practices, making it an appealing choice for music lovers.
6. HubSpot
What do they say?
“HubSpot’s free CRM powers your customer support, sales, and marketing with easy-to-use features like live chat, meeting scheduling, and email tracking.”
Why is this meta description effective:
HubSpot’s meta description clearly communicates the comprehensive and user-friendly nature of its CRM. Listing key features like live chat, meeting scheduling, and email tracking directly addresses the needs of sales and marketing professionals. Emphasising “free” immediately grabs attention and reduces friction for new users, making it an attractive option for businesses looking to streamline their operations with minimal investment.
7. Zara
What do they say?
“Latest trends in clothing for women, men & kids at ZARA online. Find new arrivals, fashion catalogues, collections & lookbooks every week.”
Why is this meta description effective:
Zara’s meta description captures the brand’s fast-fashion appeal by highlighting the “latest trends” and regular updates to their collections. Mentioning new arrivals, catalogues, and lookbooks every week creates a sense of freshness and urgency, encouraging users to check back frequently. This approach appeals to fashion-conscious consumers who value staying up-to-date with the latest styles, reinforcing Zara’s position as a leader in trendy, affordable fashion.
8. Slack
What do they say?
“Slack is a new way to communicate with your team. It’s faster, better organised and more secure than email.”
Why is this meta description effective:
Slack’s meta description clearly differentiates the platform from traditional email by emphasising its speed, organisation, and security. This directly addresses common pain points in workplace communication, making Slack appear as a superior alternative. The use of straightforward language appeals to users looking for efficient communication tools, while the description’s brevity and clarity make it easy to understand at a glance, aligning with best practices.
9. Booking.com
What do they say?
“Explore the world with Booking.com. Big savings on homes, hotels, flights, car rentals, taxis, and attractions – build your perfect trip on any budget.”
Why is this meta description effective:
Booking.com’s meta description encapsulates the platform’s comprehensive travel offerings—accommodations, flights, car rentals, and attractions—all in one place. Emphasising “big savings” and “perfect trip on any budget” appeals to cost-conscious travellers. This description effectively communicates value and convenience, encouraging users to consider Booking.com as their go-to platform for all travel needs, aligning with best practices in user-focused messaging.
10. ASOS
What do they say?
“Discover the latest fashion trends with ASOS. Shop the new collection of clothing, footwear, accessories, beauty products and more. Order today from ASOS.”
Why is this meta description example effective:
ASOS’s meta description highlights the brand’s position as a trendsetter in fashion, encouraging users to explore the “latest fashion trends.” Mentioning the wide range of products—clothing, footwear, accessories, and beauty products—appeals to a broad audience. The clear call to action, “Order today,” adds a sense of urgency, prompting users to make a purchase. This combination of trend-focused content and an actionable prompt makes it a strong meta description.
11. Apple
What do they say?
“Save on Mac or iPad for uni. Plus get a gift card for up to £120. Terms apply. Trade in your eligible device and save even more. Services: Apple Trade In, Free delivery and pickup, Financing available, Specialist help.”
Why is this meta description effective:
Apple’s meta description effectively combines promotional offers with actionable incentives, such as saving on Mac or iPad for uni and trading in devices. Mentioning services like trade-in and financing adds value, making the purchasing process more attractive and accessible. By targeting students and offering a limited-time gift card, Apple creates urgency while maintaining its premium brand image. This approach appeals to budget-conscious consumers without compromising the brand’s elite positioning.
12. Moz
What do they say?
“Backed by the largest community of SEOs on the planet, Moz builds the tools that make SEO, content marketing, market research, digital PR, and local SEO.”
Why is this meta description effective:
This meta description example leverages Moz’s authority in the SEO industry, highlighting its connection to the largest community of SEOs. Listing specific tools and services like content marketing, digital PR, and local SEO clearly communicates the breadth of resources available. This not only reinforces Moz’s credibility but also appeals to a wide range of professionals looking for comprehensive SEO solutions, making it a compelling choice for those in the digital marketing space.
13. H&M
What do they say?
“H&M is your shopping destination for fashion, home, beauty, kids’ clothes and more. Browse the latest collections and find quality pieces at affordable prices.”
Why is this meta description effective:
H&M’s meta description clearly positions the brand as a go-to destination for fashion, home, and beauty needs. Emphasising “quality pieces at affordable prices” appeals to budget-conscious shoppers without sacrificing style. The description’s straightforward language and broad product range make it accessible to a wide audience, encouraging users to explore the latest collections. This approach effectively balances value with fashion-forward appeal, aligning with best practices in retail meta descriptions.
14. TripAdvisor
What do they say?
“Get the latest reviews + lowest prices on hotels, amazing experiences + restaurants. Read the Latest Reviews, Search for the Lowest Prices & Save Money on Tripadvisor. Millions of hotel reviews. Cheap Flights. Best Places to Eat. Vacation Rentals. Candid traveller photos.”
Why is this meta description example effective:
TripAdvisor’s meta description immediately addresses what travellers are looking for: the latest reviews and the lowest prices on hotels, experiences, and restaurants. Including specific offerings like “millions of hotel reviews” and “candid traveller photos” adds credibility and depth, making TripAdvisor a trusted resource. Focusing on savings and comprehensive reviews appeals to users planning their trips, encouraging them to rely on TripAdvisor for informed travel decisions.
15. Dropbox
What do they say?
“With Dropbox for teams, you can store, access, preview, edit and transfer CAD, BIM, PDF and visual content files from anywhere.”
Why is this meta description effective:
Dropbox’s meta description highlights the platform’s versatility and accessibility, particularly for teams working with complex files. Emphasising the ability to store, access, and edit files from anywhere appeals to professionals who need reliable, cloud-based collaboration tools. Mentioning “preview” and “transfer” capabilities further enhances its appeal, making Dropbox a strong contender for businesses and teams looking for comprehensive file management solutions.
16. TED
What do they say?
“TED Talks are influential videos from expert speakers on education, business, science, tech and creativity, with subtitles in 100+ languages.”
Why is this meta description effective:
TED’s meta description succinctly captures the essence of what TED Talks offer: influential videos from expert speakers across diverse fields. Listing specific topics like education, business, science, and tech appeals to a broad audience interested in knowledge and inspiration. Mentioning subtitles in 100+ languages adds inclusivity and global reach, making TED a valuable resource for lifelong learners worldwide, aligning with best practices for educational content.
17. Yelp
What do they say?
“User Reviews and Recommendations of Best Restaurants, Shopping, Nightlife, Food, Entertainment, Things to Do, Services and More at Yelp.”
Why is this meta description effective:
Yelp’s meta description emphasises the platform’s role as a comprehensive resource for user reviews and recommendations across various categories, including restaurants, shopping, and entertainment. Focusing on “user reviews” and “best” options appeals to consumers looking for trusted, peer-driven insights. The description’s broad scope and straightforward language make it easy to understand and navigate, encouraging users to rely on Yelp for informed decisions about where to go and what to do.
18. LinkedIn
What do they say?
“1 billion members | Manage your professional identity. Build and engage with your professional network. Access knowledge, insights and opportunities.”
Why is this meta description example effective:
LinkedIn’s meta description highlights the platform’s extensive reach—1 billion members—while clearly outlining its core functions: managing your professional identity, building a network, and accessing opportunities. Emphasising knowledge, insights, and opportunities appeals to professionals looking to advance their careers. The description is concise yet powerful, making it clear that LinkedIn is the go-to platform for professional growth and networking, which is critical for its target audience.
19. IKEA
What do they say?
“Welcome to IKEA. Discover affordable furniture and home furnishing inspiration for all sizes of wallets and homes. Shop online or find a store near you.”
Why is this meta description effective:
IKEA’s meta description combines affordability with inspiration: two key elements that resonate with its target audience. Inviting users to “Discover affordable furniture and home furnishing inspiration” appeals to budget-conscious shoppers and design enthusiasts alike. Mentioning both online shopping and physical stores ensures it reaches a wide audience, catering to different shopping preferences. This balance of practicality and creativity makes it a strong meta description for a global brand.
20. Canva
What do they say?
“Canva is a free-to-use online graphic design tool. Use it to create social media posts, presentations, posters, videos, logos and more.”
Why is this meta description effective:
Canva’s meta description clearly communicates the platform’s ease of use and versatility. Emphasising that Canva is “free-to-use” and can create everything from social media posts to logos appeals to a wide range of users, from beginners to professionals. The description’s straightforward language and focus on key benefits—design variety and accessibility—make it an attractive option for anyone needing a simple, powerful design tool.
21. Squarespace
What do they say?
“Create a customizable website or online store with an all-in-one solution from Squarespace. Choose a website template and start your free trial today.”
Why is this meta description effective:
Squarespace’s meta description effectively communicates its all-in-one solution for creating a website or online store. By highlighting the ability to customise and choose from various templates, it appeals to users looking for flexibility and ease of use. The call to action to “start your free trial today” creates a sense of urgency, encouraging users to try the platform without immediate commitment. This combination of personalisation and accessibility makes the description highly effective.
22. Trello
What do they say?
“Go from Idea to Action in Seconds with Trello’s Intuitively Simple Boards, Lists & Cards.”
Why is this meta description example effective:
Trello’s meta description stands out by emphasising the platform’s simplicity and speed, capturing the essence of what makes it appealing—intuitive boards, lists, and cards. The phrase “Go from Idea to Action in Seconds” directly addresses the user’s need for efficiency, making it clear that Trello is designed to streamline workflows. This succinct, action-oriented description is highly effective in attracting users who value productivity and ease of use in project management tools.
23. Duolingo
What do they say?
“With our free mobile app or web and a few minutes a day, everyone can Duolingo. Learn 30+ languages online with bite-size lessons based on science.”
Why is this meta description effective:
Duolingo’s meta description is effective by focusing on accessibility and convenience, appealing to a wide audience with its “free mobile app or web” and quick, science-based lessons. Mentioning the availability of over 30 languages further broadens its appeal. The emphasis on daily, bite-sized learning sessions makes the platform seem both manageable and effective, encouraging users to incorporate language learning into their routines easily. This clarity and inclusivity are key strengths.
24. Etsy
What do they say?
“Buy Directly From Someone Who Put Their Heart And Soul Into Making Something Special. Find Things You’ll Love. Buy Directly From Makers. Only On Etsy. Everyday Supplies. Remarkable Gifts. Local UK Sellers.”
Why is this meta description effective:
Etsy’s meta description resonates with users by emphasising the unique, handcrafted nature of its products. Phrases like “Buy Directly From Someone Who Put Their Heart And Soul Into Making Something Special” highlight the personal connection between buyer and seller, distinguishing Etsy from mass-market retailers. The description’s focus on “Remarkable Gifts” and “Local UK Sellers” appeals to those seeking distinctive, ethically sourced products, making it compelling for conscious consumers.
25. Udemy
What do they say?
“Find the right instructor for you. Choose from many topics, skill levels, and languages. Shop thousands of high-quality on-demand online courses. Start learning today. Watch In-Demand Courses. 210,000+ Online Courses.”
Why is this meta description effective:
Udemy’s meta description effectively highlights the platform’s vast selection of courses, catering to various interests and skill levels. By inviting users to “find the right instructor for you” and emphasising the availability of “210,000+ Online Courses,” it showcases the breadth and customisation available. The clear call to action to “Start learning today” encourages immediate engagement, making the description particularly effective in attracting lifelong learners looking for accessible, high-quality education.
26. Patagonia
What do they say?
“Patagonia is a designer of outdoor clothing and gear for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running.”
Why is this meta description effective:
Patagonia’s meta description appeals to outdoor enthusiasts by focusing on the brand’s expertise in designing gear for “silent sports” like climbing, surfing, and trail running. The emphasis on specific activities helps the brand connect with niche audiences who value high-quality, purpose-built equipment. Patagonia’s commitment to these sports reinforces its reputation as a leader in sustainable, durable outdoor gear, making the description effective in attracting environmentally conscious consumers.
27. Headspace
What do they say?
“Take care of your mental health with proven courses and expert-led guidance to help you meet your goals.”
Why is this meta description effective:
Headspace’s meta description is effective by addressing the growing need for mental health support. It highlights the platform’s “proven courses and expert-led guidance,” which directly appeals to users seeking reliable and effective resources for mental wellness. The focus on helping users “meet your goals” personalises the experience, making it relatable and encouraging potential users to take action. This supportive, goal-oriented approach makes the description compelling for those interested in mental health.
28. Mailchimp
What do they say?
“Use real-time behaviour data and AI to convert more customers with Mailchimp’s marketing, automation & email marketing platform.”
Why is this meta description effective:
Mailchimp’s meta description effectively communicates its advanced capabilities by emphasising the use of “real-time behaviour data and AI” to convert customers. By mentioning marketing automation and email marketing, it appeals to businesses looking for comprehensive tools to enhance their customer engagement strategies. The focus on AI-driven results makes Mailchimp seem innovative and powerful, appealing to tech-savvy users who prioritise efficiency and effectiveness in their marketing efforts.
29. Vogue
What do they say?
“The latest fashion news, beauty coverage, celebrity style, fashion week updates, culture reviews, and videos on Vogue.com.”
Why is this meta description example effective:
Vogue’s meta description captures the essence of the brand by focusing on its authoritative coverage of fashion, beauty, and culture. Phrases like “the latest fashion news” and “celebrity style” appeal to users interested in staying updated with high-end trends. The inclusion of “videos” and “fashion week updates” highlights the breadth of content available, making it clear that Vogue is a comprehensive resource for those passionate about fashion and lifestyle.
30. The New York Times
What do they say?
“Access All of The Times Today — One subscription. All of The Times. The definitive coverage of your favourite subjects. Save on unlimited access to all of The Times including News, Games, Audio and more.”
Why is this meta description effective:
The New York Times’ meta description emphasises its comprehensive coverage by highlighting “All of The Times Today” with “one subscription.” By mentioning the inclusion of news, games, and audio, it appeals to a wide range of interests, ensuring that there’s something for every subscriber. The phrase “Save on unlimited access” adds value and urgency, making it an attractive option for users seeking in-depth, varied content from a trusted news source.
What’s next?
We’ve shared some good meta description examples from brands you probably recognise; now it’s your turn to write a description that’ll increase website click-through rate. Crafting the perfect meta description is both an art and a science. It requires understanding your audience, the purpose of your page, and the right balance of keywords and compelling language.
If you’re looking to improve your website’s performance but don’t have the time or expertise to get it right, give us a call. Our team of experienced copywriters can help you create meta descriptions that not only improve your click-through rate but get your content singing in search.
