33 examples of great meta descriptions for search

Writing a good meta description is an art form, and one that’s often overlooked.

A meta description is the description of, or excerpt from, a webpage that appears when that page is listed in search results. It’s usually a couple of sentences long, and tells the searcher what they need to know about what the page contains and how relevant it might be to their query.

In other words, it’s a big part of the reason why a user might decide to click – or not click – on your page in search, and it’s also the first touchpoint that they have with your brand.

Needless to say, it’s worth making it count.

So how do you go about writing a good meta description for your webpage that will entice a user to click through – and what are some best practice examples? In this article, we’ll explain what makes a good meta description and why you should have one, and then look at a number of stand-out examples of well-written meta descriptions from around the web.

How to write a great meta description

The key thing to bear in mind about meta descriptions is that you’ve only got a certain amount of space to work with. How much space is arguably up for debate; most people put the upper limit of meta descriptions on Google at 156 characters, but it’s not exact, and the length of meta description displayed also depends on the device, with meta descriptions naturally being shorter on mobile.

So, if you only bear desktop in mind when writing meta descriptions, you’re likely to be losing out on mobile, which is responsible for more search queries than desktop in many regions around the world.

However, that doesn’t mean the answer is to write a very short meta description, because then you’ll be giving the searcher very little to go on as to why your page satisfies their search query. Search engines like Google may also decide that your meta description isn’t suitable for the user’s search query and will generate their own, instead (more on that later) and so you’ll lose out on the chance to sell your brand in this space.

The generally recommended lower length limit for meta descriptions is 50 characters, so you should be aiming for a length of between 50 and 156 characters.

There are some key elements to ensure you feature:

1. Search Terms. Keywords in your meta description that match the user’s query will be highlighted in bold, which for searchers who can see the results page (which is not all of them, because some internet users will be using a screenreader) will draw the eye and make your search result stand out.
2. Brand message/strapline. This is an important differentiator in a crowded marketplace. In a nutshell, why should a searcher click on your webpage (or website) and not one of your competitors’? Be honest about what sells you.
3. Compelling marketing message. If your brand message/strapline answers the question of “Why us?”, this answers the question of “Why now?” What need of the searcher’s can your webpage fulfil, and how?
4. Unique selling points (USPs)/value adds/discounts/offers. This might be something like “Sign up today and get 50% off!” or “Try it now for 7 days!” Alternatively, you can substitute a more general call-to-action, like “Join the largest community of fishing enthusiasts online!”
5. Brand tone. This one can depend on what kind of established tone your brand has and how well you can convey it in less than 160 characters, but like all copywriting, a good meta description can give a sense of your brand’s personality.
6. Make it unique. Meta descriptions must be unique to each webpage, so make sure you aren’t using the same description for other pages on your site.

Any improvements to your meta descriptions can be measured (if measured in isolation) as increased click-through rate. Note there won’t be a change in your search ranking – Google confirmed in 2009 that meta descriptions are not an SEO ranking factor, but they do affect whether searchers will click through to your page – which is the other half of the battle.

What happens if I don’t write a meta description? Why is it important?

If there’s no meta description set for a page, search engines such as Google or Bing will typically generate one from the page content. This can sometimes happen anyway, so be aware that your meta description is not always what displays beneath the search result if Google, Bing, or whoever has decided that some content on the page would be a better fit. This is not something that you can control (so you can’t force Google or Bing to display your meta description as opposed to their own).

However, the better your meta description and the more suited it is to the types of queries that might lead a searcher to that page, the more likely it is that your own text will display. And if you don’t have a meta description set, sometimes totally inappropriate text can get pulled in – like a cookie consent pop-up (I’ve seen it happen). Which means it’s far better to have one than to not.

So, that’s the theory on how to write a good meta description – but what does it look like in practice? Here are 33 examples of well-written meta descriptions from a variety of brands and companies, with some analysis as to why they’re effective.

1. Lonely Planet (Search term: “travel inspiration”)

This result from Lonely Planet, which ranks for the search term “travel inspiration”, does a great job of both satisfying the search query and selling the brand. In the first two words, it appeals to travel lovers who might be searching for inspiration, before going on to outline concisely what the brand has to offer them. The sitelinks that appear beneath it also entice searchers to click on a more specific page.

2. TK Maxx (Search term: “Men’s formalwear”)

This meta description from TK Maxx manages to hit all the right notes in exactly 160 characters. It has some fun turns of phrase that give the description character – “Look sharp” and “for a steal”, while also conveying the brand’s differentiator: it offers smart clothing from big name brands at affordable prices.

The description then goes on to list some of the products on offer that searchers will be looking for – suits, ties, cufflinks – before delivering a closing call to action, encouraging the searcher to shop now. At the same time, it incorporates a value add, informing the searcher that they can save up to 60%.

3. Next (Search term: “Men’s formalwear”)

Compared to the previous meta description from TK Maxx, this search result from Next for “Men’s formalwear” is a little more bland, but it still manages to get the key points in within the meta description length limits: formalwear essentials, including suits, shoes and shirts, and with next day delivery and free returns.

4. Gousto (Search term: “recipe box subscription”)

This meta description from Gousto, which ranks for the term “recipe box subscription”, sets out the brand’s USP up front (answering the “Why us?”) before going on to expand on what the brand offers with its subscription boxes, finally ending with a call-to-action. All of this in just 147 characters.

5. Hello Fresh (Search term: “recipe box subscription”)

This result from Hello Fresh, which ranks for the same search term (“recipe box subscription”), takes a different approach with short, punchy phrases broken up by check box emoji, making it visually impactful. It manages to pack in more information this way, covering not only the brand’s high-quality ingredients and range of recipes, but also details about free delivery and flexible subscription – and still ends with a call-to-action at the end.

6. Sainsbury’s (Search term: “online groceries”)

This meta description from Sainsbury’s is slightly truncated (the missing word at the end is “points”), but I’m going to give them credit for it anyway, because it’s only one word, and the rest is very good.

Sainsbury’s sets out its brand proposition at the beginning, making sure to note that the quality of food and freshness is the same as shoppers can expect in-store, which is a good move to reassure grocery shoppers who might be nervous about buying online. It then goes on to outline the advantages of Sainsbury’s online offering, including one-hour delivery slots and the ability to earn loyalty points.

7. Orbit Media (Search term: “SEO best practice”)

This search result from Orbit Media, which appeared for the search term “SEO best practice”, stood out as one of the only results on the page that didn’t appear to be auto-generated. While auto-generated Google meta descriptions can often be quite good, they tend to be truncated and don’t always read as a coherent summary of the page. Ironically, this result ranked just above one from Google Webmasters, which was itself truncated (it just goes to show that even Google doesn’t always get it right!)

Anyway, to go back to the Orbit Media search result, it sets out what the topic of the page is and why it’s relevant, before going on to concisely summarise its contents. It also hits the keyword “SEO best practice”, which none of the other top ranked results contained. It’s possible that the other websites didn’t deem it a high-traffic enough search term to be worth targeting in the meta description – but if you find your webpage ranking highly for a term, it can be worth re-crafting the meta description to boost the likelihood of clickthrough.

After all, a single visitor to your site is potentially worth more than 20 searchers who don’t click through.

SEO Best Practice – On-Page Optimisation

8. Cambridge Dictionary (Search term: “online dictionary”)

This meta description from Cambridge Dictionary, appearing for the search term “online dictionary”, is simple but effective: it sets out what differentiates the brand from its competitors (namely, that it is popular with people learning English) and then follows it with a description of what the brand has to offer (definitions of words, pronunciations, and translations).

9. Merriam-Webster (Search term: “online dictionary”)

Merriam-Webster takes a different tack to the Cambridge Dictionary, branding itself as the most trusted online dictionary rather than the most popular. The meta description is short and impactful, and ends with Merriam-Webster’s signature hashtag, #wordsmatter.

10. Fragrance Direct (Search term: “cosmetics”)

Fragrance Direct’s meta description is very clear in setting out its brand proposition: designer brands, sold cheaply. It further entices shoppers with the names of brands like MAC, Bobbi Brown and Revlon, before adding a final incentive: free delivery.

In the interest of best practice guidance I should note that Fragrance Direct wastes a few characters with the phrase “save up to 70% off!”, which could be written as either “save up to 70%!” or “with up to 70% off!” With only around 150 characters to play with, every character counts, so these little details are important to pay attention to.

11. Feel Unique (Search term: “cosmetics”)

This meta description from Feelunique manages to hit a number of key cosmetics-related search terms without it seeming too much like keyword-stuffing. It also advertises the wide range of brands available (500) with the added selling point of shoppers being able to catch up on the latest beauty trends on Feelunique’s website.

12. Asos (Search term: “Women’s fashion”)

While it’s slightly truncated at the end, I have to give credit to Asos for including the phrase “We’re business as usual” in their meta description, signalling that Asos’ online store is still operating in the midst of the coronavirus crisis. The brand then sets out its main selling point – the latest fashion styles and trends for women – before going on to list the types of products that it sells, giving a sense of its range and of course, hitting those important keywords.

13. Asos (Search term: “Women’s activewear”)

While this meta description is broadly similar to the one before it (both are from Asos), I thought it was an interesting illustration of how the same brand can adapt its meta description to hit different search terms. This time, Asos ranks for “Women’s activewear”, with the same “We’re business as usual” tagline at the beginning, followed by a list of the general clothing types the brand carries.

This is then followed, again, by a more specific list of products, hitting a range of different types of active clothing that searchers might be looking for, from sports leggings to gymwear to ski wear. When compared to the previous meta description, it’s clear that Asos has a set formula for their meta descriptions, but it’s one that works.

14. H&M (Search term: “Women’s activewear”)

I particularly liked this meta description from H&M because like Asos, it shows that the brand has taken steps to adapt to the coronavirus crisis with an appeal in the beginning to women who might be shopping for home workout clothing. The brand then goes on to outline its selling point – stylish women’s sportswear – before giving a sense of the clothing types it has on sale.

15. Three (Search term: “5G phone”)

Three’s meta description makes a compelling case for any searchers looking for a 5G phone – speed is likely to be a key consideration, and so Three includes their brand message at the front “We’re building the UK’s fastest 5G network”) followed by a call-to-action (“so why not get a 5G phone on Three”) followed by a concluding value-add (“at no extra cost”).

It manages to convey brand voice with a friendly tone, and delivers the key message (fast speeds and good value) in a succinct manner.

16. EE (Search term: “5G phone”)

EE takes a different tack to Three by offering not low prices, but comprehensiveness – “the full list of 5G mobile phones currently on sale” promises that EE has a wide range to offer. It also alludes to the speed and power of the 5G network with the phrase “harness the full potential of 5G”, a bit of compelling copywriting that allows the searcher to imagine what might be possible with 5G. The meta description concludes with a combined call-to-action and strapline, asserting EE’s status as “the UK’s no.1 network”.

17. Homebase (Search term: “Gardening tools”)

This meta description from Homebase is simple, but sets out an appealing proposition for searchers looking for gardening equipment: “We make garden maintenance easy”. It also contains allusions to quality (“the best tools and gardening equipment”) and range with a reference to Homebase’s “extensive selection”.

The meta description doesn’t reference any specific types of tools, but it’s probably fair to assume that someone searching for a general term like “Gardening tools” doesn’t know what they’re looking for, so the brand keeps things general and invites searchers to browse the site to learn more. The sitelinks below the meta description also provide a jumping-off point for searchers looking for a specific category of tool.

18. Burgon and Ball (Search term: “Gardening tools”)

Burgon and Ball’s meta description homes in on the brand’s unique selling point: garden tools endorsed by the Royal Horticultural Society. While the description is a little repetitive, it makes an interesting point of comparison in terms of how it uses language to convey quality – “High quality garden tools”; “these tools won’t let you down”. It ends with a call-to-action inviting searchers to “Explore the range”.

While this isn’t a meta description that will appeal to first-time gardeners looking for cheap and easy-to-use equipment, Burgon and Ball know their audience – experienced gardeners who want high-quality, professional-level tools – and focus on appealing to them and them alone.

19. Who Gives a Crap (Search term: “Who Gives a Crap”)

It’s important to present a good meta description for your own brand name as well as other search terms you might rank for, to let people searching for your brand know what you’re about. Eco-friendly toilet brand Who Gives a Crap does this with characteristic brand humour, promising to “Flush Poverty Down the Loo”. They then set out the challenge that the brand has pledged to tackle – the fact that two fifths of the world’s population lack access to a toilet.

Interestingly, the meta description doesn’t contain any sales messaging, preferring instead to focus on the brand’s social purpose. Like Burgon and Ball, I would say this is an example of a brand knowing their desired audience: rather than appealing to consumers just looking for toilet paper, they specifically appeal to customers who would be interested in supporting the brand’s mission (and buying toilet paper).

20. Boohoo (Search term: “Boohoo”)

Boohoo’s meta description here is another good example of characteristic brand tone of voice. It combines practical detail (the types of products Boohoo sells along with the demographics it caters to) with a bit of brand flair (“you can totally do your thing in”). It also gives a sense of the brand’s extensive, fast-updating range, and packages this all in a call-to-action.

21. Graze (Search term: “Graze”)

Graze does a good job of laying out the brand’s key selling points for searchers in this meta description: healthy, tasty snacks that customers can tailor to their own tastes, and delivered to any address in the UK.

22. BBC Good Food (Search term: “How to make sourdough”)

BBC Good Food’s meta description for how to make sourdough neatly lays out what the site has to offer: simple step-by-step instructions for how to bake sourdough bread, from making a starter right through to the finished loaf.

This result also shows what a rich snippet can look like when you have the right structured data, pulling in a little preview image along with a star rating, time taken to prepare, and number of calories – all details that you then don’t need to include in the meta description.

Four excellent case studies of structured data for SEO

23. Alexandra’s Kitchen (Search term: “How to make sourdough”)

This meta description from Alexandra’s Kitchen uses a different type of tone to the ones we’ve seen so far from bigger corporate brands and websites. It’s friendly, informal and in the first person, as befits a cooking blog. At the same time, it still delivers information – this is a simple recipe that makes high-quality bread – and will likely appeal to bakers who are nervous about giving sourdough a try for the first time.

24. Bloom & Wild (Search term: “Flower delivery”)

This geographically-specific result popped up because Google knows my location, rather than because of my search query, but it’s still a nice touch that Bloom & Wild has separate regional pages that can rank for regional searches. It lends a touch of personalisation to the meta description (“Send flowers to London”), which also has some nice evocative wording (“a gorgeous bouquet”).

The meta description further conveys how the product works – flowers delivered through the letterbox – and concludes with a brand strapline, “Be there from anywhere”, which appeals to shoppers who may be unable to be with a loved one in person, and want to send a thoughtful gift instead.

25. B&Q (Search term: “DIY”)

B&Q is a well-established brand in the DIY space, so it makes sense that the brand doesn’t waste time here trying to tell people who they are or what products they sell. Instead, they open with a succinct summary-slash-call-to-action (“Shop for everything you need to complete your home and garden project”) and spend the rest of the meta description letting people know how about their click & collect and delivery options.

To me this seems like a smart choice for a brand that is probably best-known for its brick and mortar stores – people might not know they can buy from B&Q online, or whether the brand does delivery, so B&Q uses its meta description to highlight those options.

26. Pet-Supermarket (Search term: “Pet food”)

Pet-Supermarket’s meta description begins with its strapline: “The UK’s #1 online pet store”. It then outlines the products the site has to offer – pet food, supplies and accessories – and promises great value with “amazing deals”. Finally, the description includes information on how shoppers can qualify for free delivery. Simple and effective.

27. Monster Pet Supplies (Search term: “Pet food”)

It appears that Pet-Supermarket has competition for the tagline “The UK’s #1 online pet (supplies) store”. That aside, I liked this meta description from Monster Pet Supplies because it starts out with something that differentiates the brand (it’s not just the #1 store for pet supplies, it’s a friendly pet store) and packs in a good amount of detail: quality brands, low prices, and finally information on how to qualify for free delivery.

28. Wired UK (Search term: “Technology news”)

There are lots of ways to cover technology news, and this meta description from Wired UK does a good job of laying out the publication’s focus: the latest news, focusing specifically on “giants like Apple and Google” as well as “the most important technology issues of the day.”

29. CNET (Search term: “Technology news”)

CNET’s meta description for the same search query (“Technology news”) takes a slightly different tack: the brand’s focus is on investigative reporting, so CNET emphasises its “news editors and reporters” providing “top technology news, investigative reporting and in-depth coverage”. Unlike Wired, which goes into more detail on the type of tech subjects covered, CNET is more interested in the manner in which they’re covered.

Both are technology publications, but it makes for an interesting comparison as to how they present themselves to a potential audience and convey their brand mission and tone.

30. New Scientist (Search term: “Technology news”)

The New Scientist brings another slightly different focus to the topic of tech news, including engineering in its focus. The phrasing “Learn about the next steps” gives a sense of New Scientist’s futuristic outlook, while the details – “everything from AI and smart devices to mechanical engineering” – give specifics and a sense of the publication’s scope.

31. TTS Group (Search term: “School supplies”)

School supplies are a product that can be B2B as much as B2C, and TTS Group appeals to all potential customers with its meta description, encompassing “schools, teachers and nurseries” as well as “childminders and parents”. The call-to-action is simple and lets prospective customers know how they can place an order.

32. Thortful (Search term: “Greetings cards”)

Thortful’s meta description for the search term “Greetings cards” focuses on the website’s range (“more than 10000+ unique greeting cards”) and ability to offer the “perfect card for any occasion”. It also includes an important piece of information that last-minute card shoppers will be keen to know: “Order online by 5pm & it’s sent today”.

Again, in the interest of rounded critique, the description wastes a few characters with “more than” given that the “+” achieves the same meaning (which can be a useful tip provided it fits with your brand voice), but otherwise it’s a good meta description.

33. Scribbler (Search term: “Greetings cards”)

Scribbler manages to pack a lot of information into a short meta description: the fact that you can personalise cards and send them directly, the types of occasions it caters to, and most importantly, when shoppers need to place their order by to have it sent that day.

A final tip

You can use character or word count tools to get a sense of the length of your meta description, and SEO plugin tools like Yoast SEO often have a built-in meta description checker. SEO Mofo also has a handy Google SERP Snippet Optimization Tool that allows you to mock up how your meta description will look on the search results page.