# What is a meta description?

> Learn what a meta description is, why it affects your click-through rate in Google, and how to write meta descriptions that convert.

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A meta description is the short text shown under your page title in Google search results. It's not a ranking factor — Google doesn't care about it for placing you higher. But it affects which people actually click on your page. A good meta description can increase click-through rate by 20–30% without changing anything on the site itself.

## Why does the meta description matter?
The meta description is your sales pitch in the search results. It tells people what the page is about before they click. If it's vague or generic, they'll click on a competitor's result instead. A good meta description summarises the page's benefit in 120–165 characters.

Prisindikation: från 35 credits per månad.

## A good meta description contains
- Primary keyword: the word you expect people to search for
- A unique value proposition: why your page is better than competitors'
- Call-to-action: 'Read', 'See', 'Compare' or 'Learn'
- Relevance to the search: the meta description should answer what people searched for
- The right length: 120–165 characters so it doesn't get truncated in Google

## The difference between meta description and page title (H1)
Page title (H1) is for people already visiting your site — it must be clear and enticing. Meta description is for people in the search engine — it must make them want to click. A good page needs both, and they can be slightly different.

## FAQ

**Does the meta description affect Google ranking?**

No, Google said in 2009 that meta description is not a ranking factor. But it affects click-through rate, which can indirectly affect ranking through high engagement.

**What happens if I don't write a meta description?**

Google automatically generates one from your page text. It usually performs worse than a handwritten one, and it can look random or unclear to the searcher.

**Can the meta description be different from the page title?**

Yes, it's desirable. Page title is for SEO and people. Meta description is for the search result. You can focus on different things in both.

**How often should I update meta descriptions?**

If the page doesn't rank well or click-through rate is low, try a new meta description. Otherwise, once a year as part of SEO maintenance.

## Ready to increase your click-through rate in Google?
Hasty optimises meta descriptions on all your pages. We commit to 20–30% higher click-through rate or no charge.

## Relaterade tjänster
- [SEO / AEO](https://hasty.se/en/tjanster/seo)
- [Webbutveckling](https://hasty.se/en/tjanster/webbutveckling)
- [Copy & bilder](https://hasty.se/en/tjanster/copy-bilder)
- [Presentationer](https://hasty.se/en/tjanster/presentationer)

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