A meta description is a short summary placed in the page head. Search engines may use it as the snippet below a result when it describes the page more accurately than other visible text. It should help a searcher decide whether the page solves the task.
Describe the real page
Write for the exact page rather than the whole website. A compressor page should explain what files it accepts and what result it creates. A guide should summarise the question it answers. Avoid vague claims such as “best website online” that do not help the user.
Put the main purpose early
Lead with the task or benefit: “Compress JPG and PNG images in your browser” is clearer than a long brand introduction. Add one or two useful details such as privacy, supported formats or the final output.
Keep every important page unique
Repeated descriptions make many URLs look interchangeable. Category pages, tools and articles should each have their own summary. If a large site cannot create a useful description for a low-value page, it is often better to improve the page itself rather than generate empty variations.
Use natural language
- Match the wording people use for the task.
- Avoid repeating the same keyword several times.
- Do not promise features the page does not provide.
- Use a complete sentence or two.
- Make the description understandable without the title.
Example
Weak: “Image compressor tool image compression compress images best free compressor.”
Improved: “Compress JPG, PNG and WebP images in your browser, compare the new file size and download the optimised result.”
The Meta Tag Generator helps create a title and description, while the SERP Snippet Preview provides a visual check before publishing.
Remember that snippets can change
A search engine may choose visible page text instead of the supplied description when another passage better matches a particular query. Make the on-page introduction useful as well as the metadata.
Further reading
Google Search Central explains how snippets and meta descriptions may be selected: write good meta descriptions.
Found this guide useful?
Share this article or continue with the relevant ToolTapGo tool.