The The meta description is an HTML element in the page <head> that briefly summarises the page's content. Google can display it as the description in the search result.Open glossary entry → sits as <meta name="description"> in the page head and is normally invisible to visitors. In the search result it can appear under the title, acting like a small advert that invites the click.
It is not a direct ranking factor, but it influences the The click-through rate (CTR) indicates how many users click a search result relative to the number of times it is shown (impressions). It reflects how appealing a listing appears in search.Open glossary entry →. Guidance:
- aim for roughly 120 to 160 characters, with no fixed Google limit,
- put the key message in the first 100 to 120 characters,
- give every important page its own description,
- mention the main A keyword is the search term users enter into a search engine to find information, products or providers. Keywords are the basis against which rankings and visibility are measured.Open glossary entry → early and show a concrete benefit.
Google does not always use the supplied description: if a A snippet is the compact display of a result in the search results, usually made up of a title, URL and description. It is what users see before clicking.Open glossary entry → from the page content fits the query better, or the description is too generic or duplicated, Google generates its own snippet. Studies show Google frequently rewrites meta descriptions.