Meta description
The short summary under your search result that gives no ranking, but does help determine whether someone clicks on your page.
By Tanguy De Keyzer · Founder & digital strategist
A meta description is the short two-sentence summary that Google shows under your title in the search results. It does not count as a ranking factor, but it strongly determines whether someone clicks or scrolls past.
Does a meta description give ranking?
No, and that misconception costs many companies traffic. Google does not use the meta description to determine your position, so do not stuff a row of keywords into it. What the description does do is influence your click-through rate. A convincing summary attracts more clicks, and more clicks at the same position means more traffic from exactly the same ranking. Indirectly, a good description therefore contributes to your SEO result.
How do you write a strong meta description?
Keep it around 150 to 160 characters, because Google cuts off longer texts. Align with the search intent and name concretely what the visitor finds on the page. Put a light call to action at the end, such as “Discover how” or “See the approach”. Write each description uniquely, because otherwise Google invents a fragment from your text itself, and that rarely fits well. Let the keyword from the query recur, because Google makes it bold and that draws the eye.
The B2B lens of Customer Impact
In B2B you do not want the most clicks, but the right ones. We write descriptions that honestly promise what the page delivers, so that the visitor who clicks really fits your offer. A description that creates the wrong expectation delivers short-lived traffic but no customers. Together with a sharp meta title, the description forms your complete shop window in the SERP.
From theory to growth.
We turn Meta description into measurable results for your business.