You work hard to market your company. You write product descriptions, optimize images, and demonstrate your mastery of search engine optimization (SEO) techniques daily.
Still, if you’re like most business owners, you want to improve your ecommerce SEO wherever you can, and meta descriptions offer that opportunity. Read on to learn what meta descriptions are, and how to write compelling meta descriptions and optimize your site for search engines.
What is a meta description?
A meta description is a short summary of a webpage’s content that shows up on search engine results pages (SERPs). While meta descriptions aren’t a direct ranking factor for SEO, they can impact click-through rates (CTRs) and indirectly influence your rankings.
The primary purpose of a meta description is to grab searchers’ attention; they help users decide whether to click on your page or keep scrolling. Good meta descriptions are informative and convey what searchers will find if they click through. Search engines often use meta descriptions to populate the snippet under the page title in search results.
In the screenshot below, the meta description reads “Try Shopify free and start a business or grow an existing one. Get more than ecommerce software with tools to manage every part of your business.”
Importance of meta descriptions for SEO
A meta description is a promise you make to searchers. It calls out to them among a sea of competing web pages and says, “This is the page you’re looking for.”
Meta descriptions that include relevant keywords are more likely to appear in search results. Metas can be part of an effective on-page SEO marketing strategy by enticing search users to click through to a page. You’ll see them in a page’s code as <meta name="description" content="a written description of the page">.
When you type a search query into Google Search—let’s use “temporary tattoos” as an example—the algorithm displays results on the SERP.
In the image below, the blue words at the top are the title tags, in this case “TemporaryTattoos.com | Custom Tattoos, Stickers & More”. Below that is the meta description, a section that describes the linked page in roughly 150 to 160 characters.
What is the optimal length for a meta description?
Technically, a meta description can be any length you like, but best practices put the sweet spot between 150 and 160 characters. Any longer and search engines might truncate the description, cutting off valuable information. Shorter is OK, but too shortand readersmight not find enough detail to entice a click.
Search engines sometimes rewrite meta descriptions, so it can be a good idea to include keywords as it will reduce the probability that it’s rewritten. Include keywords and other key information up front in case the meta description is truncated and ensure the content on your page is valuable. This means rewritten meta descriptions are more likely to surface the most useful part of your page directly in the SERP. It’s important to note that if your meta descriptions are rewritten, it’s not a sign of poor site quality.
How are meta descriptions used?
Meta descriptions can appear on SERPs and social media previews, helping users preview page content and encouraging them to click.
Where can you find and enter your meta description?
Where you enter your meta description will depend on the content management system (CMS) you’re using, but it’s usually at the bottom of most page editors.
Here’s what the code typically looks like:
<meta name="description" content="With our cute summer dresses, you can look hot while staying cool! Our pretty and trendy styles are sure to turn heads!">
This snippet of code communicates the meta description (“A concise and engaging summary of your webpage …”) to search engines and ensures its available to display in SERPs and social media posts.
How are meta descriptions used on SERPs?
Search engines display meta descriptions underneath page titles and URLs. They’re the second thing users see and serve as a pitch for your content. Google, Bing, and other search engines use meta descriptions to provide context.
For example, in a search result, your meta description might look like this:
Title: How to Bake Perfect Cookies Every Time
URL: www.example.com/perfect-cookies
Description: Learn the secrets to baking perfect cookies with our easy-to-follow guide. Get tips, tricks, and recipes that deliver delicious results every time.
Where else are meta descriptions used?
Sometimes, meta descriptions are pulled into preview cards when web users share a page on social media apps such as Slack or via direct messages.
What happens if you don’t write a meta description?
If you don’t specify a meta description, search engines will auto-generate one, pulling text from your page to match search queries. Writing meta descriptions gives you more control over the completeness, accuracy, and value of your search engine page results.
Meta description examples
Homepage
Good meta descriptions provide a brief overview of page or site content and compel readers to click. The process can be so fast that many searchers won’t notice themselves deciding. They simply click the link and satisfy their curiosity without thinking about it.
Here’s an example of a relevant meta description:
Product page
Writing meta descriptions for product pages is easier than writing them for homepages, because product pages don’t speak for the business as a whole.
Instead, product pages convey the tangible benefits of particular items. Selling spatulas? Explain how this spatula makes cooking easier. Selling lawn mowers? Help readers imagine a fast and easy journey through the grass.
Category pages
The next meta descriptions to focus on are those for your category or collection pages. These pages group similar products together for easy browsing. Collection pages can appear for broad, high-volume keywords, like “women’s shoes” or “men’s sandals.”
Your category page meta description should draw shoppers in with relevant information about the collection, as in the example below from DSW.
It also uses simple action phrases such as “Shop online for” and “Enjoy a large selection and free shipping” to encourage clicks from browsers.
To spice up your collection page descriptions, Cogney director Doug Pierce suggests using emojis. “A trick I like to employ is using check marks (✔️) to call out the sub-collections of products we have if it’s a product collection page.”
Doug also suggests including numbers when relevant and grabbing attention with powerful words like “free” or “exclusive.” If your store runs special offers like free shipping, extended warranties, or sales, include them in the meta description.
Blog posts
Meta descriptions for blog posts are concise summaries that appear in search results. They should hook readers and entice clicks.
Pack a punch in 150 to 160 characters by highlighting what makes your post unique. Use strong verbs and place keywords upfront. An excellent meta description can make your post stand out and boost your CTR, even if it doesn’t directly affect rankings.
Social media
Meta descriptions aren’t just for search engines. While most social networks use the og:description tag to pull information from a webpage (which is different from the meta description), if no og:description is available, they might use the meta description in its place.
How to write a good meta description
Follow these tips on how to write a meta description that attracts searchers’ attention and persuades them to click through:
- Consider the customer mindset
- Make it unique
- Maintain optimal length
- Make it actionable
- Add a call to action
- Use your target keyword
- Avoid meta description generators
- Test meta descriptions for performance
1. Consider the customer mindset
When crafting title tags and meta descriptions, consider where your audience is within the marketing funnel. The goal is to align your messaging with their current mindset, addressing what they’re looking for at each stage.
Start by answering two key questions:
- What are you offering?
- Why should they choose you?
For product pages, this means clearly stating the product and highlighting compelling reasons to buy. Are they ready to purchase? Emphasize that the product is ready to ship, on sale, or guaranteed to satisfy as this appeals directly to purchase-ready searchers.
For informational blog posts, focus on the searcher’s need for information or education. Your meta description should reassure them that your content provides valuable insights, practical tips, or expert guidance.
When it comes to your homepage, broaden the focus. Instead of solely emphasizing your brand, highlight what sets your store apart. Showcase your unique value proposition—whether that’s exclusive products, exceptional customer service, or a strong brand ethos.
2. Make it unique
Meta descriptions exist to generate clicks, but they’re also great branding opportunities. “Think of meta descriptions as a continuation of your brand and an opportunity to clearly define your USP [unique selling proposition] using relevant keywords,” says Stephen Light, CMO and co-owner of mattress company Nolah. “They’re little ads and, though the character length can feel constraining, are excellent short bursts of promo.”
Think of your homepage meta like an elevator pitch. Follow your brand guidelines to strike the right tone, and be prepared to write multiple drafts. Getting it right is essential since this will be many customers’ first exposure to your brand. You also want to avoid duplicate meta descriptions because they can harm your rankings.
3. Maintain optimal length
Stay between 150 and 160 characters since Google will likely cut off text beyond that. As Fashion Nova does below, put your most important keywords at the beginning of your description.
4. Make it actionable
A meta description shouldn’t just describe what’s on the page, it should also motivate the reader to take the next step, whether that’s learning more, exploring products, or making a purchase.
It’s important to distinguish between actionable and a call to action (CTA) here. While a CTA is a specific prompt like Shop Now or Learn More, an actionable meta description subtly guides the reader by highlighting the value they’ll gain from clicking through. If they can’t be clearly differentiated in your content, consider whether one can effectively serve both purposes.
Avoid overloading with adjectives or adverbs. While it might be tempting to describe your offerings as “awesome” or “showstopping,” these terms can feel vague and may deter clicks. Instead, use relevant, active language that conveys excitement naturally and highlights the page’s value.
Consider this example from Bonobos:
This description is short, motivating, and directly addresses the reader. It’s actionable because it sets clear expectations and subtly encourages the next step.
5. Add a call to action
A call to action (CTA) in your meta description will compel people to click through by telling them what you offer and what to expect after clicking. For ecommerce stores, focus on different motivations behind their search. The CTA is for your readers next next step. Try to provide readers with what they need to answer a question or solve a problem.
Some call-to-action examples for ecommerce are:
- Shop now
- Explore the collection
- Discover new trends
- Browse our products
6. Use your target keyword
Including your target keyword will help search engines rank your page. Make sure it sounds like a human wrote it. For example, stuffing all your target keywords into a meta description like “Buy Women’s Shoes, Women’s Tennis Shoes, and Women’s Shoes on Sale here!” is not a good look for your brand, because it feels forced and robotic.
Instead, naturally tie the keyword into your description, like the Shoe Carnival example below:
Be sure to check out the keywords your competitors are targeting as well.
7. Avoid meta description generators
Many SEO tools come equipped with automatic meta description generators. While they can be helpful for brands with thousands of SKUs and not enough resources to write unique meta descriptions for every product page, these robotic tools tend to write like, well, robots. If you can afford dull copy, go for it, but most small brands are better off writing their meta descriptions manually—especially for their highest-priority pages.
“Meta descriptions should be one of a kind,” says Melanie Bedwell, ecommerce manager at drink brand Olipop. “It’s easier to make them unique if you have someone on your team to write them. The meta description is one of the best chances for someone to click on your search result. I believe it’s too important to leave up to an automated generator.”
Automated tools are one of the reasons Google has started intervening and rewriting descriptions. Like the searchers who use it, Google doesn’t want low-quality, boilerplate content that doesn’t satisfy search intent. You can use AI to brainstorm ideas or shorten copy, but nothing beats a human brain for generating clickable meta copy.
8. Test meta descriptions for performance
Testing meta descriptions helps you find out which ones work best. You can create different versions of meta descriptions for the same page and compare how they perform.
The primary metric you want to measure when changing a meta description is click through rate (CTR). You’re more likely to get a measurable signal if you edit multiple pages and measure them as a group. Tools like SEOTesting.com are good for this. Sometimes, you can change just one page, but it has to get a decent amount of traffic for a meta description change to be noticeable.
Does Google rewrite meta descriptions?
Yes, Google rewrites meta descriptions. So, why bother writing unique meta descriptions if Google will display whatever it wants anyway?
The ultimate reason is the correlation between higher search volume keywords and lower rewrite rates. Kim Herrington, an SEO and SEM consultant, has particular expertise in writing meta descriptions for ecommerce businesses.
“SEO can be time-consuming and expensive for ecommerce stores with a high volume of products,” Kim says. “Approaching your meta descriptions knowing they’ll be rewritten can free up resources.”
She suggests you focus on writing really good meta descriptions for your highest volume keywords because Google is more likely to use them. “Focus primarily on your bestsellers and category page meta descriptions rather than every single item you sell,” she says.
Review the meta descriptions for your top 20 pages and ask, “Are we really selling the product here, or is there a way we can improve the click-through rate?”
Write your own meta descriptions
Whether you’re a first-time store owner or a seasoned ecommerce webmaster, compelling meta descriptions are important to increase website traffic, provide a positive user experience, and improve conversion rates.
By checking the boxes above, you’ll be on track to optimize your Shopify store for the web and encourage more traffic and higher sales.
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Meta description FAQ
What should I write in a meta description?
A meta description should include a concise, engaging summary of your page that highlights its key value or purpose. It should answer users’ intent, include relevant keywords naturally, and use action words to encourage click-throughs.
How are snippets created with meta descriptions?
Search engines use meta descriptions to create snippets by displaying them directly in search results when they match a user’s query. If you don’t provide a meta description or it doesn’t align with the query, the search engine may generate a snippet by pulling relevant text from the linked webpage.
What are other types of metadata?
Other types of metadata include the meta title (or title tag), which defines the page’s title in search results, and meta keywords (though these are largely outdated for SEO).
Are meta descriptions important for SEO?
Yes. Meta description tags help search engines and web browsers understand your page content and whether it answers searchers’ queries. Unique meta descriptions can improve search visibility and CTR.
What are best practices for writing meta descriptions?
- Consider a browser’s mindset.
- Make it unique.
- Maintain optimal length.
- Make it actionable.
- Add a call to action.
- Use your target keyword.
- Don’t have the same meta description for multiple pages.
- Avoid meta description generators.
Should I always write a meta description?
Yes, write meta descriptions whenever possible to control your page summaries in search results and social shares. While search engines can override them, original, well-crafted descriptions put your best foot forward.
