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). It’s also an HTML element, a <meta name=”description”> tag that lives in a page’s <head> and provides a suggested summary for search engines.
While meta descriptions aren’t a direct ranking factor for SEO, they can impact click-through rates (CTRs) which can influence your rankings over time. 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 may use your meta description as the snippet under the page title, but they often rewrite it based on the search query and page content.
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.”
Here is what that same meta description looks like coded:
<head>
<meta name="description" content="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.">
</head>
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. When used as part of an effective SEO marketing strategy, meta descriptions entice 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—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, but display limits differ by device. In practice, text gets cut off around 920 pixels on desktop, often between 150 and 160 characters, and 680 pixels on mobile, which is about 110 to 120 characters..
Go longer than those limits and Google may cut the snippet off with an ellipsis, which can hide the benefit or CTA, especially on mobile. Shorter is fine, but if it’s too short, searchers may not get enough context to click.
Search engines sometimes rewrite meta descriptions, including the page’s core topic. It’s important to note that if your meta descriptions are rewritten, it’s not a sign of poor site quality. Rewritten meta descriptions are more likely to surface the most useful part of your page directly in the SERP. Matching the on-page copy can increase the chances the description is used, but rewrites still happen.
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 it’s available to display in SERP features 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 website content. Google, Bing, and other search engines use meta descriptions to provide context.
In an organic 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?
Meta descriptions are sometimes pulled into preview cards when web users share a page on social media apps 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
A good meta description matches the searcher’s intent and quickly explains why this page is the best match. It works best when it highlights a benefit, differentiator, or outcome.
Here are some examples of meta descriptions for different types of web pages.
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:
Clothing brand Tentree uses its homepage meta description to convey its niche and core benefit. From the SERP, users can see it’s a Canadian brand that makes sustainable clothing for men and women. If you’re a shopper who values eco-friendly products, the meta description offers a reason to click through to Tentree’s website.
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. These meta descriptions answer two questions fast:
- What’s the product?
- Why should someone buy it from this store?
Product pages convey the tangible benefits of particular items.
- Selling spatulas? Say what it is and why to buy it here, like “Stainless steel spatula with a thin edge for flipping. Dishwasher safe and ships in 24 hours.”
- Selling lawn mowers? Do the same: “21-inch self-propelled mower with mulching and bagging. 2-year warranty and free local pickup.”
Category pages
Category or collection 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 Nordstrom.
For an apparel brand, it works because it matches the category page intent. The user can browse multiple brands within Nordstrom’s women’s shoes category. It leads with added-value points like store rating, free shipping, and easy returns.
It also uses simple action phrases such as “Shop online for” and “Enjoy a large selection and free shipping” to encourage clicks.
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. Pack a punch in 150 to 160 characters by highlighting what makes your post unique.
Your meta description changes depending on the type of blog post:
- How-to posts. Lead with the outcome and who it’s for, plus the time and effort required. For example: “Learn how to write meta descriptions that earn clicks. Get templates and best practices for product, collection, and blog pages.”
- Listicles. Put the number first, the category, and add a hook for credibility. For example: “12 SEO apps that help boost rankings. Find the best options for speed, image optimization, and structured data.”
- News/trends pieces. Lead with what happened and why it matters. For example:“SEO updates for 2026. Know what’s changed, what it means for businesses, and ways to protect your traffic.”
Use strong verbs like learn, compare, or get the latest, and place keywords upfront. Match the description to the searcher’s intent so the snippet feels like the best next click. An excellent meta description can make your post stand out and boost your CTR, even if it isn’t a direct ranking factor.
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 identifying 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.
Homepage meta descriptions can be a bit broader. 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 SEO rankings. Duplicate meta descriptions make it harder for search engines to understand what’s unique about each page when multiple pages appear in results. Google recommends creating unique descriptions for each page, specifying that similar descriptions across a site “aren’t helpful.”
When pages look similar at a metadata level, they can compete with each other. Bing’s webmaster guidance notes that duplicate content reduces visibility by diluting authority and confusing intent.
3. Maintain optimal length
Stay between 150 and 160 characters, or at least, keep the most important information within that character count. There’s no penalty for exceeding the length, but Google will likely cut off text beyond that. Most CMS platforms and SEO plug-ins include a character counter and a snippet preview. Use those tools to preview how the snippet will appear on desktop and mobile before publishing.
Put your most important keywords at the beginning of your description, like Fashion Nova.
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 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. 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. When it matches the query, Google may bold it in the snippet, which can help earn the click.
Make sure it sounds like a human wrote it. 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 Panera Coffee example below. Include the main term once, in a natural way, so it reads well and has a chance to show up in bold for the right searches:
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. 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: create different versions of meta descriptions for the same page and compare performance.
The primary metric you want to measure when changing a meta description is click-through rate (CTR). Google Search Console is one of the best places to measure CTR. In the Performance report, Google shows clicks, impressions, and CTR, and lets results be broken down by queries and pages, so it’s possible to compare performance before, rather than after, a meta description change.
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 organic 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?
There are no documented reasons why Google rewrites meta descriptions. However, in a Webmaster Central hangout in 2020, John Mueller, a Webmaster Trends Analyst at Google, gave three possible explanations:
- The existing meta description doesn’t actually summarize what’s on the page.
- Google pulls text from the page to better match search terms that aren’t in the original description.
- Google found a snippet in your content that better matches the user’s search than the description you wrote.
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 a meta description include?
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 web page.
What is the character limit for meta descriptions?
The recommended length for meta descriptions is typically 150 to 160 characters for desktop results. For mobile devices, the limit is tighter, cutting off after about 120 characters.
Are meta descriptions a ranking factor?
Meta descriptions are not a direct ranking factor, according to Google. But they play an indirect role by improving CTR, which tells search engines your page is relevant to users.
How often does Google rewrite meta descriptions?
Google rewrites meta descriptions frequently, with reports showing they are modified around 63% of the time. Rewrites happen when Google believes a snippet from the page’s content better matches the search query or intent.
