On-Page SEO Wiki Entry

Meta Description

A short summary of a page's content shown beneath the title in search results.

Meta descriptions don't directly influence rankings but heavily impact click-through rates from search results. Effective descriptions are 150-160 characters, include the target keyword once, contain a clear value proposition and end with a soft call-to-action. Google may rewrite descriptions when it judges them irrelevant to a query, often pulling content directly from the page body.

Related Entries

Title Tag

The HTML element that defines a webpage's title in search results and browser tabs.

Click-Through Rate (CTR)

The percentage of search impressions that result in a click on a listing.

SERP Snippet

The appearance of a webpage in search results, including title, URL and description.

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