So do meta tags help with SEO? Let me tell you a little story about Sarah.
Sarah runs an online jewelry store here in Canada and recently updated her product titles and meta descriptions to be more specific. Three weeks later, her clicks increased 6x—and several of those clicks turned into organic sales. All because her listings finally enticed people to click and had clear descriptive titles.
Now in meta tags there are two parts: your meta title which I consider functional and are directly related to a search and your meta descriptions which has less direct relation to your SEO.
Meta descriptions have been part of SEO strategy forever—but with Google constantly rewriting them, you’re probably wondering: Is it even worth writing them anymore?
Short answer: Yes. But write them like you know what you’re doing.
Even though meta descriptions don’t directly impact rankings, they still influence click-through rates (CTR), user experience, and how your content shows up in search and on social media. So if you care about visibility, traffic, or brand perception, they’re 100% still worth writing—just don’t treat them like a checkbox.
What are SEO Meta Tags?
A meta description is that short snippet of text (usually around 150–160 characters) that shows up under your page title in search results. It’s not a ranking factor—but it’s a trust factor.
It tells users:
- What your page is about
- Whether it matches their search intent
- And if it’s worth clicking
Think of it like a mini ad for your page. It doesn’t affect how high you rank—but it absolutely affects whether someone chooses you.
Yes, Google Rewrites Meta Descriptions (A Lot)
Let’s address the elephant in the search results: Google rewrites meta descriptions in 60–70% of cases. But that doesn’t mean you should skip them.
Here’s when Google usually rewrites them:
- Your meta is too vague or generic
- The user’s search query isn’t reflected
- Google finds a “better match” in your content
But when Google does use your original meta description, it’s a chance to control the narrative. A strong, relevant meta = better chance of earning the click.
So Do Meta Descriptions Affect Rankings?
Technically? No.
But they do influence CTR, which is a user signal Google pays attention to.
Side note: not everything we do in SEO is JUST for Google we are writing for humans and we often forget this part. Meta descriptions are really for your potential customers. How can you help them understand what you are selling?
Let’s get back to why Google cares..
The more people click your result, the more Google sees your page as relevant. That’s how meta descriptions indirectly support your SEO performance.
And if you’re spending time creating content and optimizing pages, why wouldn’t you write a 2-line pitch to get people to click?
Why Meta Descriptions Still Matter in Your SEO Strategy
- They Drive Clicks
You can rank #3 and still get more traffic than the site at #1—if your meta description is stronger. A clear, benefit-driven snippet that speaks to search intent can stop the scroll and pull people in.
- They Improve User Experience
Meta descriptions set expectations. If users know exactly what they’ll get, they’re more likely to stick around. That reduces bounce rates and improves session time—two signals that help with overall SEO.
- They’re Not Just for Google
Social platforms like Facebook and LinkedIn often pull your meta description as the preview text when a page is shared. So you’re not just optimizing for search—you’re writing for social, too.
How to Write Meta Descriptions That Actually Work
Let’s be real—most meta descriptions are boring. If you want yours to work, treat them like micro-copywriting. Here’s how:
Keep it under 180 characters: Be concise but clear. Don’t trail off or cut mid-sentence.
Use your primary keywords naturally: Not for rankings, but so searchers instantly know it matches their query.
Match the search intent: If someone’s looking for “affordable website design,” make sure your meta tells them that’s what they’ll find.
Make it actionable: Add a call to action or benefit: “Learn how to rank higher,” “Get real SEO tips that work,” “Discover the best tools for 2024.” (This is so important — why should people click?)
Avoid duplicate metas: Every page should have its own—copy-pasting across your site hurts both clarity and CTR.
Monitor and optimize: If a page is ranking but not getting clicks, your meta might be the problem. Check your CTR in Google Search Console and rewrite as needed.
When Meta Descriptions Matter Most
There are times when you really don’t want to leave meta descriptions to chance:
- Pages targeting high-intent or high-volume keywords: These are the clicks you want. Give users a reason to choose you.
- E-commerce product and collection pages: Highlight key features, benefits, or offers. Make it about them, not you.
- Pages in highly competitive industries: A great meta can be the difference between winning the click or being ignored.
- Anything that gets shared on social: A strong meta makes your link preview stand out and gets more engagement.
So, Are Meta Descriptions Still Worth Writing?
Absolutely—just don’t treat them like an afterthought.
If you’re doing SEO, you’re already putting effort into content creation, keyword research, and on-page strategy. Meta descriptions are the final touch that can bring it all together and get eyes on your work.
Even if Google rewrites them half the time, the other half still counts—and when they do show your original description, it should earn the click. Google will also often take some of your lead so give Google as much information as you possibly can.
