/ SEO
How do I write a good meta description?
Under 155 characters, includes the primary keyword, describes what the page delivers, and ends with a soft call-to-action. Written for humans, not Google.
/ 01
The short version
Meta descriptions don't affect rankings, but they massively affect click-through rate from the SERP. A well-written one can double your organic traffic without changing your position.
/ 02
The formula
Sentence one: what this page is about, with the primary keyword. Sentence two: what the reader gets or learns. Optional third: a soft CTA (learn more, get a quote, download).
/ 03
What NOT to do
Keyword stuffing. Duplicate descriptions across every page. Truncating mid-sentence (write to 155 characters). Marketing waffle ('World-class service'). Missing entirely (Google will auto-generate something worse).
/ 04
Length rules
Google displays roughly 155 characters on desktop, 120 on mobile. Front-load the important stuff. If it truncates, ensure the meaning still lands.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get your meta descriptions right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
Should every page have a unique meta description?
Yes — templated or duplicate descriptions are an SEO opportunity wasted.
Does Google always show my meta description?
No — about 30% of the time it rewrites it based on the query. Write it well anyway.
Still not sure?
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