How to Write a Meta Description For a Blog Post

There are no specified rules defined by Google to write a good meta description. However, there are some of the best practices to write a good meta description.

Here are some of the ways on how to write a meta description for a blog post:

1. Understand the search intent.
2. Follow the character limit.
3. Use the focus keyword naturally.
4. Include CTAs
5. Make it clear, concise, and engaging.
6. Make it relevant to the blog post’s content.  

1. Understand The Search Intent

The first thing in how to write a meta description for a blog post is to understand the search intent. Once you know the search intent, you will be able to write a meta description that directly aligns with the user’s search, which in turn will lead to clicks on your blog post. If your search intent is informational, then write a straightforward meta description that will educate users about the topic they are looking for. If the search intent is transactional, then write a meta description  that highlights the benefits that can lead users to take action.

Example : If your blog post is related to Digital Product Passport topic, then you may write its informational and transactional meta description as:

For Informational Search Intent : What is Digital Product Passport? Learn how it works, why it matters for sustainability,  how DPPs help brands improve transparency across the product lifecycle.

For Transactional Search Intent : Looking to implement a Digital Product Passport for your business? Discover how DPP solutions work, key benefits, steps to get started with compliance-ready tools.

2. Follow The Character Limit

The next important thing in writing a good meta description is to follow the ideal character limit i.e, 150-160 characters long. A meta description over this character limit will be truncated by Google, and users will not be able to see the complete text.

Try to mention the most important information in the first 110 characters. Google creates snippets of your blog post based on the following pixel length:

• 960 pixels for a desktop which makes 145-155 characters.
• 680 pixels for mobile which makes 110-130 characters.

If your meta description is not good enough, then Google  will generate its own meta description by using some pieces of content from your blog post.

You have to keep a balance, it should not be too short that it misses out the important points nor too long that it prevents Google from displaying it completely. By following the character length you maintain the clarity, improves readability, and delivers a complete preview of your content.

3. Use Focus Keyword Naturally

Use of the focus keyword is another important thing that you need to understand in how to write a meta description for a blog post. You must have created your blog post using a meta description, so do include that keyword in your meta description to improve the relevance and make it stand out. Use it naturally and avoid keyword stuffing as Google considers it a spammy practice.

4. Include CTAs

Using a Call-To-Action (CTA) in your meta description encourages users to click. A meta description with CTA creates urgency and tells readers that your blog post has the exact information they are looking for. Use of phrases like “Learn more”, “Discover now”, “Start free trial now”, “Book your consultation now”, “Shop now” etc, makes your meta description more engaging and increases the chances of clicks on your blog post.

Example : If your blog post is on the topic of Generative Engine Optimization, then you can write a meta description with CTAs as:

Learn how to write geo-friendly content that ranks in AI overviews, attracts the right audience, and boosts visibility. Discover geo optimization in this guide.

5. Make it Clear, Concise, and Engaging

Try to make your meta description clear, concise, yet engaging enough that persuades users to click. Use more active voice phrases to keep the meta description direct and concise. Write in simple words that are easy for users to understand, instead of using difficult and jargon words, which can lower the chances of getting clicks.  Write in such a way that when users read it, they get an idea of what is in your blog post.

6. Match it Relevant to The Blog Post’s Content

Another important part of how to write a meta description for a blog post is to make it relevant to the page’s content. A good meta description is one that summarizes the blog post’s content accurately to help users to decide if it is worth reading or not.

If Google finds that your meta description is just a trick to get clicks and is not relevant to the page’s content, you may be penalized for such a thing. Also, writing misleading meta descriptions will lead to an increase in bounce rate as users will leave your site without reading the content if they do not find it relevant.