As an ecommerce entrepreneur doing SEO, you may have already optimized various aspects of your online store, like your product descriptions or images. However, your work is incomplete until you nail your site’s meta description.
Meta descriptions are crucial for on-page SEO, so it's important to optimize them for both readers and search engines. In this article, we explain how meta descriptions work, and provide a guide to writing them along with best practices.
Let's get started.
What is a Meta Description?
A meta description is a snippet of text that summarizes a page's content in up to 160 characters. You'll likely have seen meta descriptions before when you've used a search engine like Google.
Whenever you enter a search query into Google, you'll be presented with a SERP (Search Engine Results Page). On this SERP, you'll find various results that are related to your search query. Below, we've placed an image which shows an excerpt from a SERP for the query “Shopify.”
Here, you'll find that there are two main features to note. First is the blue text that you see in the image above, which is known as the Title Tag. Below this you'll find the meta description, which draws visitors to click on your link.
In technical terms, meta descriptions appear in your page's code as <meta name="description" content="a written description of the page">. This snippet of code tells search engines what summary to display in search results and social media posts.
How Long Should a Meta Description Be?
The ideal meta description length is 150-160 characters. Although there's no penalty for going above 160 characters, search engines typically limit snippets to the mentioned character range.
While you can technically write descriptions of any length, sticking to this range ensures your full message appears without being cut off. Going shorter is acceptable, but you risk not providing enough detail to encourage clicks.
Why are Meta Descriptions Important?
As a store owner, you'll want to do everything in your power to get your products into the view of potential customers. Meta descriptions help you to raise your clickthrough rate (CTR) from three main sources: search engine results, social media shares, and social bookmarks. In all three of these sources, a meta description can provide more information about the page, and help you to secure the attention of a reader.
Although search engines have confirmed that they don't use meta descriptions in the ranking algorithm directly, Google does use a page's CTR to assess how well your webpage fits the search query. As meta descriptions really help you to increase the CTR of your web page, they're a great way to increase your Google ranking.
When you have a higher ranking on Google, you'll be getting more visitors. More visitors to your store means more potential customers, which means you've also got a higher chance of making sales.
Meta descriptions also serve as branding opportunities. They act as mini advertisements for your content, giving you a chance to showcase your unique value proposition. When users share your pages on social platforms, these descriptions often appear in preview cards, extending your reach beyond traditional search.
How to Write a Good Meta Description
Now that we've covered the function of a meta description, it's time that we explained how to write a meta description that'll boost the traffic that your online store receives.
It's important to note that there are some differences between meta descriptions for a home page, and for product pages. We've created a simple guide to creating meta descriptions for both home pages and product pages below:
Creating a Homepage Meta Description
When you're writing a meta description for your homepage, you'll need to convey the overall message of your business in just 160 characters. This is certainly a difficult task, even if you are an experienced writer.
Think of your homepage meta description as an elevator pitch. It should communicate what makes your store different and why shoppers should choose you. Rather than just describing what you sell, focus on your unique selling proposition and the value you provide customers.
As a general rule, it's always a good idea to maintain simple meta descriptions, while coming up with a compelling reason to click on the page. When your potential customers are using Google, they won't even realise why they've made a decision. They'll simply see your compelling meta description copy and then click on the link.
Here's a great example for a homepage meta description:
Gymshark has created a meta description which sums up their brand's vision in just 15 words. It's short, snappy, and relevant to their audience.
If you can summarize your brand in fewer than 160 characters, you can also use a CTA (Call To Action). Gymshark uses “Shop Gymshark now” as a direct command to the audience, which will entice traffic to their store.
Plus, the brand uses aspirational language like “be a visionary” to communicate directly with potential customers.
Creating a Product Page Meta Description
Optimizing product page meta description is slightly different from creating a home page meta description.
Instead of conveying your brand's vision in just 160 characters, you'll need to alert potential customers about the benefits that they'll receive if they click on your product page.
It's a great idea to include the unique selling points of your product in the meta description, as this is most likely to draw in potential customers. Focus on tangible benefits and what makes this specific item valuable. Here's a great example of a product page meta description below:
Here you can see a great meta description for Myprotein's protein bar product page. Immediately you'll see the product, and the keyword, has been mentioned. Straight after this you'll find the benefit that you'll get if you choose these protein bars. They're described as a “convenient nutritional snack,” which is exactly what somebody searching for protein bars is looking for.
You'll also find at the end of their meta description they have written “an unrivaled range of bars, cookies and ….” As the list is incomplete, potential customers are likely to visit the page to find out the missing information.
Whether you're writing a meta description for your store's home page, or a best-selling product page, you'll be able to use these examples as inspiration.
Creating Category Page Meta Descriptions
Category or collection pages group similar products together for convenient browsing. These pages often rank for broad, high-traffic keywords like "women's shoes" or "men's sandals."
Your category page meta description should attract shoppers with relevant details about the collection. Use straightforward action phrases that encourage clicks from browsers. If your store offers special promotions like complimentary shipping, extended guarantees, or discounts, mention them in the description.
To make your collection page descriptions more engaging, consider incorporating emojis like check marks to highlight sub-collections. Including numbers when appropriate and attention-grabbing words like “free” or “exclusive” can also boost performance.
Creating Blog Post Meta Descriptions
Meta descriptions for blog posts need to hook readers and encourage clicks within your character limit. Pack a punch by emphasizing what makes your post stand out.
Use strong action verbs and position keywords toward the beginning. An effective meta description can help your post get noticed and improve your click-through rate, even though it doesn't directly influence rankings.
How to Adjust SEO Meta Description in Shopify?
If you're running your store with Shopify, you can adjust your meta descriptions from your Shopify settings. You can access this from your Sales Channel, clicking on Pages, and then using “Edit Website SEO.”
Important note: If you haven't yet created meta descriptions for your web pages, don't worry. Google automatically creates one for each page.
A Word on Google Meta Descriptions
Meta descriptions that have been curated by Google's algorithm will simply display text that is already on your page. While using these automatically generated meta descriptions is sufficient, it's your job as an ecommerce entrepreneur to make sure that your store stands out from the crowd. Create your own meta descriptions and you'll be able to increase your CTR and further optimize that page for a specific keyword.
It's worth noting that Google does rewrite meta descriptions. However, there's a pattern: pages targeting higher search volume keywords tend to have lower rewrite rates. This means you should prioritize crafting quality descriptions for your most important pages rather than every single item you sell.
Review the meta descriptions for your top 20 pages and ask yourself if there's room to improve the click-through rate. Even when Google does rewrite descriptions, having well-written originals gives you more control over how your pages appear in search results and social shares.
Meta Description Preview Tools
A meta description preview tool enables you to view what your link will look like on a SERP before you publish the page. If you're looking to bolster your webpage's SEO, these tools are essential. Here are a few free meta description preview tools which you can use to perfect your website meta description.
Portent
Portent has created a simple meta description preview tool which you can easily use to practice and perfect your page's meta descriptions. When you use this tool, you'll need to enter the title tag, meta description, URL, and any keywords that you're looking to optimize. Once you've provided this information, you'll be given a view of how the page looks on a SERP.
ToTheWeb
ToTheWeb's meta description preview tool has two functions, both of which are fantastic for an ecommerce entrepreneur. The first function allows you to enter your page's URL and you'll then be provided with an outlook of how the page appears on a SERP. The second function of the tool is a meta description editor. You can use this to edit and optimize your page's meta description. Once you've landed on a killer meta description, you can update your page and reap the benefits.
Creating Mobile Optimized Meta Descriptions
When you're optimizing an online store for search engines, it's critical that you take into account mobile audiences. More than two thirds of internet users use mobile devices for product research, and that share is likely to increase.
It's a great idea to keep this in mind when you're creating meta descriptions for your pages. We recommend that you use Yoast when creating your meta descriptions. The tool has incorporated buttons on their tool which allow you to switch between mobile and desktop meta descriptions.
When you're creating meta descriptions for a mobile audience try to ensure that your title tags are kept within 40-60 characters, and that your meta descriptions are less than 90 characters long. There are fewer characters displayed on a mobile SERP, as the screen sizes are also smaller.
8 Tips for Optimizing Your Meta Description and CTR
Now you're ready to start creating your own meta descriptions. It doesn't matter if you're already a skilled SEO writer, or if it's your first time optimizing a web page, you'll learn the best writing techniques as you're creating your own meta descriptions.
Just before you dive into meta descriptions yourself, we've created a list of 8 tips that'll help you to optimize your meta descriptions, and increase the CTR for your store:
1. Answer the User's Question
People use search engines like Google to find answers. Your meta descriptions should answer their questions as directly and simply as possible, directing them to click rather than cruise past your site.
2. Consider the Customer Mindset
When writing title tags and meta descriptions, think about where your audience is in their buying journey. Align your messaging with their current mindset and what they're seeking at each stage.
Ask yourself two key questions: What are you offering? Why should they choose you? For product pages, clearly state the product and highlight compelling reasons to buy. Are they ready to purchase? Emphasize that items are in stock, on sale, or come with guarantees.
For informational blog posts, focus on the searcher's need for knowledge. Your meta description should assure them that your content delivers valuable insights or practical guidance.
3. Ensure Your Meta Descriptions Are Relevant
When you're writing a meta description, it's imperative that the copy is relevant to not only the Title Tag, but that it's also relevant to search terms. If you're selling sunglasses and your meta description includes information about handbags, your audience will be confused and unlikely to click on your page.
4. Make It Unique
Meta descriptions serve as branding opportunities. They're mini advertisements and, despite the character limit feeling restrictive, they're excellent promotional tools. Think of them as a continuation of your brand and a chance to clearly define your unique selling proposition using relevant keywords.
Avoid duplicate meta descriptions because they can harm your rankings. Each page deserves its own distinct description that accurately represents its content.
5. Drive Home Your Message
160 characters isn't a lot to work with when you're writing a meta description. Once you've decided on the messaging that you want to use, try to include it as much as you can in the character limit. Every word should be there for a reason, and that reason should be to improve your CTR.
Place your most important keywords at the beginning of your description in case it gets truncated. Avoid overloading with vague adjectives like “awesome” or “showstopping.” Instead, use relevant, active language that naturally conveys value.
6. Create Enticing Meta Tag Copy
Studies show that 8 out of 10 users will click on your page if you have a compelling copy. Take advantage of this information and create the best page titles that you can to generate and secure traffic.
Your meta description shouldn't just describe what's on the page. It should motivate readers to take the next step, whether that's learning more, exploring products, or making a purchase.
7. Take Advantage of CTAs
It's a great idea to include a CTA in your meta description. A CTA like “buy now” is a direct command that may inspire your users to take action and purchase a product from your store.
Your call to action will prompt people to click through by telling them what you offer and what to expect. For ecommerce stores, focus on different motivations behind their search. Craft descriptions that give visitors the information they're seeking, helping them resolve issues or find solutions.
8. Use the Active Voice and Target Keywords
It's always best to use the active voice when you're writing your meta descriptions. Instead of using language like, “All the best styles are found here,” use “Find all the best styles.” This presents a command to potential customers, instead of a suggestion.
Additionally, incorporating relevant keywords assists search engines in understanding your page content. Make sure your phrasing sounds natural and human-written. Avoid keyword stuffing like “Buy Women's Shoes, Women's Tennis Shoes, and Women's Shoes on Sale here!” Instead, naturally tie the keyword into your description in a way that feels authentic to your brand.
Bonus Tip: Test Your Meta Descriptions
Testing meta descriptions helps you discover which ones work best. You can create different versions for the same page and compare their performance.
The primary metric to measure when changing a meta description is click-through rate (CTR). You're more likely to get measurable results if you edit multiple pages and measure them as a group. Sometimes you can change just one page, but it needs decent traffic for the change to be noticeable.
Avoid Meta Description Generators
Many SEO tools come with automatic meta description generators. While they can help brands with thousands of products and limited resources, these automated tools tend to produce robotic copy. If you can afford it, most small brands benefit from writing meta descriptions manually, especially for their highest-priority pages.
Meta descriptions should be one of a kind. Having a dedicated writer craft them individually ensures quality and uniqueness. This snippet represents a crucial opportunity to attract searchers to your listing, so it's too important to leave to an automated generator.
Automated tools are one reason search engines have begun modifying and replacing descriptions. Similar to users conducting searches, Google prefers quality content that satisfies intent over generic templates. While AI tools can assist with drafting or condensing text, human creativity remains superior for crafting compelling, clickable descriptions.
Summary: How to Write Good Meta Descriptions in 2026
Now you're ready to write great meta descriptions for your online store! You'll be able to use the tips and tricks mentioned in this article to start generating even more organic traffic to your ecommerce store today.
In summary, here are all the steps to writing good meta descriptions:
- Answer questions through your description
- Consider the customer mindset and buying journey
- Ensure your meta description copy is relevant to search intent
- Make it unique for each page
- Make full use of meta description length
- Use enticing copy for your meta description tag
- Take advantage of call-to-actions
- Write in an active voice and include target keywords naturally
- Test your meta descriptions for performance
Remember that while Google may rewrite some meta descriptions, focusing on your highest-traffic pages and bestsellers will give you the best return on investment. Well-crafted meta descriptions give you control over how your pages appear in search results and can significantly improve your click-through rates.
How to Write Good Meta Descriptions FAQ
What Should You Include in a Meta Description?
Your meta description is a necessary SERP feature, so you want to make sure it has a simple and engaging summary of your page. Include your values and purpose and address your customers’ search intent. Remember to place primary keywords strategically and organically and be as concise as possible.
What Types of Metadata Are There Aside From the Meta Description?
Meta descriptions are just one type of metadata to be aware of. Others include the title tag (also called a meta title) and meta keywords, though these aren’t as important for SEO any longer.
Do You Need To Write Your Own Meta Descriptions?
While Google and other search engines create snippets of your site by pulling text from the linked webpage, these aren’t always the most relevant and may not reflect how you want your site to be perceived on SERPs. Writing your own meta descriptions gives you far more control over the summaries people see when they find you via search and social media.
How Do Meta Descriptions Impact SEO?
Meta descriptions help browsers and search engines understand your content, so the clearer you can make this metadata, the likelier that engines will deem your content able to answer the right use queries. You can use meta descriptions to boost visibility and CTR, especially if you write them to be as unique as they are useful.
How Do You Write Effective Meta Descriptions?
To write the best meta descriptions, first be hyper aware of the questions you may be answering with the content on your page. Consider your audience’s mindset and where they are in the buyer journey. Make the content unique for each page and get the most out of all 160 characters. Write in the active voice and include keywords naturally, rather than forcing too many into such a short number of word count.