What is a description? Let's understand the meaning and the appropriate number of characters and check the effective writing style for SEO!

"Description" is indispensable when considering SEO measures.

What does description mean and what does it mean in the first place?

What is a description?

What is a description?One of the meta tags in HTML, officially a meta descriptionIt's called.


To make it easier to understand, it is the explanation displayed at the bottom of each site on the search result page, as shown in the image above.

Nowadays, many sites use CMS such as WordPress, and I think that there are few cases where the description is statically inserted in HTML. Looking at the source code, it looks like the image below.

It is necessary to describe using tags.


* The description displayed on the search result screen may be excerpted by Google, so it may differ from the source code as shown in the image. I will explain about this later.

What does the description mean? Is it related to SEO?

The bottom line is that you can just include or set keywords in your description.Not directly involved in SEO.. Since it is set, the ranking does not change.

So why do we need to set the description?

that is,To increase the click rateis.


In most cases, it is difficult for the searched user to meet the needs even if only the title is viewed. Of course, it's important to set the title clearly, but the description plays an important role as an auxiliary element to explain the content of the page.

Therefore, by setting a description that satisfies your search intent, you can increase the chances that users will be interested and clicked.

Setting the description is an important element as an indirect SEO measure.

Appropriate number of characters in the description

As a premise, let's understand that the number of characters displayed is different between desktop (PC) and mobile (SP).

In the case of desktops, it was generally accepted that around 120 characters was appropriate, but as of July 2022,Around 100 characters at the maximum, around 70 characters on averageYou can confirm that.

In the case of the mobile version, around 50 characters are the theory.

It is better to pack the minimum explanation in about 50 characters so that each can be displayed without problems.

Cases where the number of characters in the displayed description is different

Depending on the site, the number of characters may change slightly. I haven't investigated the detailed logic, but oneAs a big point, the case excerpted by Googleis.


This is an example of our company displayed with a certain keyword. The top and bottom sites have a date at the beginning of the description. The above site is dated90 characters, Without the date77 characters.. The site below is dated102 characters, Without the date89 characterswas.

On the other hand, our description is excerpted by Google, so there is no date display.

for that reason,101 charactersI was able to confirm the longest description without the date.

This logic cannot be called 100%. However, looking at the source code of the site where the same phenomenon was confirmed, the displayed description and the set description were different, so it can be said to be a powerful theory.

Why does Google generate its own snippet?

"I want the search query to match the page exactly," said John Mueller of Google.

Article content such as blogs relies on a wide variety of long tail keywords to answer a variety of questions within a single content.

For example, let's say you're writing a laptop article. The article also talks about desktop types. But all meta descriptions are about laptops.

For users who want information about their desktop, the site feels like they don't have information about their desktop.

From such an example, it can be said that the snippet generated by Google is at risk.

How to write an effective description


For the pages displayed at the top, the click rate is significantly affected by how the description is written.

Let's touch on the content and content of the page specifically, not the rough content.

Set natural text, polite description, and text that users will want to click on.

I will also touch on bad examples below.

Example of how to write a bad description 1. Pack keywords

In the old days, there was a theory that "packing keywords in the description is effective for SEO", fossil SEO players of the past make such a statement.

Absolutely not.

It's okay to include keywords in the right range and in natural sentences, but don't stuff them unnaturally as they will make users feel unnatural and even Google will be suspicious.

▼ Bad example: Example of keyword "SEO"

"This is the basic content of SEO that the SEO staff of the SEO company explains in detail about SEO. If you want to learn SEO and master SEO, please read this basic content of SEO."

How to write a bad description 2. A sloppy explanation

Roughly, avoid descriptions that are too simple.

With the nuance of "please come to the site and read the article for details", I dare to keep the explanation simple. I understand that feeling, but user-first and careful content design is the priority.

Be prepared to expose everything and politely touch on the information your users may be looking for.

▼ Bad example: Example of keyword "SEO"

"There are many things written about SEO."

You don't have to set a polite description on every page

There is no need to manually include meta-descriptions on pages that may not be ranked, such as form pages and privacy policy pages.

Depending on the page, decide in advance whether the minimum amount of text is sufficient or whether you should set up an appropriate description.

A page that should always contain a meta description

On the contrary, let's talk about the pages that should be set up.

Home page (front page)

The home page is the most important page on the site.

Homepages, in particular, tend to have stronger images and design elements and fewer paragraphs and text than other pages. Set up a meta description with an appropriate number of characters and contents.

Product or category page

Perhaps the users who visit your product or category page are in the late stages of your prospects.

You should install the description while making the finest adjustments possible.

Pages with many impressions

Improving the description of unranked content does not directly improve traffic or sites.

First of all, let's check from the search console of your company's site and focus on the page displayed at the top.


Meta descriptions do not directly affect SEO or ranking rankings.

However, since it has a great influence on the user's click rate, it has a great influence indirectly.

Identify the points to focus on the description so that you can write the appropriate description.

I hope this article will be of some help to you.
If you have any questions after reading the article, feel free to Twitter (@kaznak_com) Etc., please ask.

see you.

Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"
Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"