How to Write a Meta Description: Template + Examples

July 21, 2026· 5 min read

The meta description is the grey text under the blue link in Google search results. It doesn't directly affect your ranking - but it heavily influences whether someone clicks your link or a competitor's.

The right length

120 to 160 characters is the target range. Shorter feels abrupt, longer just gets cut off by Google with "..." - losing your actual key message.

A formula that works

A proven structure for SME pages: [what you offer] + [for whom / where] + [concrete benefit] + [call to action].

Template

"We offer [service] in [location/region]. Discover [benefit] now and get a free [action]. Your partner for [industry] since [year]."

Three real-world examples

Trade business

"Emergency plumbing in Zurich - on-site within 60 minutes. Fair prices, transparent quotes, serving you for 15 years. Call now."

Consulting firm

"HR consulting for SMEs in Switzerland: from recruiting to labor law. Free initial consultation - no obligation. Book your slot now."

Online tool / SaaS

"Screen job applications automatically with AI - in under 30 seconds per resume. GDPR-compliant, Swiss provider. Try it free for 7 days."

Common mistakes

Reusing the same description across multiple pages
Just stringing keywords together instead of writing a real sentence
No clear call to action at the end
Burying the most important information at the end of the sentence (often cut off)

The Seoly check instantly shows you whether your meta description is missing, too short, or too long - including a live preview of how your listing looks on Google.

Check your meta description now