A Guide to Meta Descriptions in 2025

Meta descriptions may not be a direct ranking factor, but in 2025, they’re more influential than ever. With Google’s Search Generative Experience (SGE) summarising results and offering AI-driven overviews, a well-written meta description can mean the difference between visibility and invisibility.

In this guide, we’ll break down what’s changed, how to write better meta descriptions, and how to implement them across platforms like Wix and WordPress. Plus, we’ll provide examples and tools to help you get it right every time.

What Is a Meta Description?

A meta description is a short HTML attribute that summarises the content of a webpage. It appears beneath your page title in search engine results and often determines whether a user clicks your link or scrolls past it.

Example:

Title: Best Dog Breeds for Families in the UK. Meta Description: Discover the top dog breeds for family life in the UK. Learn which breeds are kid-friendly, low-maintenance, and perfect for first-time dog owners.

Why Meta Descriptions Still Matter in 2025

Despite advances in AI-generated snippets and Google’s ability to rewrite meta descriptions, writing your own still matters. Here’s why:

• CTR booster: A compelling meta description increases click-through rates, even if rankings stay the same.

• Control the message: If you don’t write one, Google will guess — and the result may not be great.

• SGE optimisation: AI-generated summaries often pull from meta descriptions as a signal, especially for clarity and conciseness.

The Anatomy of a High-Performing Meta Description

Before we dive into platform-specific steps, let’s cover what makes a good meta description in 2025:

• Length: 145–160 characters (Google often truncates anything longer)

• Clarity: Say exactly what the user will find on the page

• Keywords: Naturally include primary keyword(s)

• Tone: Match the searcher’s intent — informative, transactional, or navigational

• Call to action: Encourage clicks (e.g., Read more, Find out how, Get started)

How to Write a Meta Description That Works

Here’s a quick 4-step process:

1. Identify the search intent. Is the user looking to buy, learn, compare, or solve a problem?

2. Summarise the page accurately. Don’t mislead; bounce rates will spike.

3. Use natural language. Write like a human, not a bot.

4. Test variations. A/B testing meta descriptions in Google Ads can inform organic optimisation.

   
   

Example for a service page (Link Building Services UK):

Improve your rankings with high-authority backlinks from UK-based sites. Explore our ethical link building strategies today.

How to Add Meta Descriptions in WordPress (2025)

Option 1: Using Rank Math SEO

1. Install Rank Math if not already.

2. Open the post/page editor.

3. Scroll down to the Rank Math SEO section.

4. Under the Snippet Preview, click “Edit Snippet.”

5. Enter your meta description in the field provided.

6. Save or update the page.

   
   

📘 Official Rank Math Setup Guide

Option 2: Using Yoast SEO

1. Install Yoast SEO.

2. Go to the post or page editor.

3. Scroll to the Yoast SEO panel.

4. Click “Google Preview.”

5. Add your meta description in the box.

6. Yoast will show a preview with a length bar (stay in the green!)

   
   

📘 Yoast Meta Description Tips

How to Add Meta Descriptions in Wix (2025)

1. Open your Wix dashboard.

2. Go to SEO Tools → SEO Settings.

3. Choose the page you want to edit.

4. Under the SEO Basics section, you’ll see “What's the page about?”

5. Enter your meta description (Wix shows a live preview).

6. Click Publish.

   
   

📘 Wix SEO Guide: Adding Meta Tags

💡 Tip: Wix now supports dynamic meta descriptions for blog posts using variables. Use fields like {post.title} or {post.excerpt} to automate bulk optimisation.

Platform Comparison Table

Platform	Method	Plugin/Tool	Live Preview	AI Assist
WordPress	Manual / Plugin	Rank Math, Yoast	✅	Rank Math Pro
Wix	Built-in	SEO Tools	✅	Built-in AI for SEO
Shopify	SEO tab in product/page editor	No plugin needed	✅	Basic AI help
Squarespace	SEO Settings per page	Native	✅	Limited

How to Optimise Meta Descriptions for Google’s SGE

Search Generative Experience (SGE) pulls semantic and intent-matching snippets for AI-powered overviews. Here's how to write with SGE in mind:

1. Focus on entities and context. Instead of stuffing keywords, explain what the content is about using related phrases and structured language.

2. Answer the query upfront. Think “summary answer” much like a featured snippet.

3. Avoid vague language. "Click here to learn more" no longer cuts it.

   
   

SGE-Friendly Example:

Learn how to write effective meta descriptions in WordPress and Wix. Step-by-step tutorials with examples tailored for SEO in 2025.

Tools to Help You Craft Better Meta Descriptions

• SEOmofo SERP Snippet Tool: Live preview of what your title and meta description will look like.

• Portent’s SERP Preview Tool: Great for testing how your snippet appears on different devices.

• SurferSEO: Analyse top-ranking pages and extract real meta data from competitors.

• Ahrefs Webmaster Tools: Audit pages missing meta descriptions or those too short/long.

FAQs: Meta Descriptions in 2025

Q: Will Google always use my meta description? A: No. Google often rewrites snippets, especially if your description doesn’t match search intent. But a well-optimised description still influences what Google might show.

Q: Are AI-written meta descriptions a good idea? A: They're improving, but still require a human touch. Tools like ChatGPT or Jasper can help draft, but always revise manually for tone and accuracy.

Q: Should every page have a unique meta description? A: Yes. Duplicates lower CTR and dilute your message across SERPs.

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Final Thoughts

In the evolving SEO landscape of 2025, meta descriptions remain your pitch in the crowded search results. With the rise of SGE and richer snippets, the goal isn’t just to rank — it’s to stand out. Whether you're on WordPress, Wix or another CMS, now’s the time to audit and improve your metadata strategy.

• Start with intent

• Add clarity and keywords

• Use platform tools

• Monitor performance and test

Need help optimising meta descriptions for your site or clients? Contact Digitally Unique for tailored content and SEO support that scales.