The meta description does not directly affect ranking, but it decides whether someone clicks the result. A good description is specific and includes a benefit and a call to action.
What it means in practice
A meta description is a short page summary (usually up to about 155 characters) that Google may show under the title in search results. It isn’t visible on the page itself, but it often decides whether someone clicks your result.
Why it matters for your business
Although the description doesn’t directly affect ranking, it affects clicks – and more clicks means more customers from the same position. A good description is like a mini advert: it says what you offer and why it’s worth clicking.
Examples and good practice
- Include the service, town and a concrete benefit, e.g. “appointment within 48 h”.
- Add a call to action: “See prices”, “Book a measurement”.
- Every page should have its own unique description.
- Stay under about 155 characters so it isn’t cut off.
How Novi handles it
Every Novi page has a hand-written meta description with service, location and benefit. You can change it in the CMS at any time.
