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Writing a page description gives you control over what appears in the search engine result pages. You get to choose the keywords used in the description, you get to accurately describe the content on the web page, and you get to craft it word by word to make it as enticing as possible. With a bit of practice, doing all these well will increase your click-through rate.

For these reasons, it’s suggested that you write a unique page description for each page on your website.

However, if you can’t come up with a meta description, leaving it blank is also a (less than ideal) option. If your page description is blank, but you have still created a great page that would rank well otherwise, Google will likely create a page description for you, and display this when your web page appears in the Google search results.

Need help explaining this to your boss, or web developer?

Use our concise explanation below to explain this issue via email:

Hi Boss,

There are some page on our website that don’t have their page descriptions set. Page descriptions are important because they are what appear in the search results, and help to entice people to click on our website.

If we don’t set page descriptions, Google may be defaulting to some unappealing text of their choosing.

I’ve got a list of all pages that are missing their descriptions, so I can write some and get them added (or set to our developer).


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