This page has a meta description that is too short (under 90 characters). Extremely short meta descriptions often miss opportunities to include relevant keywords and provide sufficient information about the page content. Meta descriptions serve as a brief preview of your page in search engine results pages (SERPs), effectively functioning as ad copy that entices users to click through to your website. When these descriptions are too short, like "Plumbing services in your area," they fail to differentiate your content from competitors or provide compelling reasons for users to choose your page over others. Additionally, brief descriptions typically lack the space to incorporate important secondary keywords that could help your page rank for related queries.
Meta descriptions that are too short are a common SEO issue that web crawlers flag for correction. While meta descriptions aren't direct ranking factors, they significantly impact click-through rates, which can indirectly affect your search performance. Search engines may highlight and bold terms in meta descriptions that match the user's search query, making your result more eye-catching in the SERP—but only if those terms are present in your description. A description that's too short limits this opportunity. Furthermore, when meta descriptions are inadequate, search engines often generate their own snippets by pulling text from your page that they deem relevant to the search query, resulting in inconsistent messaging that may not align with your intended marketing approach.
Having an adequately descriptive meta description is important because:
The meta description represents one of your best opportunities to "sell" your page to potential visitors before they even reach your website. It functions as micro-marketing copy that should concisely communicate value while incorporating relevant keywords naturally. Optimal-length descriptions (typically 120-155 characters) provide enough space to include primary and secondary keywords, highlight unique selling points, and add compelling calls-to-action—all of which become difficult or impossible with overly short descriptions. Research suggests that well-crafted meta descriptions can increase click-through rates by as much as 5-10% for the same ranking position, demonstrating their significance in driving organic traffic. Additionally, descriptive meta descriptions help set accurate expectations about your page content, which can improve user satisfaction and reduce bounce rates once visitors arrive at your site.
To fix a meta description that is too short:
When expanding a brief meta description, start by identifying the primary purpose of the page and the key information that would convince a searcher to click through. For example, instead of simply "Plumbing services in your area," a more effective description might be: "Professional plumbing services for residential and commercial properties. 24/7 emergency repairs, fixture installations, and drain cleaning with upfront pricing. Licensed experts serving [location]." This improved version incorporates specific services (keywords), highlights availability, mentions credentials, and addresses common customer concerns about pricing—all within an optimal character count. Remember that different search queries may have different user intents, so your meta description should address the likely questions or needs of your target audience. For local businesses, including location information is particularly important, while e-commerce pages might emphasize unique selling points like free shipping or price guarantees.