SEO & performance
Meta description
A meta description is the short summary of a page in its HTML head, often shown under the title in search results. It does not affect ranking directly, but it affects whether people click.
Search engines treat it as a suggestion. Google rewrites descriptions it considers unhelpful, and shows its own excerpt when the query matches page content better than the description does. A well-written description therefore earns its place by being more useful than what Google would generate: specific about what the page contains and who it is for.
The useful length is around 150 characters, because longer ones are cut. The useful content is a plain statement of what the page delivers, not a slogan and not a keyword list. A description that reads like a sentence a person would say is more likely to be shown and more likely to be clicked.
Every indexable page needs a unique one. Duplicate descriptions across a site are one of the more common technical findings in an audit and one of the cheapest to fix, since they need no design change at all.
On-page SEO as part of the buildSEO & performance