Meta Description.

What is a meta description?

A meta description is a short summary of a web page, written into the page's HTML, that search engines may show as the snippet beneath your link in results. It does not appear on the page itself. Google uses it when it judges that it describes the page well for that search, and otherwise builds a snippet from text on the page.

Why it matters

The meta description is your sales line in the search results. It has no direct effect on rankings, but it influences whether someone clicks your listing or the one above it. A clinic page that says which treatment it offers, where, and how to book will draw more clicks than one showing a stray sentence from the footer. More clicks from the same rankings means more enquiries for no extra spend.

What good looks like

• Unique per page Every important page gets its own description. The same text across hundreds of pages signals neglect.
• Matches the search Describe what the page actually offers to someone who searched for it.
• Key point first Lead with the most important detail, because Google trims snippets to fit the screen.
• Specific details Prices, locations, turnaround times or credentials give people a reason to choose you.

What to do about it

List your ten most important pages: home, main services and key locations. Search for each in Google and read the snippet that appears. Rewrite any description that is missing, duplicated or vague, leading with what you do and for whom, and adding one concrete detail. Then look in Search Console for pages with good positions and a low click-through rate, and rewrite those next.