A meta description is a short summary of your page content that can show up in search results under the title tag. Where the title tag communicates the broad focus of your page in our organization’s official terms, the meta description offers a clear explanation of what’s on the page to help users decide if your content is right for them. Meta descriptions can also help search engines rank your page in results.  

Before you start: Be sure to add your description to the page’s summary field (shown below). Our sites automatically pull the description from this area, so there is no need to use the meta tag section in the right sidebar of the backend. 

Now, here are a few tips for writing user-friendly meta descriptions.

Help Users Understand Your Page

Focus on describing exactly what the page covers so users know what to expect. Use plain language, avoid fluff, and lead with the most helpful info.

Keep it Brief

Keep your description short to ensure it’s easy to read and that it’s visible on both mobile and desktop. Somewhere around 90-110 characters (with spaces) should work fine. Use this length-checker tool to confirm your description fits.

Include Keywords (Sparingly)

Add a term or two your audience might use in search. However, keywords should not be your focus. When you accurately describe what the page is and how it can help users, keywords usually come naturally. If they don’t, work them in — just don’t get carried away.  

Avoid Complex Language

To get the most out of your meta description, avoid long titles, technical jargon, organizational language (already in the title tag), etc. Instead of “Loma Linda University Health offers state-of-the-art cardiological care for . . . ,” try  “We offer advanced heart care for . . .”

Write Unique Descriptions

Avoid duplicating meta descriptions across pages. Descriptions that follow a general meta description template are fine. Just make sure each description accurately reflects its specific content, which means no copy/pasting a description from a similar page.

Keep Content Fresh

Sometimes page content can change significantly with updates, new sections, etc. Be sure to update your meta descriptions when your content undergoes major changes, set a routine update interval, and review your page at least once annually.  

By keeping your meta descriptions concise, relevant, and tailored to each page, you may improve visibility and drive engagement. So take a few extra moments to write a strong summary — it can make a big difference for our users and sites.

Meta Description Checklist

  • Enter meta description in the Drupal summary field (not the metadata sidebar).
  • Lead with the most helpful info and explain what the page is about.
  • Use the length-checker tool to make sure your description is fully visible on both desktop and mobile screens.
  • Include 1–2 natural, relevant keywords.
  • Remove technical jargon and complex language.
  • Ensure description isn’t copy/pasted from another page.
  • Set a date to revisit the meta description if you expect the page content to change.