How do I write a meta description that gets clicks?

How do I write a meta description that gets clicks?Write meta descriptions that: stay under 155 characters; include the target keyword naturally near the start; promise specific value (numbers, specifics, outcomes); use active voice; include a clear implicit or explicit call-to-action; and differentiate from competing search results visible on the SERP.AnswerMeta descriptions don't directly affect rankings, but they meaningfully affect click-through rate from search results — and CTR is a behavioral signal that affects rankings indirectly. A well-written meta description can lift CTR by 30–60% over generic descriptions, which compounds into ranking improvements over weeks and months.The structural rules: stay under 155 characters (Google truncates longer descriptions on most devices, with the cutoff varying); include the target keyword naturally within the first 80 characters (Google bolds matching terms, increasing visual prominence); use active voice ('Get a free SEO audit' beats 'A free SEO audit can be obtained'); and include either an explicit CTA ('Book a call') or an implicit one ('See pricing for…').The content patterns that consistently outperform generic descriptions: (1) Specific numbers and outcomes — '$4,500–$7,500/mo for SMB SEO in Canada' beats 'SEO pricing varies'; (2) Promises of differentiation — 'Senior practitioners, no junior account managers' beats 'Quality SEO services'; (3) Acknowledgement of buyer concerns — 'Month-to-month engagements, no long contracts' addresses common objections directly; (4) Local context for Canadian businesses — 'Ottawa-based since 2014' establishes credibility immediately.The meta description mistakes to avoid: keyword stuffing (Google may rewrite your description if it appears manipulated); generic descriptions that could apply to any competitor ('Quality service from a leading provider'); duplicate descriptions across multiple pages (one of the most common Search Console flagging issues); and descriptions that don't accurately describe the page content (high CTR with high bounce rate signals deception and hurts rankings).For Canadian businesses specifically: include Canadian context where relevant (city name, province, 'Canadian' as a qualifier) — Canadian users actively prefer Canadian-context results in many verticals. Avoid US-centric phrasing that signals 'this site isn't for me' to Canadian users.The testing approach: Search Console's Performance report shows CTR by query and by page. Filter for pages with high impressions and below-average CTR — these are the highest-leverage meta description rewrites. Test one description change at a time, wait 4–6 weeks for stable data, and measure the CTR delta. Successful patterns can then be templated across similar pages.