Meta data

All web pages must have meta descriptions to produce the best results possible when users search from external search engines or internal search.

What is a meta description?

A page's meta description gives Google and other search engines a summary of what the page is about. It also helps the reader decide whether they should click through to the page.

The description might be displayed as a snippet under the meta title in search results.

Why is a meta description important?

Having a good description will increase the chances of a user visiting your web page through search results.

<meta name="description" content="Make the page more accessible by adding meta data to each page">

Your meta description can be unique, or may also be used as the introductory text or lead paragraph for your page.

How to write a meta description

  • If possible, the subject matter expert should write the meta description as they have the best understanding of the content and the keywords that would be applicable.
  • Write a brief description about the content in the page: a sentence or two or a short paragraph.
  • Make it compelling and keyword rich. Include the words your audience would use.
  • Use a call to action where appropriate to encourage a click-through.
  • Use verbs and active voice.
  • Do not exceed 150 characters including spaces.


Examples of good meta descriptions

  • Opt in to a new business intelligence program for principals.
  • Use the NSW Department of Education content style guide for all department websites and publications.
  • These guidelines will help you write in the right tone of voice to make sure everyone who interacts with our content has a consistent experience.
  • Social media provides an opportunity to engage and interact with our various audiences, promote staff expertise and share valuable information.


  • Don’t use information or data that could go out of date.
  • Don’t try to use all the keywords from the page. It’s better to have a clear and concise description using a couple of keywords.
  • Don’t make something up if you don’t understand the content.
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