Unique meta descriptions help you to improve your click-through-rate (CTR) in search engine result pages and should provide an concise yet accurate snippet of content detailing what the page is about. If you are not providing unique or valuable meta descriptions, Google may choose to take different content from your page, which can also reduce CTR.

To fix this issue, ensure that each page has a descriptive and unique meta description. Use Search Success to measure your CTR, so that you can test which meta descriptions drive more traffic. Learn more about this in our wiki and product insights.

Unoptimized and duplicate meta descriptions can result in less clicks and sessions to your website. Use Google Analytics data to find pages with duplicate meta descriptions that receive a high number of sessions, and fix these pages first. Learn more in this article.