On-Page SEO for UK Schools
Tips for Writing Effective Meta Descriptions (UK Schools Edition)
Published by SEO for Schools • Author: Paul Delaney
Goal: Write meta descriptions that consistently earn the click from UK parents and carers—while staying aligned with Google’s guidance and your safeguarding obligations. This advanced, practical guide covers what meta descriptions do (and don’t do), how Google rewrites them, wording patterns for school templates, QA/governance, and edge cases. It’s designed for lean CMS setups: all checklists are print-screen cards—no downloads needed.
Meta description reality check (what Google uses)
Meta descriptions do not directly improve rankings. Google uses them to help generate snippets that explain why a page is relevant—primarily impacting click-through rate (CTR). Google may also rewrite your provided description using visible on-page content if it better matches the user’s query or if your description is low quality or misleading. (Sources: Google Search Central documentation on snippets/title links and meta tags.)
- Good descriptions are still valuable: they provide a strong default snippet for many queries.
- Google may assemble snippets from body text; therefore, your first paragraph and section intros matter.
- You can limit snippet content using directives (e.g.,
max-snippet,data-nosnippet), but heavy restriction can reduce relevance.
References: Google — SEO Starter Guide • Google — Control snippets in search results • Google — Robots meta tags.
Eight principles for high-performing descriptions
- Write for the searcher’s task. For schools, that’s typically: term dates, absence reporting, admissions, uniform, safeguarding, contact.
- Lead with the outcome. “View term dates and holidays for 2025/26. Download a printable calendar.” (If your CMS can’t host downloads, switch to “See key dates at a glance.”)
- Front-load key nouns. “Admissions, criteria, deadlines and how to apply.” Front-loading improves truncation resilience.
- Use plain English. Follow GOV. UK content design: short sentences, verbs, and active voice.
- Reflect the page—don’t oversell. Misleading text triggers rewrites and reduces trust.
- Include one intent-matching call to action. “Check dates”, “Apply online”, “Contact the office”.
- Treat the first paragraph as a backup description. Google often quotes it; keep it crisp and task-oriented.
- Localise gently. UK spelling and terms (school year, INSET days, admissions criteria) for query alignment.
Copy patterns for common school pages (ready to adapt)
Admissions (Apply)
Pattern A (general): “Admissions for September [YEAR]: eligibility, key dates and how to apply. See oversubscription criteria and what happens after you submit. Apply online or contact our admissions team.”
Pattern B (open events focus): “Thinking of joining us in [YEAR]? View admissions criteria, deadlines and how to apply. Book an open evening or school tour online.”
Term Dates
Pattern A: “Term dates for [YEAR/YEAR]: Autumn, Spring and Summer terms, INSET days and holidays. Check dates at a glance—no PDF required.”
Pattern B: “Find school term dates for [LOCATION], including half-term and INSET days. Easy to read on mobile.”
Absence & Attendance
Pattern A: “Report a pupil absence quickly and view our attendance guidance. When to keep children off school and who to contact.”
Pattern B: “How to report an absence today, authorised vs unauthorised absences, and support if attendance is a concern.”
Safeguarding
Pattern A: “Safeguarding at [School]: how we keep children safe, who to contact with concerns, and links to policies and external support.”
Pattern B: “If you’re worried about a child, here’s how to contact our Designated Safeguarding Lead and find urgent help.”
Uniform
Pattern A: “School uniform list, PE kit, where to buy and second-hand options. Check sizes, prices and what’s optional.”
Policies
Pattern A: “Browse school policies, including safeguarding, behaviour, attendance and SEND. View summaries and latest review dates.”
When Google rewrites your snippet (and how to influence it)
Google may ignore or rewrite your meta description if it’s missing, duplicated, misleading, severely truncated, or doesn’t answer the query. To influence the snippet towards your preferred copy:
- Write a good description and match the first paragraph to it (coherent meaning).
- Ensure headings reflect the same task language (H1/H2 mirror the description’s nouns).
- Use snippet controls sparingly (
max-snippet,data-nosnippet)—only to prevent poor fragments (e.g., cookie text) from appearing.
References: Google — Control snippets in search results • Google — SEO Starter Guide.
Length, pixels & truncation (UK-practical guidance)
- Target ~140–160 characters for a robust desktop snippet; mobile can truncate differently. Prioritise clarity over counting.
- Front-load key information so the important bit appears even if truncated.
- Avoid quotes and exotic characters that can break or shorten snippets.
- Don’t duplicate across pages: unique descriptions help users choose the right page.
Standards context: HTML supports <meta name="description" content="…"> as a summary. (WHATWG HTML.) Google chooses snippets dynamically based on the query. (Search Central.)
Safeguarding & UK GDPR considerations
- Never include pupil-identifiable data or sensitive matters in descriptions (they are public and cached).
- Use neutral phrasing for sensitive topics (e.g., safeguarding, SEND) and link to support routes.
- Keep contact details accurate for time-critical pages (attendance, reporting concerns).
References: ICO — UK GDPR guidance • DfE — Keeping children safe in education (KCSIE) • GOV. UK — Content design guidance.
QA, governance & measurement
Pre-publish checks (5 minutes)
- Does the description match the page’s main task?
- Is it unique within the site?
- Is the first paragraph a good backup snippet?
- Are H1/H2 aligned with the description’s keywords (not stuffed)?
- Is there a natural CTA (“Apply online”, “Check dates”)?
Governance (MAT or multi-site)
- Maintain a pattern library for Admissions/Term Dates/Policies.
- Quarterly audit for duplicates and low-quality text.
- For sensitive pages, include SEND/DSL review for tone.
Print-screen checklists (no downloads)
Meta Description 10-Point QA
Screenshot or print this card- Unique per page (no duplication).
- Leads with the user’s task/outcome.
- Front-loads key nouns (Admissions, Term dates, Absence).
- Matches first paragraph (backup snippet).
- Plain English, active voice (GOV. UK style).
- Contains one clear CTA.
- ~140–160 characters (but clarity over count).
- Safe for safeguarding/UK GDPR.
- No quotes/exotic characters likely to truncate.
- H1/H2 align with description.
Patterns Cheat Sheet (copy & adapt)
Screenshot or print this card| Page | Template copy |
|---|---|
| Admissions | Admissions for September [YEAR]: eligibility, key dates and how to apply. See oversubscription criteria and what happens next. Apply online. |
| Term Dates | Term dates for [YEAR/YEAR]: Autumn, Spring and Summer terms, INSET days and holidays. Check dates at a glance. |
| Absence | Report a pupil absence now and view our attendance guidance. When to keep children off school and who to contact. |
| Safeguarding | How we keep children safe at [School], who to contact with concerns and where to find urgent help. |
| Uniform | Uniform list and PE kit, where to buy and second-hand options. Sizes, prices and what’s optional. |
FAQs (Featured Snippet-ready)
Do meta descriptions affect rankings?
No. They are not a direct ranking factor, but they influence CTR by describing the page. Google may generate snippets dynamically from your page if that better answers the query. (Search Central.)
Why is Google not showing my description?
It may be missing, duplicated, misleading, too short/long, or not a good match to the query. Align your first paragraph and headings with the description and ensure the copy answers the user’s task. Consider snippet controls carefully.
How long should a description be?
Aim for ~140–160 characters as a pragmatic range, but prioritise clarity and front-loading. Snippets are query-dependent and may vary on mobile vs desktop.
Can I stop Google from using certain text?
You can use data-nosnippet to exclude specific sections and max-snippet to limit length. Use cautiously, or you might reduce snippet relevance. (Search Central: Control snippets.)
Need practical SEO support?
Speak With Paul Delaney
Paul Delaney helps schools turn complex SEO into simple, effective actions. As a guest writer for SEO for Schools, Paul shares step-by-step playbooks and evidence-based guidance that busy teams can apply immediately. With three decades’ experience working with UK and international institutions, he understands the challenges school teams face and is well positioned to offer support and guidance.
For our readers, Paul offers free 30-minute sessions for institutions exploring how to raise visibility, strengthen brand trust and streamline admissions. Sessions are practical, jargon-free and free from sales pressure. You can contact him using the buttons below—please mention SEOforSchools.co.uk.
