#07: Are higher-traffic B2B websites more likely to write their own Google descriptions?

We analysed 20,329 B2B websites to understand how many business websites are leaving their homepage descriptions up to Google.

Your homepage meta description gives you an opportunity to explain what your business does and give potential customers a reason to visit your website.

Our data shows a clear relationship: as organic traffic increases, the percentage of B2B websites without a homepage meta description falls.

That doesn't mean adding a meta description will cause a website to receive more organic traffic. Many factors influence search performance.

What it does show is that higher-traffic B2B websites are considerably more likely to have taken control of how their homepage is described in search results.

For businesses receiving only 1–100 organic clicks per month, more than one in five are still leaving that decision to Google.

For websites receiving more than 1,000 organic clicks, that falls to fewer than one in eleven.

A meta description is a relatively small part of a website, but it appears at an important point in the customer journey: when somebody is deciding which search result to click.

If your homepage doesn't have one, it's worth fixing.

Not because a meta description alone will transform your organic traffic, but because getting the fundamentals right is something we see much more frequently among B2B websites already attracting higher levels of organic search traffic.