Meta descriptions are HTML attributes that provide search engines and people a summary of what a web page is about. The description meta tag is placed within the
<head> element of your HTML document. Meta descriptions aren’t a ranking factor in Google.
The meta description of a page is the text that appears under the page title in search results. You’re probably familiar with them, here’s what they look like in Google:
Here is an example of the code you need to place in the
<head><meta name="description" content="This is Tom Donohoe's example meta description for the learn section of my website. I hope this appears in Google Search results."> </head>
When you’re writing a meta description you must keep two things in mind, first people search for content and second search engines trying to present that content. I believe people are more important when writing a meta description, so you should be writing to enticing people to click through to your website.
Write meta description that entices a user to click through to your page but also clearly describes what the user will find if they were to click through to view your content.
Meta descriptions should be unique to every page on your website.
When possible include your primary keyword in your meta description. It is not a ranking factor, however, Google will place it in bold, which can help improve your click-through-rate.
Google constantly tests and changes their meta description length but most SEOs recommend to keep them under 160 characters. Additionally, Google won’t always use your meta description they automatically generate one from your content.
You’re competing against ads, Google’s new search features and other organic results for clicks, so you need to highlight your point of difference to get the click over competitors.
Tell people what you want them to do next. Close your description off with a strong call to action to push them through to your website.