Search engines use the Meta descriptions that appear in the results to let visitors know what a page is about before they click on it. Therefore, optimizing it is crucial for your natural positioning in Google . Here's what a Meta description is, how to write one properly, and its importance.

What is a Meta description?

A Meta description is an HTML tag used to describe the content of a web page. This description will appear on the Google search results page below your page URL and title. To remain correctly visible in Google, it must have a maximum of 140 characters.

Why are Meta descriptions important?

Meta descriptions are displayed alongside the title and URL on the results pages, so they have the power to either help or hurt click-through rates. Placing a keyword in the body of the Meta description has been shown to be an important signal to search engines and can help improve your rankings.
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It certainly plays an important role if it is used naturally without the keyword damaging your description. When it comes to search results, your Meta description (made up of two lines of text as opposed to one for the title and one for the URL) is the most valuable, so take the opportunity to sell your website with a meaningful message for search engines.

How to write Meta descriptions?

Click-through rate on SERPs (Search Engine Results Pages) is a potential ranking factor , so the best way to optimize your meta descriptions is to write them with the goal of getting more clicks.

Imagine that the search results are a traditional advertisement in a newspaper or magazine. Classic print advertising used headlines and slogans to persuade a person to make a phone call or go to an address to buy a product in a store.

With search results, your page title is the headline, your Meta description is the tagline, and the URL is the address. A Meta description is basically a mini-speech for a web page. Therefore, you should use attractive language that makes people want to click on your result.
Tips for creating a Meta description

Google provides a space for a short description of 1 to 2 sentences (140 characters) below each search result. So in 1-2 sentences, your descriptions should provide a compelling reason for visiting your website. Add a call to action, elicit emotion, or offer a specific benefit to visitors.
If it's too long, it won't be fully visible, Google will truncate it, and people won't understand what your website can offer.

If it's too imprecise, people just won't be interested. There are always other results they can click on. Therefore, you should try to connect with the visitor's emotions in two sentences or less.

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Also, it is important to have unique descriptions for each page on your website. An on-site SEO study , conducted by SEMrush, found that about 30% of sites had duplicate meta descriptions and 25% had pages without a meta description.
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Meta description extension
To encourage clicks and drive visitors to your website, do the following with your descriptions:
Make sure they are 1-2 sentences long (140 characters maximum).
Don't forget to include the keyword.
Add a call to action if relevant.
Avoid duplicate Meta descriptions.
Make them meaningful and descriptive and that they match your content.

Stir up an emotion.
Useful online tools to review your Meta descriptions
Here are some useful tools you can use to evaluate your Meta descriptions as you write them:

SEMrush Site Audit - This tool analyzes the health of a website. It will show you a list of problems where you will see the exact error of your website, including duplicate Meta descriptions or where one is missing.