Meta descriptions are HTML attributes that provide concise explanations of the contents of web pages. Meta descriptions are commonly used on search engine result pages (SERPs) to display preview snippets for a given page.
<meta name="description" content="This is an example of a meta description. This will often show up in search results.">
Optimal Length for Search Engines
Roughly 155 Characters
What is a Meta Description?
Meta description tags, while not important to search engine rankings, are extremely important in gaining user click-through from SERPs. These short paragraphs are a webmaster’s opportunity to advertise content to searchers and to let them know exactly whether the given page contains the information they’re looking for.
The meta description should employ the keywords intelligently, but also create a compelling description that a searcher will want to click. Direct relevance to the page and uniqueness between each page’s meta description is key. The description should optimally be between 150-160 characters.
<meta name="description" content="Here is a description of the applicable page">
SEO Best Practices
Write Compelling Ad Copy
The meta description tag serves the function of advertising copy. It draws readers to a website from the SERP and thus, is an extremely important part of search marketing. Crafting a readable, compelling description using important keywords can improve the click-through rate for a given webpage. To maximize click-through rates on search engine result pages, it’s important to note that Google and other search engines bold keywords in the description when they match search queries.