It is one of those tiny little factors when optimizing your website: the meta description. Is it a ranking factor? Some disagree, but you can definitely say it is worth optimizing, after all, it is somewhat of an advertisement for your website. When people spot your site in the SERPS, your meta description is what makes them click on your link, right?
In my basic seo training sessions I always explain that the meta description is at least useful for the searchers to distinguish what is on your page and why they should pick your page in stead of another. And that you should always explain to people what they can find on that specific page. However, when I ask them to write down in about 150 characters why their website should be ranked number one they mostly write down how important it is for their business. Not thinking like a searcher people!
Getting your meta description in order is important for that final click. To persuade searchers to click your result in stead of the one above or below yours. But recently it has become more important and more difficult with it. A few changes by Google make that it now is REALLY time to take a look at your meta descriptions. Of every page. (more…)