Meta descriptions are one of the key building blocks to gaining more traffic through organic search results. For those of you that are unsure of what a meta description is, it is the brief explanation of the page content found below the page title on a search engine results page (SERP). Here is a brief example of search results about San Diego, CA’s Balboa Park. Notice the meta description is not complete. It was automatically truncated to 16o characters.
Since Google limits the meta description to 160 characters, you need to keep them as short and sweet as possible while including as much relevant information and main keywords as you can without sounding forced. Google does sometimes use relevant text from the page to create a new description, but that will only happen when the text on the page is more relevant or useful based on the search query. It is also vitally important to ensure your meta descriptions are interesting. If your writing is boring and does not highlight a benefit to clicking on your page, nobody will choose you. Make it unique and see the clicks start to add up.