A meta description, including spaces, is a 160-character snippet that summarizes the content of a particular web page.
Meta descriptions are not directly driving SEO. However, because they communicate your message and attract the attention of search engine users, meta descriptions drive user click-through, which is important for SEO.
To write an effective meta description:
- Focus on the value the user will gain by clicking through
- Use active voice
- Incorporate focus keywords
- Include a call to action
- Be specific with details like price or SKU
- Make it unique