Those 155-Character Page Descriptions Below Your Links Matter
Meta descriptions on search engine results pages (SERPs) attract a person to visit your site. This is something that digital marketers constantly neglect to focus on—perhaps because they think it doesn't matter anymore. But if you're not putting effort into your meta descriptions, you could be missing out on good website traffic that can bring in lots of new leads and customers. So, how can you produce meta descriptions that entice searchers to click?
Meta Descriptions Are Part Of Your SEO Strategy
A meta description is the snippet of information below the link of a search result. Its purpose is to describe the contents of the page to the searcher. The end goal is to convince and persuade the searcher to click through to your website. Any words that match the search term are bolded in the description. The image below shows you the basic anatomy of a search result, including where the meta description fits in.