There are many factors that contribute to high site rankings and although Meta description tags may not be at the top, they do have a purpose and must be given the attention they are due. The best Meta description tags will make it more likely that once your website comes up in the top search engine results, people will click onto your site rather than others that also have high rankings.
When someone conducts a search for say, running shoes, they will be presented with several choices, all of which are related in some way to that query. Having a brief, succinct description of what a specific page on your site is about will help people in determining if your site is the one most likely to be of interest to them. Each page on your site will need a Meta tag description that tells potential clients what that page is about. The content, quality and style you choose to write these descriptions should be uniform throughout each page of your website and be about 175 characters but, never more than 200 characters in length. Well written and accurate Meta descriptions are also sometimes used by search engines, such as Google, to give users a brief summary of a website page. Putting some thought into Meta tag descriptions can certainly help in raising one’s click-through.
When planning these “snippets” of information, it is important that each page of your website has a well written Meta description, that they are unique and represent the content of that page and remember that grammar and proper sentence structure are not factors here. Concise, relevant and brief descriptions are key factors in producing quality Meta tag descriptions.
Keep in mind also that the way search engines generate these descriptions and page titles are 100% automated. Understanding that this process is not “personal” may help in the writing process to ensure that the descriptions one comes up with for each page clearly represents the content contained on that page and convince users that your site is the one that will help them find what they are looking for