The number of people that click into your website and continue to browse your website impacts your search engine rankings. The meta description tag is one of the most important items for improving click-through rates from search results pages. The meta description appears below the title tag and includes one to two sentences. Ideally, these sentences compel the end user (a prospective or current family member) to visit your website.
1. Include Keywords
Be sure the most important keywords for your page appear in the meta description. If the meta description includes the searched-for phrase, search engines may highlight it in the results, making it even more likely the user will click into your website page.
2. Put the Most Important Information First
Search engines tend to cut off meta descriptions around 155 characters. It's best to write meta descriptions between 150-300 characters with the most important information first.
3. Create Curiosity
When a user finishes reading your description, they should be curious about what the page will say. Provide just enough information so the searcher knows they've found the right page to answer their question without giving the answer away.
4. Treat it as an Advertisement
Make your meta description compelling. What will they get by clicking into your page? Be sure not to over-promise. Misleading descriptions can increase bounce rate (when the user leaves your website right away).
You have the ability to update your website title tags in your site manager.
Once you're logged into your site manager, visit the page you would like to update. Click the Properties tab at the top. Then, select the SEO tab. Add your description to the Meta Tag Descriptions field.