Meta Descriptions are pieces of text that appear beneath the links on the Search Engine Results Pages (SERPs).
Meta Descriptions are meant to attract readers to your content beyond what the Title Tag is able to show them, as their character limit is 155 characters vs. 60 characters.
Meta Descriptions are no longer taken into consideration for keywords, and are strictly written for the end user.
Great Meta Descriptions provide more color as to what the page is about, while using a Call-To-Action, or CTA to entice the user to click off the SERPs to the website for more information about their query.
Meta Descriptions Are Still An Important Factor In Search Engine Optimization & User Experience
While they are not a ranking factor on Google and some other search engines, meta descriptions should always be written custom for each page.
There are a couple of search engines that still do count the meta description content as a ranking factor, so leaving them blank is ill advised.
Meta Descriptions also are important for giving users a reason to click from the Search Engine Results Pages (SERPs) to your site’s content.
They also appear as snippet text in links on different platforms, especially if there are no open graph tags on the page.
Sometimes Google will take snippets from your page’s content to create a new meta description on the SERPs render, in the event that it is more relevant to a user’s query than the predefined meta description.