What should you and shouldn't include in your meta description

Be compelling, accurate, and short. Your edits should not exceed ~155-160 characters. This does not include spaces between words. Meta descriptions are a very important part of SEO because they are the first thing people see when they use a search engine. They should be accurate and include the most important keywords so that people will want to visit your website because it is relevant to their search.

Be as specific as possible. Speak to the user directly by saying, "You", "Your", etc... Keep the text concise and focused on your website's content. Use keywords that your users will be searching for.

Don't include punctuation or other characters that do not contribute to your message. Google will strip these down before showing any of it on its search results pages.

For example--Do not include something like this: "All of Your SEO Needs....... at tHe Best Prices Ever!!!"

Instead, say: "We are a full-service digital marketing agency specializing in local SEO, offering competitive market rate pricing. Click here to learn more about us and how we can take your business to the next level!"

Avoid overstuffing your meta description because it will result in inaccurate messages. If you include too many details, this can deter people from clicking on your website. Remember to keep things concise and clear. 

"A meta description is not a ranking signal, and keyword stuffing within the body of the content doesn't help with ranking higher in search engines anymore. ... However, the meta description has a big influence on your potential customers because they show up in the search engine page results under the link" - SEMrush.com

Last but not least--don't plagiarize other websites' descriptions! It won't do anything for you except get your digital asset in trouble with the big G. So avoid doing that at all costs! :)

How to optimize your meta descriptions for search results

1. Use keywords and phrases wisely. When writing your meta descriptions, make sure to include keywords and phrases that resonate with your search audience. Remember that meta descriptions are not a ranking factor.

2. Be different. A lot of websites are using the same meta description keywords, so include something new and original to make your meta descriptions stand out. If they look like every other website's in your local search group then people won't click on them because they don't seem unique, interesting enough, or your content doesn't look like it will answer their question for their research needs.

3. Watch your word count carefully. The first few lines of your meta description will show up in search results, so you want to keep it short and sweet (less than 160 characters). However, try not to go below 70 characters because Google tends to cut off the rest of the description if you do so. Make sure that all important points about your site are included early on so viewers know what to expect when they get to your site.

4. Include a call to action or question at the end of your meta description. This is another way to convince viewers that you have what they need and they should click on your website for more information about it. Make sure it's phrased as an open-ended question so people can answer it in their own words and Google will know that you are relevant for various keyword phrases related to that question or request.

Meta descriptions are an essential part of search engine optimization because they're one of the first things people see when using a search engine. They should be accurate and include keywords so that viewers will want to visit your website for more information about it.  When writing your meta description, make sure you use terms relevant to what your target audience is searching on Google for--don't overstuff or under-inform with too many or far few details. Remember that while meta descriptions don’t have any effect on rankings, there's plenty at stake in having them optimized correctly: if they are not special, then no one clicks! 

Awesome! You're all set.

Regards,

Rich