What is a meta description? How does it affect SEO?

A meta description is a brief summary of a web page's content that appears below the page title in search engine results pages (SERPs). It typically ranges from 150 to 160 characters and serves as a preview snippet to inform users about what they can expect on the page if they click through.

Here's how meta descriptions impact SEO:

1. **Click-Through Rate (CTR):**
   - A well-crafted meta description can influence users to click on your link in search results. A higher CTR indicates to search engines that your page is relevant and attractive to users, which can potentially improve your rankings over time.

2. **Relevance to Search Queries:**
   - Meta descriptions should include relevant keywords that align with the content of the page. This helps search engines understand the topic of your page and match it to relevant search queries.

3. **User Engagement Signals:**
   - If users click on your link but quickly return to the search results (indicating dissatisfaction), it can negatively impact your rankings. Therefore, a compelling meta description that accurately reflects your content can attract engaged users who are more likely to stay on your site.

4. **Structured Snippets and Rich Results:**
   - Google sometimes uses meta descriptions to create structured snippets in SERPs, such as displaying ratings, prices, or other relevant information. This can enhance visibility and attract more clicks.

5. **Encouraging Action:**
   - Effective meta descriptions often include a call-to-action (CTA) to encourage users to click, such as "Learn more," "Discover," "Get started," etc. A clear CTA can improve CTR and user engagement.

6. **SEO Best Practices:**
   - While meta descriptions themselves are not a direct ranking factor, they indirectly impact SEO by influencing CTR and user behavior. Higher CTRs and positive engagement metrics can contribute to improved rankings over time.

To optimize meta descriptions for SEO:

- **Be Concise and Descriptive:** Keep your meta description within the recommended length (150-160 characters) and accurately summarize the content of the page.
 
- **Include Keywords:** Incorporate relevant keywords naturally into your meta description to signal to search engines what your page is about.
 
- **Unique and Compelling:** Each page should have a unique meta description that differentiates it from other pages. Make it compelling to encourage clicks.

- **Avoid Keyword Stuffing:** While including keywords is important, avoid stuffing them unnaturally into your meta description. Focus on readability and relevance.

- **Regularly Review and Update:** Monitor your meta descriptions regularly to ensure they remain relevant to your content and aligned with current SEO best practices.

In conclusion, while meta descriptions do not directly impact rankings, they play a crucial role in attracting clicks from search engine users. By crafting compelling, relevant meta descriptions, you can improve CTR, enhance user engagement signals, and ultimately support your SEO efforts.