Meta description tags, while not important to search engine rankings, are extremely important in gaining user click-through from search engine result pages (SERPs). These short paragraphs are webmasters opportunity to advertise content to searchers and let them know exactly what the given page has with regard to what they’re looking for. The meta description should employ the keywords intelligently, but also create a compelling description that a searcher will want to click. Direct relevance to the page and uniqueness between each page’s meta description is key. The description should optimally be between 150-160 characters.