I've been doing some onsite SEO maintenance, which means overhauling my meta descriptions. Just wondering what some of the strategies are that you guys use when writing meta descriptions. Furthermore, how important do you think keywords are in the meta description, and why?
A keyword that matches the search query gets bolded and so is a bit more eyecatching - has no influence on how Google ranks the listing though. Your snippet is an ad - I apply similar principles as I do to writing an adword ad.
My strategy for meta descriptions and keywords? Sod all. I've not bothered with them in years. Domains, URLs and content are king (for on-page seo).
Keywords in the meta description are VERY important... not from a ranking perspective... but having the right keywords in your meta description can maximize how often it is shown as the Google snippet. Having a well written meta desciption can also increase click-thru-rates when your URL is shown in the SERPs. My strategy for optimizing the meta description is to write 1-2 sentences that contain ALL keywords from the <title> element and a good call to action. If you've optimized your page properly then your <title> should have the keywords most often used to find your page's URL in the SERPs. If you know how Google chooses the search snippet then including the keywords from the <title> in the meta description when mean it gets shown as much as possible as the Google snippet. Getting it shown as much can drastically improve click-thru-rates assuming it's well written and includes a good call to action.
I am inclined to disagree with tdf......while I agree that what you mentioned for on-page SEO priorities are accurate and valuable - I think meta descriptions are also extremely important. What good is your number one position for your target keywords if the link never converts because the description is terrible? I think good meta descriptions not only bring more visitors, they bring more of the visitors you want. Also, they can skyrocket your click-thru if you're in a top spot, and they can help make up for a lower position on the page by capturing those searchers who bypassed higher-positioned pages with poor descriptions.
I used to ignore meta description since it's not counted by google in their algorithm. However, as has been said earlier, it matters for the reader because it gives a good description of what your article is about, thereby increasing click-throughs.
As much as possible meta descriptions are short as well as the keywords are properly indicated on the sentence.