Keywords: do make sure your most important keywords for the webpage show up in the meta description. Often search engines will highlight in bold where it finds the searchers query in your snippet.
Write legible, readable copy: this is essential. Keyword stuffing your meta description is bad and it doesn’t help the searcher as they’ll assume your result leads to a spammy website. Make sure your description reads like a normal, human-written sentence.
Treat the meta description as if it’s an advert for your web-page: make it as compelling and as relevant as possible. The description MUST match the content on the page, but you should also make it as appealing as possible.
Length: a meta description should be no longer than 135 – 160 characters long (although Google has recently been testing longer snippets). Any longer and search engines will chop the end off, so make sure any important keywords are nearer the front.
Do not duplicate meta descriptions: As with title tags, the meta descriptions must be written differently for every page. Google may penalise you for mass duplicating your meta descriptions.
Consider using rich snippets: by using schema markup you can add elements to the snippets to increase their appeal. For instance: star ratings, customer ratings, product information, calorie counts etc.
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