Meta Description
The HTML meta tag that summarizes a page's content in the search snippet beneath the title link. It is not a direct ranking factor, but it functions as ad copy for organic listings, giving searchers a reason to click. Search engines may rewrite it when they judge another passage more relevant to the query.
Why It Matters
A persuasive, accurate meta description lifts click-through rate from the results page, which brings more qualified traffic without any change in ranking position. It also sets accurate expectations, reducing quick bounces back to search.
Common Mistake
Leaving descriptions blank or duplicated site-wide, letting search engines auto-generate them from random page text. Exceeding roughly 155 characters also causes truncation that cuts off your call to action.