A good meta-description tag must have several characteristics to be effective:

* It must be brief,
* It must promote the click,
* It must be understandable.

Many other characteristics come into play in the quality of this tag: it must be unique for each page (Since each page has different content), etc.. In any case, what seems most important is to say the most important to users so they will want to click on your result.

Many webmasters still think that the meta-description has a considerable impact on SEO. In fact, they are bent on stuffing the keywords.

Too bad when you consider that Google reserves the right to replace this tag with an extract of the page (Or description of the site in the Open Directory if it is the home page and the site is listed in this directory).

The purpose of a meta description tag is to-prompt the user to click by providing a maximum of relevant information. In summary: consider the space as a preview page content (Such as functionality, instant preview of Google ‘).

It should therefore provide important information to the user, for example a shop, enter the product characteristics in the description of a product page. In a twinkling the user will know what it is, if that is what he wants he will not hesitate to click and you win a visit qualified.

Show by example the following information for a product:

* The brand
* Product category,
* The model,
* Color,
* Quantity,
* The price.

With this information, the user will have all the elements in hand to see if the page offers him what he wants. If so, you’re very far from the conversion.