Meta description

The meta description isn't a ranking factor, but it's your ad copy in the SERP: a compelling one earns clicks that a blank or auto-generated snippet won't. Google frequently rewrites it — often pulling a passage that better matches the query — so write one anyway for the queries you care about and keep it around 150 to 160 characters before truncation. When a search term matches words in your description, Google bolds them, so working the target phrase in naturally can lift visibility.