This tag provides a description of your website or web page. When you enter a description for your web page it will show up under the website title in the Google search engine results listing.

I like to use my keywords in the description tag twice—yes, two times! This has a direct impact on my SERPs in BING and related search engines. The impact to Google is minimal but does help with your overall optimization efforts. If you can, work your keywords into a description that seems natural and be sure to repeat your keyword phrase. Your description should be compelling and accurately describe what users will find when they click through to your page.

This consistency is important to Google and the user experience.

Example of what to do:

“SEO Made Simple can help you improve your Google search results. Read testimonials of those who have already improved their Google search results with these little-known Google secrets.”

Example of what NOT to do:

“Google search results, Google search results, improve Google search results, buy this book to improve Google search

Overemphasizing your keyword phrase and stuffing your web page description can have a negative impact on your search engine results. Try to use your keyword phrase twice and no more. And be sure to generate a descriptive tag that compels browsers to click through to your website. This can provide a significant increase in the number of browsers who actually click through to your site from the search engine results page.