Include Keywords in Meta Description and Increase Your Page's Relevancy

Are you updating the meta description tag for your pages? Make sure you don't ignore this very important tag, and also that you include your target keywords in that description.

The meta description is a way for a webmaster to tell search engines (and through that to people searching) what a particular page is about. Given that, this is one of the factors that search engines look to when assessing what a particular page is about and therefore what the relevancy of that page is to various search terms. If you want the page to be highly-relevant to certain target keywords, make sure to include them in that description. All that said, although meta description helps, it has a "light" effect on overall rankings.

Also, remember that the meta description oftentimes shows up in the search engine results page (SERP) and therefore is a big driver of the clickthrough rate to that result. So, if you're description is comprised of keywords stuffed together, but not logical sentences, a human being is not going to be able to make any sense of it and therefore be less likely to click. So remember, make sure that you build your site and pages for humans and not for search engines.