Meta descriptions although not as important for successful generic SEO campaigns as they were before, are important to get right. META descriptions must be written correctly and contain the recommended number of characters to ensure they fit perfectly within Googles search engine ranking pages SERP. They must also contain your relevant key-phrases and entice your potential customers to click the link when searching in Google and other search engines. Professional keyword research should be completed our prior to writing your META details to ensure you maximise your generic search engine results. Examples for our own website would include: SEO company Ireland SEO Ireland SEO experts Ireland or variations of this to tell potential customers what we do and where we are located.