When writing your excerpt, use concise and direct terms to highlight what your page is about or what services it offers. Do not exceed 150 characters. 

The purpose of a meta description is to help search engines best understand the purpose of your page. When writing meta descriptions, you want to stay around 150 characters and be extremely clear about the purpose of your content. Are you providing a service, educating people on a topic, or discussing the history of your business? Be clear about the purpose of your page and what content is covered. This will help search bots know when to serve your site to people looking for what you provide, and encourage people to click on your page because it’s clear you are trying to meet their needs. 

When choosing your words, try to stick with broad terms that describe your business rather than branded terms or jargon specific to your industry. Imagine you’re someone who has no prior knowledge of your company and what questions or phrases might lead to your business such as “gyms with free weights” or “tennis centers in Houston”. For blogs you can consider getting even more general with phrases like “how to get fit” or “best exercises for beginners”. You’ll want to use a large variety of these phrases to fully encompass the various possibilities that someone might use when potentially in need of your services, but be sure to keep it relevant to your page. If your page content isn’t related to something your clients might need, you may want to ask yourself if you need the page or if the content needs to be rewritten.