Taking the time to write a good meta description is like sending someone a handwritten thank-you note. It’s not widely done, but it’s a nice touch that can make you stand out. Unlike sending that thank-you note, however, you shouldn’t consider writing your description optional. Given its importance to your website being found (if not its SEO), ignoring this would be a huge mistake. How do you write a good meta description, though? Our guide will walk you through the steps.

Meta descriptions do not actually factor into Google’s search algorithm. What they do, however, is compel people to click on your content—particularly if you use a keyword in the meta description that matches the one they’re searching for. It’s a good place for keywords used strategically (i.e. keywords that aren’t jammed together in a nonsensical stew of words). In addition to appearing on Google, the meta descriptions will also appear when you share a link to your content on Facebook and Google+.

Meta descriptions should contain their own kinds of calls-to-action. Just like your actual CTAs should invite people to your landing pages, the meta description should encourage your readers to click on the link and read your content. Things like “Learn the secrets of great inbound marketing,” or “Discover the top trends in blogging for 2013.” It’s not enough to describe the content inside. That, by itself, might not be compelling enough. You have to motivate your readers to want to click and read.

This can be done in more subtle ways than using commands like those listed above. For an example, take a look at the following meta description: