Meta descriptions don't directly affect rankings, but they're critical for getting clicks. When your page appears in Google's results, the meta description is often what users read to decide whether to click. A compelling description that matches search intent can increase your CTR by 20–40% compared to a generic or missing one. Higher CTR means more traffic at the same ranking, and sustained CTR improvements can indirectly boost rankings because Google interprets clicks as a relevance signal. Google rewrites meta descriptions about 60–70% of the time, pulling text from your page that better matches the specific query. This doesn't mean you should skip writing them. Your custom meta description still appears for branded searches and many informational queries, and it sets a baseline for what Google might pull. When we write meta descriptions at Ottawa SEO, we aim for 140–155 characters, front-load the primary keyword naturally, and include a clear value proposition or call to action. The real value is differentiation. In competitive SERPs, especially for commercial keywords in markets like Toronto or Montreal, your meta description is often your only chance to stand out from competitors ranking right next to you. If your competitors have vague descriptions and you clearly state what makes your offer different, you win the click even if you're in position 3 instead of 1. One mistake we see constantly: stuffing keywords or writing for bots instead of humans. Meta descriptions are ad copy, not a place to repeat your title tag. Write them to persuade someone who's already seeing your page in results. Think of them as your 150-character pitch. If your meta description reads like every other result, you're leaving traffic on the table regardless of how well you rank.