Building description tags

The description meta tag is the most important meta tag for SEO.…It's a simple description of the web page.…The tag is used to provide text in search results, the snippet of text…underneath the link to the site.…So this text is extremely important from a conversion standpoint.…It's a call to action, a way to talk directly to the searcher and to encourage…the searcher to click on your link.…On the other hand, it doesn't seem to carry much weight for ranking.…Google has actually stated that they don't use the tag for ranking at all, that…it is purely used to provide text in the search results.…

At the time of recording this video, testing showed that wasn't entirely…true, that in fact Google was indexing the text and using it for ranking to some degree,…though probably not giving it much weight.…On the other hand, being that Yahoo seems to ignore the text, as far as ranking goes,…that doesn't mean you won't want keywords in your description tags; you still do.…In fact, if there are no keywords in the tag, it will rarely appear in the search…