If you’re not making it to top spot in Google for your desired keywords but you have a great meta description, you might get just as many visitors.

Most people who know anything about the internet are not confident enough to hit the “I feel lucky” button. Most people want choices so they’ll look at a few things when they do a search before they decide to click.

URL Name

If you’re in the top five spot they’ll probably check your URL name and see how relevant it sounds. This is a good reason to be choosy about your domain name.

Meta Description

The few sentences that describes what the page is about is something that’s going to make a bit difference. If you’re in spot three and your meta description is better than spot one or two, you’re going to be as likely as your competitors are to get a click. Look at your competitor descriptions and decide that yours has to be better. Beyond keyword and related keyword proximity, does it pique curiosity and tell the reader that your site has what they need? If not, you might want to play with it and see how some changes work out. A good meta description will help your SEO and will help you get more traffic even if you’re not at spot #1.