Meta description Tag who should it be used and what should it describe?

[Bristolweb]

Hi

when using the meta description tag how is it best used?

what should it describe?  should it describe the topic or the services offered i.e should it be a sales message for the services.

For example: a page that promotes the benefits of acupuncture whilst pregnant  should it describe the page content or the service provided?

i.e. acupuncture for pregnancy in Chester or  acupuncture can benefit pregnancy because....

thanks

[activitysuper]

Description of the website, not the subject the website is about.

You have 160 characters max, so you need to get the message across within that, the message should aim to increase the click through rate.

For example: Professional and affordable acupuncture services for pregnant women in Chester.

Or something like that.

[DenverKelly]

I would use the meta description tag synergistically with the intent of the page.

if the audience I was trying to reach was local the keyword phrase I'm optimizing for might be "Acupuncture for pregnancy in Chester" or if I wanted traffic from all over it might be "Benefits of Acupuncture during preganancy".

Let's assume local. In that case my title tag might be...

<title>Acupuncture for Pregnancy Chester | Company Name</title>

Of course, I'd include the relevant terms in my H1 tag, again in my content (bolded) with great, relevant copy.

(PS - I didn't count my characters for the title or meta description - remember to stay within the character limit recommendations)

Basically the content of the title tag, meta description, H1, bold and content should flow from your keyword research and intended audience.

That's my take on it,

Mark