Here are a few pointers: Consider putting a CTA in the meta description, or at least use actionable, direct language that factors in user intent. Always match the search intent. Think about why the visitors might want to go to your site. If they have an informational intent, answer the question in your meta description. If their intent is commercial and they’re researching many options for a given product, maybe list a few of these options in the description. And finally, if it fits your brand and tone, go for emojis or special symbols! They’ll help you stand out on the SERP!