No duplicate content: The uniqueness of your text is also essential for the title tag and meta description - especially for your home page and the sub-pages on which your main products and services are presented. Remember to create an individual meta description for all main pages. 

Keywords: Integrate your main keyword as far up as possible in the meta description. Although this does not give you any ranking advantage in search results, it increases the probability that Google will use your meta description in the SERPs. Also, pay attention to a meaningful combination with additional keywords. 

Tools: with the help of the SERP Snippet Generator from Sistrix, you can count the characters you use and simulate how your meta description will look in the featured snippets.  

Special characters: If the title and description contain Unicode special characters with the corresponding HTML codes, such as checkmarks or emojis, this usually increases the relevance of the search results. The same applies here: Anything that attracts your users' attention can lead to more clicks and more traffic on your website. But be careful - Unicode special characters do not extend the meta description by one, but by at least five characters! 

Final Thoughts 

Although they are not a direct ranking factor, a good meta description can encourage your users to click and thereby improve the CTR and, indirectly, the ranking of your website.  

If you achieve a lower abandonment rate with your website, this will be rated in the Google search results as relevant for the respective request in the long term. An optimal meta description should be short and concise, address the user personally and encourage them to click further.