This allows the Web page authors to give a more meaningful description for listings than might be displayed if the search engine was unable to automatically create its own description based on the page content. The description is often, but not always, displayed on search engine results pages, so it can affect click-through rates. While clicks for a result can be a positive sign of effective title and description writing, Google does not recognize this meta element as a ranking factor, so using target keyword phrases in that element will not help a site rank better.