There`s usually a title of some sort, then 150 characters of text. Not "words," but characters, including spaces and punctuation.
In many instances, the title showing in the results is taken from the Title tag of the page. That`s not always true, but if there is a title, that`ll be the most obvious. Do you have such a title, or do your pages just say "Home?"
Following that title, the description can be taken from either the first words on the page, regardless of if they make sense, or from the "meta tag" description.
Following that, there`ll be the URL with your domain name. If you have a company name as your domain, then you don`t really need to have it in the Title, particularly if it isn`t descriptive.
Our company is IB Designs, USA and doesn`t tell you anything at all about what we offer. So we changed the title of our index page so that in a results page, the big bold title would reach out with an even shorter "sales pitch." We figure people will learn the company name AFTER they click to our site.
The description is all anyone has to go on to determine whether or not to click on that particular link. The more accurate the description, the more attractive the page will be to possible viewers.
Without viewers, no Web site is going to do much of anything.
We originally had some description that was nice, sounded good, and went well over the 150 character mark. Learning more about it, we changed that description. The object is to have the entire description show, without the ellispsis (dot dot dot) that there`s missing text.
Maybe we could use a topic here, to see what`s what with descriptions, offer advice and critiques, and maybe tighten up some of those sales pitches? After all, before your Web site even gets a chance to work, someone has to first click to go there. :-)
Our 150-character pitch:
Title: Personalized Gifts - Navy Signal Flags Banners
"Your own message in Navy signal flags. Horizontal banners, window treatments, or vertical ladders in ready-to-hang nautical home decorations or gifts!"