You should review your meta titles and descriptions at least once per quarter (especially for high-traffic or cornerstone pages). If a blog post is getting clicks but not converting, your meta might attract the wrong folks. Or if rankings drop, your tags might need a refresh to better reflect updated content or new search trends. Pro tip: Use Google Search Console to spot pages with high impressions but low CTR… those are ripe for a meta makeover.

Yes, 100%. Even though Google rewrites meta descriptions about 60–70% of the time, writing clear, intriguing ones still matters. Why? Because when Google doesn’t rewrite them (which still happens for millions of queries), your original description becomes a powerful pitch for your content. Plus, if your custom description closely matches the user’s search intent, Google is more likely to keep it. Think of it like showing up to a job interview dressed the part — it’s all about putting your best foot forward.