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In SEO: Search Engine Optimization Getting Started, author Jill Whalen explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic. The course covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.
The meta description tag is another place where you'll want to use your targeted keyword phrases. Keywords contained within it will get bolded by the search engines in the results pages, if they're part of the search query someone used. Let's see what the meta description looks like in the source code. Here it is within the meta description tag. Now let's see how meta descriptions might be displayed in the search results. I'll type 'my kindle reviews' into Google, and here's our result and here is the meta description showing as our description.
Now, I say "might" be displayed in the search results, because the search engines don't always show your meta description as the snippet of text under your clickable title. If the search query a user typed in isn't contained within your Meta description, chances are the search engine will instead pull a snippet of copy from your page that does have the search keyword phrase. So if you want your well-crafted description to show, make sure it's using keyword phrases, or else you'll be writing it for nobody. The main thing to remember about meta descriptions is that like title tags, you want to use keyword phrases in it, but you also want to write it as a compelling marketing statement.
The idea is to entice people to click on your listing at the search engine rather than your competitors. If both your title and meta descriptions do this, how could they not click on yours?
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