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Meta Description Usage
By Joe Cavell | June 14, 2008
The Meta Description is indexed and used by all three major search engines, Google, Yahoo and MSN. 200 characters is a good length and it works in conjunction with the Title to attract potential customers. What does a prospect see when they do a search using Google? The search results displayed are the Title (which is hyperlinked) and the Description only if the Meta Description contains the keyword phrase that was used in the search.
When a Meta Description is not used, most search engines will default to using 30-40 words of your copy. This can look very unappealing and be detrimental to your conversion rate.
For Search Engine Optimization, the Meta Description is very important to Yahoo, not very important to Google and has average importance to MSN.
Keep your focus on creating curiosity but not satisfaction and use only 150 characters or less with your description. Higher click traffic will result if this is done correctly. Avoid back-to-back keyword phrases and don’t use any keyword phrase more than three times.
Where is the Description located and what does it look like?
<HEAD>
<TITLE>Your Site’s Title Here</TITLE>
<META NAME=”description” CONTENT=”Your Site’s Description Here”>
</HEAD>
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