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summary of what the page is about” [19]. Also, this description is what appears (in most cases) in Google’s search results, just below the title. I say in most cases because Google uses this description on the search results in most cases, but it can also include a snippet of text from anywhere on the page that it considers relevant to the search query; we will see an example of this next. Y ou can see the use of the description meta tag in Figure 4.27 when a search for cheap school books is performed. The words from the keyword are bolded or enhanced to give it its attention. Figure 4.27: Use of the description meta tag in the search results. The idea behind the description meta tag is to provide an accurate and compelling description of what users will find once they click on any of the search results and are taken to the destination page. And as explained previously, this description also helps search engines categorize and determine the theme of the page. The key to having an effective and optimized description meta tag is to maintain its consistency with the overall theme of the page. This is what Google recommends because it enhances the overall user experience by letting users know exactly what they will find when they visit the resulting page, and it helps search engines determine the theme of the page. In order to complete this optimization step, the SEO engineer needs to make sure that the target keyword is included (at least once) in the description meta tag, but keep from 73PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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