Use Paid Search to Tune-up Your Meta Description

The following tip was kindly provided by Matt Leonard, follow Matt on Twitter or watch his awesome contributions on SEJ! One of the most important elements in your organic SERP is the meta description. While it’s well known that bolded keywords increase click through, many SEO professionals fail to take advantage of the surrounding message. Since tracking CTR is extremely difficult to accurately do with natural search (unknown amount of keyword searches on a given day, seasonality, etc.), it becomes equally difficult to determine the real effectiveness of your meta description. To combat this, I suggest testing various ideas and keywords using paid search. For example, customers may click through more when your...

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