A key item during website search engine optimisation is checking each page description metatag. This isn’t used for ranking by Google, so the idea is to get some text in there that is going to make you stand out from the crowd in the search results.
You can review them all by typing in site:www.websanity.co.uk (or equivalent!) within Google or looking for issues in Google Webmaster tools.
This is fairly basic stuff, but note that Google can decide to make up its description from what it feels like is better/more relevant content WITHIN the page. So, it is always worth trying a few keyword searches in Google just to see what it comes up with.
A recent example that prompted this blog post was when we had a page focused on “Why choose service X?”. This came up in the results under the home page within the search results for a very important keyword, however Google had decided to grab the description from the first content out of the page itself – which was a table explaining why this service was better than not using this service, the first column of which was disadvantages of not using this service. So… the search result came up in the form
Why use service X from Y? Expensive, unreliable, potential safety issues...
Now that’s NOT going to entice people to click on this link in the search results!!! Google had clearly misunderstood our content. So we swapped the content columns around so the advantages came first. Quickly the block in the search results changed to something like this:
Why use service X from Y? Economical, reliable, no safety issues...
That’s more like it! So, writing your meta descriptions is only the starting point – do test some key keyword searches and see whether Google uses them, and if not, if any content tweaks are necessary.