What it is
Two service lines on every page: the title a search engine shows as the blue link and the description under it. They decide whether a person clicks your site or the next one.
How we use it
We write them for each page separately, for the query people use to find it. On product, case and article pages they are built from the content automatically, so a new page never goes out without a description.
Where it helps a business
- The site is in search results but nobody clicks: the results show a cut-off title and a random piece of text.
- All pages share one title, "Home | Company", and the search engine cannot tell which page is about what.
- Staff add pages, and nobody writes descriptions for the new ones.
How we use it
- For the query, not for a checkbox. The title answers what the person is looking for.
- From the content automatically. On the studio site the title and description of a case, article or term are taken from the text itself, so no page goes out without a description.
- For every page when moving. In the Joomla migration every post and category got a title and description, so the search engine recognised the old content at the new addresses.
Common problems
- Identical titles. The search engine merges such pages and shows only one.
- Too long. The end is cut off with an ellipsis and the key word disappears.
- Rewritten every week. Each change starts a new reindexing cycle; change them at most once a month.
When you do not need it
Closed pages such as an admin panel or a customer account need no search description: they should not be in the results at all.