Description guidelines for SEO

Expression Studio 4.0

Each page should have a single, unique description that accurately reflects the contents of the page.


Most search engines display the content of the <meta name="description"> tag in search results; it is often the most visible and most valuable opportunity to persuade potential customers to click through to your page.

The <meta name="description"> tag is one of the most important tags that the site developer controls that can influence the relevance and ranking of a site in search-engine results. A precise snippet of descriptive text can improve the click-through volume to the site.


The <meta name="description"> tag should be defined in the <head> tag section of the page, between the <title> tag and the <meta name="keywords"> tag.

Review the <meta name="description"> tag of each page in the site to make sure that it accurately describes the page that contains it.

Check each <meta name="description"> tag for the following:

See also

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