Perhaps you’ve heard of meta tags. These can take the form of a meta title and a meta description most often seen as your entry on the results of a search page. You don’t have to take pot luck when it comes to these meta tags. You can, and should, make sure that what you want displayed is actually what is displayed by the search engines.
Have you come across a search engine result that seems to have been pulled from the middle of an article or a page of copy? It has some relevance to what you are looking for but isn’t compelling in any way — at least enough to click on it to see what the site has to offer.
The search engines are giving you free exposure for your site and your brand. Use it. Your meta title should have to do with the search term you want to rank for…it doesn’t have to be an exact match. Use this space to provide information like your phone number so that people can call you without clicking on your site to find out contact information. That’s what we do as often as we can…it saves people time and makes your site stand out from the crowd.
As for the meta description, all 156 characters of it, make sure you are using every character to tell people that you not only have the answer to their search query, but that you are the best at what you do. Don’t be afraid to sell your USP or something irresistible like an offer that will get the click.
Taking pot luck means you are leaving your message to an algorithm to pick what shows up. Take the time to give the search engines what you want them to display.