Each webpage should include text summarising its context. The text is included in the HTML attribute
<meta name="description" content=”…”> determines what is displayed as the page description. For example:
Page descriptions appear below the clickable links in search engine results, thus contributing to a website visitor’s understanding of the site’s content.
Each page’s description should be unique. SEO research advises limiting descriptions to less than 300 characters to avoid truncation in search engine results.
In effect, page description text can be seen as a form of advertising copy: a concise pitch for why a particular page has value.
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