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Quote:While we often talk about relevance when it comes to writing webpages, but another aspect of content for a page that needs to be considered is how engaging and persuasive what we write might be. What makes one result appear to be more relevant, and more trustworthy than another?...

A list of search results will usually contain the title, URL, and an abstract or snippet from pages. If the words within the meta description contain terms from the search query, part or all of the meta description may be shown to searchers. If the page is returned as relevant for a term, and the words used aren’t in the meta description, other words from the page may be shown instead...