Use <META Description> tags to get Google search return copy that sells New Updated
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13 September 2019 (Edited 17 September 2019)

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Source: David|13 September 2019

Google at its sole discretion displays copy of its choosing in the short descriptions of your web pages that it serves up in response to organic searches.

Ideally these snippets of copy will have compelling content that induces clickthroughs from people who are the best prospects for what you're selling.

That copy is too important to leave up to Google to create, whether by human reviewers or through use of artificial intelligence.

Give yourself every advantage you can by helping Google understand what your page is about, and the most important message it's supposed to be conveying to searchers.

You can do that through use of the <META Description> tag, written by you, the marketer and not by some bot at Google.

To demonstrate that this is true, I've done a Google search on "tennessee resorts", recorded some of the higher-ranking search returns, and looked at the source code of the pages linked from the Google ads.

1. Here are Google search returns, resort page screencaps, and excerpts from the source code of pages of 2 Tennessee resorts that I consider to have compelling ad copy in their Google search returns:

Dollywood's DreamResort and Spa

Google Search Return:

Dollywood's DreamMore Resort and Spa | Smoky Mountain

https://www.dollywood.com › Resort
Dollywood's DreamMore Resort is a Smoky Mountain resort with exclusive guest benefits at Dollywood Parks, indoor/outdoor pools, spa and more. Book now!

Source Code:

https://www.dollywood.com/Resort
<title>Dollywood’s DreamMore Resort and Spa | Smoky Mountain Resort</title>
<meta name="description" content="Dollywood's DreamMore Resort is a Smoky Mountain resort with exclusive guest benefits at Dollywood Parks, indoor/outdoor pools, spa and more. Book now!">

You can see that Google has simply used the entire <META Description> tag as the copy in its return. No guesswork required.

Riverstone Resort & Spa

Google Search Return:

RiverStone Resort & Spa: Condos in Pigeon Forge Tennessee

https://www.riverstoneresort.com
Discover rest and relaxation at the premier Pigeon Forge resort! Enjoy luxurious riverfront condos and cabins near the best of Gatlinburg.

Source Code:

https://www.riverstoneresort.com/
<title>RiverStone Resort & Spa: Condos in Pigeon Forge Tennessee</title>
<meta name="description" content="Discover rest and relaxation at the premier Pigeon Forge resort!
Enjoy luxurious riverfront condos and cabins near the best of Gatlinburg.">

Again, Google has simply used the entire <META Description> tag as the copy in its return.

*****

2. And here are Google search returns, resort page screencaps, and excerpts from the source code of pages of 2 Tennessee resorts that I consider to have much less compelling ad copy in their Google search returns:

Oak Haven Resort & Spa

Google Search Return:

Oak Haven Resort & Spa - Smoky Mountain Cabin Rentals

https://www.oakhavenresort.com

... TN near the Smoky MountainsWelcome to Oak Haven Resort & Spa ... Oak Haven Resort features brand new luxury log cabin rentals near the Great Smoky ...

Source Code:

https://www.oakhavenresort.com/
<title>Oak Haven Resort & Spa - Smoky Mountain Cabin Rentals</title>
[<meta name="description"> NOT FOUND]
h1 style="text-align: center;"><small>Based in Sevierville, TN near the Smoky
Mountains</small>Welcome to Oak Haven Resort & Spa</h1><h4>Oak Haven Resort features brand new luxury log cabin rentals near the Great Smoky Mountains National Park.</h4>

Here, in the absence of a <META Description> tag, Google has chosen to use portions of the <H1> and <H4> headings in the body of the page, with both partially truncated.

Not so good.

The Resort at Governor's Crossing

Google Search Return:

The Resort at Governor's Crossing
https://www.resortatgovernorscrossing.com
"We've stayed at The Resort at Governor's Crossing the last few years, and will ... Our location in
Sevierville,TN is so convenient and we are only 3.2 miles and ...

Source Code:

https://www.resortatgovernorscrossing.com
<title>The Resort at Governor's Crossing</title>
<meta name="description"> NOT FOUND

<ul id="quotes" class="quotes">
<li>"We've stayed at The Resort at Governor's Crossing the last few years, and will be doing
so for the foreseeable future!"<span>Daniel D on Tripadvisor</span></li>
<li>"We booked the 3 bedroom condo that sleeps up to 14 and were super pleased!! There is
tons of stuff for the kids to do to with the water park, minigolf and indoor water
park."<span>kcyarger12 on Tripadvisor</span></li>
<li>"The staff always went above and beyond with any requests. We will
return!"<span>camocavz on Tripadvisor</span></li>
<li>"Accomodations were wonderful. Beautiful scenery from our picture window. A cozy
fireplace and two huge bedrooms, living room, and full-size kitchen."<span>NancyPat280 on
Tripadvisor</span></li>
<li>"It was wonderful. The waterpark is amazing. We plan to go back and take the
grandchildren. I definitely would recommend staying here!"<span>SHGfor88 on Tripadvisor</span></li>
</ul>

<h1>The Resort at Governor's Crossing</h1>

<p>Visitors to the Smoky Mountains have found The Resort at Governor’s Crossing to be the ideal
choice for vacation <a href="guest-rooms.php">condo lodging</a> with unsurpassed guest amenities and
convenience. Within minutes of Pigeon Forge and Gatlinburg, The Resort is located in Sevierville’s
Governor’s Crossing. Fine dining, outlet shopping, <a href="recreation.php">entertainment and
attractions</a> are within easy walking distance of The Resort. Popular attractions like Dollywood,
Dollywood’s Splash Country, Dolly Parton’s Stampede Dinner & Show plus the Great Smoky M


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