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The meta data included with a search engine result provides information beyond the headline. This meta description should include as much information about the site as well as contain searchable keywords (meta tags). This is one of the many SEO techniques used to help get inclusion on search engine result pages and a tactic employed by virtually all of the SEO companies. The proper use of meta tags is important as an accurate description with the proper keywords will allow users to know where they are headed before they click.
Many SEO companies who offer SEO help will most likely also point out that overuse of keywords in meta tags is counterproductive and will only lead to a confusing description that is also not appealing to internet users and those searching for particular information. Keywords and meta tags should be used to accurately describe content featured on the destination page.