In June this year Google announced it had rolled out a functionality that sends users from a featured snippet in search directly to the snippet’s source text on the page. Sounds quite nifty. But if it means health information could be presented out of context, maybe it actually isn’t.
It’s not just about optimising for keywords. The meta description is your storefront. Now, are you really just selling “keyword, keyword, keyword” or do you want to build rapport with your customers?
It’s a commonly held belief about SEO that content that has been optimised for search will sound clunky and robotic. It really doesn’t have to – even when you’re targeting a good old “this vs. that” search query. The web content team at Asana does a nice job showing us how.