Design an article excerpt for a search results page
Help visitors choose among pages that use similar terms.
Distinguish the intended action
An excerpt for cost per lead should tell readers whether the article explains the definition, audits lead quality, or provides a calculator. Put that distinction first when results are short.
Give a concrete clue
Mention a specific decision or example, such as separating submitted, reachable, and qualified leads. Avoid duplicating the title or adding a broad sales promise. A useful excerpt should work without a thumbnail.
Review groups of related results
Search the site for one common acronym and compare the excerpts together. If several results sound identical, clarify their scopes or reconsider whether each deserves a separate page.
Try a related tool
Measure clicks per impression. Use the same click type, placement scope, and date range across comparisons.
