Why Google May Change Search Result Snippets

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It doesn’t do any good to rank well in search results if no one clicks through.

If you go to Google Webmaster tools, and see the list of queries a page of yours might rank well for, you might see some query terms or phrases that you want to show up in search results. Webmaster Tools will show you how many “search impressions” your page might receive, as well as how many people have clicked on it when they have seen it. So what if your page has received 10,000 search impressions for that term or phrase, but only 50 clicks?

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