Some SEO pundits and professionals claim that META description tags don't make a difference to Google and other search engines. These people are clearly idiots. I have substantial evidence to refute their claims. Let us take for example the directory website, MerchantCircle. I know that META tags make a difference here's why:

• I changed the damn META tags myself.
• the text you see in the Google results does not appear anywhere in the body of the page, only the META.
• search queries that previously did not return MerchantCircle links now have MerchantCircle in the top 10 results.

If META tags don't work, why would they possibly be showing up in the the Google results? Again, you META naysayers are, as they say in Latin, retardus maximus.

Original shitty META description

Is {company.name} your business? Network with other local businesses in {company.city}, {company.state} to bring new customers and increase visibility in your community.

New awesome META description

These are searches (non-random) for 10 popular businesses in Ann Arbor. We are sitting nicely in the 1st or 2nd page.

[#] SEARCH TERM (placement)
-- Google's search result text snippet --

[1] "brown jug ann arbor" (5)
Brown Jug Restaurant, 1204 S University Ave, Ann Arbor, MI. Tel: 734-761-3355. Come to MerchantCircle to get Brown Jug Restaurant information, coupons, ...

[2] "dominick's ann arbor" (7)
Dominicks, 812 Monroe St, Ann Arbor, MI. Tel: 734-662-5414. Come to MerchantCircle to get Dominicks information, coupons, and reviews.

[3] "charleys ann arbor" (4) -- but we do not qualify for "charley's ann arbor"
Conor Oneills Irish Pub & Restaurant, 318 S Main St, Ann Arbor, MI. Tel: 734-665-2968. Come to MerchantCircle to get Conor Oneills Irish Pub & Restaurant ...

[4] "china gate ann arbor" (5)
MerchantCircle.com -- China Gate Restaurant of 1201 S University Ave, Ann Arbor, MI. Phone: 734-668-2445. 40 Years' Experience, Dine-In Or Take-Out Service,

[5] "connor o'neills ann arbor" (4)
"Conor O'Neills is the best for the ultimate Irish experience nestled in the cozy downtown of Ann Arbor, MI. Always greeted with a friendly Irish face, ...

[6] "pizza bob's ann arbor" (3)
Pizza Bobs, 814 S State St, Ann Arbor, MI. Tel: 734-665-4517. Come to MerchantCircle to get Pizza Bobs information, coupons, and reviews.

[7] "blimpy ann arbor" (7)
Blimpy Burger Krazy Jims, 551 S Division St, Ann Arbor, MI. Tel: 734-663-4590. Come to MerchantCircle to get Blimpy Burger Krazy Jims information, coupons

[8] "ashleys ann arbor" (9)
MerchantCircle.com -- Ashleys Restaurant Incorporated of 338 S State St, Ann Arbor, MI. Phone: 734-996-9191. 34, 70 Beers On Tap, Beer, Cherry Stout, ...

[9] "angelos ann arbor" (9)
Angelos Restaurant is located at 1100 Catherine St Ann Arbor, MI. Phone: 734-761-8996. . Post a message and leave a review for Angelos Restaurant.

[10] "old town ann arbor" (3)
Old Town, 122 W Liberty St, Ann Arbor, MI. Tel: 734-662-9291. Come to MerchantCircle to get Old Town information, coupons, and reviews.