How to serve up dynamic descriptions for your search results, display the text in front of and after the user's search query and even highlight the words they are searching for. This makes sure your visitors see the word(s) they are searching for and can see the context in which their search term is being used on a given page. Now they can properly determine whether any of your search results are relevant to what they are looking for and you are not sending them on a wild goose chase through your website, or even worse, scaring them off completely.