The meta description addresses the user's search intent

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On the other hand, this SEO meta description stands out more thanks to the bold characters. It explicitly meets the needs of Internet users.

3. Respond to Search Intent
To write an effective meta description, it is essential to understand the user's intent (what they want to achieve).

When someone searches for "buy iPhone," Apple entices users to click by talking about convenient monthly payments.

Engaging Meta Description for iPhones
When someone searches for "compare iPhone," Apple tells users that they can look at different models.

Meta description for comparing iphones
Note how Google rewrites the meta description of this iPhone 14 features page.

Meta description of iphone 14 suitable for italy phone data internet user looking for device features
While the meta description in the page source code is:

<meta name="Description" content="Découvrez toutes les caractéristiques de l’iPhone 14 Pro et de l’iPhone 14 Pro Max." />
Indeed, Internet users want details, not a vague summary.
As with any marketing task, the best way to conduct a competitive analysis is to follow a consistent, proven process. To conduct competitive research and stay ahead of your rivals, you don’t need to reinvent the wheel, but you do need to be discerning.

We break down the SEO competitor analysis process into five main steps. These five steps can be followed for keyword and backlink analysis , two of the most important SEO factors.

How to Perform a Competitive Keyword Analysis
Even if you know most of your competitors on keywords, it's possible to miss an outsider and get pushed out of the top organic positions.