i was going to put this question into the white hat SEO forum but im convinced that some tricky bh software is being used to engineer the following results in the 1st page of the serps. can you identify what the software is thats being deployed or what the technique is? me personally, ive got no idea whats going, so its over to the great and the good of BHW... #1 listing in serps is somehow changing their description tags to closely 'match' any search query thats entered into G even though the url that G directs the viewer to is always the #1's home page - i.e. a dynamically changing description tag for the same url. ive never seen that before. have you? im talking about the description tag changing ONLY in the serps - not on the home page url. the description tag on the home page url remains constant. ----------------- example 1:- i type "XXXXXXX EQUIPMENT" into G and my clients competitor pops up in number 1 position with that exact phrase in their description tag. THE URL G SENDS ME TO, IS THEIR HOME PAGE. example 2:- i type "XXXXXXX SUPPLIER" and they pop up in #1 with exact phrase in description tag, plus its STILL the home page url that im directed to. exammple 3:- i type "XXXXXXX EQUIPMENT SUPPLIERS" same deal as before, home page url pops up beneath a description tag that includes my exact search query. ----------------- in each instance, not only does the description tag include the keywords that are being used in the search query, but the whole of the description tag is TOTALLY changed. i know its possible to do something similar with adwords where your ads title and description changes to match the search query, but thats done with software that dynamically changes your G adwords settings on the fly, whereas ive got NO IDEA how theyre doing what theyre doing with this thing. anybody have any clues?