Here is a great posting I found from iMedia
1. Choose a few of your most important organic keywords to test. Choose high traffic keywords because you’ll get data more quickly.
2. Take a baseline measurement of the number of organic referrals you receive on those keywords in an average week. Typically, the referrals that you get on those words will come from just one or two URLs on your site. Jot down those URLs.
3. Find some better creative to test than that keyword-stuffed junk you have up there right now. A good place to look is your paid campaign. Take the best performing ads from your paid campaign that map to the keywords you selected for testing.
4. Use paid inclusion to test. If you want results before next year’s Super Bowl, you need to use paid inclusion. It gets your listings in and out of the natural search index quickly and gives you complete control over the copy.
5. Swap out the old creative for the new and check your search referrals against your baseline for the keywords you chose on the URLs you jotted down.
6. Determine a winner. Remember to control for overall site performance when choosing a winner (e.g., if your clicks increase by five percent during the testing period but your total organic referrals also increased by five percent over the same period, don’t declare that a winner). When you find a clear winner, apply the learnings to all your meta tags and repeat the whole process.
The days of over-stuffed, broken-English meta tags are gone. Now they’re ad copy. The truth is, meta tags have the makings of a champion. And once you give them the attention they deserve, they will repay you in kind by drawing the attention of more potential customers viewing them in the search results.
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