A meta description summarizes the content material on an online web page. Google has lengthy said that meta descriptions don’t affect rankings, but enterprise execs usually misunderstand their operate.
Right here’s what to find out about meta descriptions from a search engine marketing perspective.
Not a rating issue
When rating net pages, Google doesn’t take into account meta descriptions, though they can seem within the snippets of natural listings, informing searchers of what the web page is about.
Be aware the instance under for a Google search of “sensible ecommerce.” The snippet exhibits the question (“sensible ecommerce”) in daring textual content, probably growing the clicks on the itemizing. Thus meta descriptions containing standard key phrases usually appeal to extra consideration — and clicks.
Not all the time in search outcomes
Nonetheless, Google often ignores a web page’s meta description and makes use of physique content material within the search snippet. Google confirms this in a “Search Central” weblog submit:
Google primarily makes use of the content material on the web page to routinely decide the suitable snippet. We may additionally use descriptive data within the meta description factor when it describes the web page higher than different components of the content material.
A search snippet is query-dependent — Google makes an attempt to generate a snippet related to the searcher’s phrase or phrase. Together with all potential queries in a meta description is not possible, however a few ways apply:
- Embrace the web page’s major key phrase. Google will probably show the meta description for these queries, giving web page house owners management over what searchers see on standard phrases.
- Use variations of the model title. Optimize model searches with widespread deviations, resembling one phrase or two. Every choice will seem in daring, driving clicks to the web page.
Low precedence
Not like different on-page parts, meta descriptions should not user-facing or ranking-driven. In its Search Central submit, Google even encourages machine-generated variations offered they’re aimed toward people and related to the web page:
…programmatic era of the descriptions might be acceptable and is inspired. Good descriptions are human-readable and various. Web page-specific knowledge is an effective candidate for programmatic era. Needless to say meta descriptions comprised of lengthy strings of key phrases don’t give customers a transparent concept of the web page’s content material and are much less prone to be displayed as a snippet.
ChatGPT and Gemini can generate significant meta descriptions. Right here’s my go-to immediate:
My goal key phrase is [KEYWORD]. Right here’s my web page copy: [TEXT]. Generate a meta description containing my key phrase within the first sentence. Make the outline partaking — for instance, embrace a call-to-action.
Different AI-driven instruments can produce the descriptions, too.
No best size
Numerous search-engine instruments will declare a meta description is just too lengthy or quick. All the time ignore them. Google regularly experiments with the size and content material of search snippets, resembling displaying the date and wealthy parts. Most snippets are at the moment only one sentence (roughly 140 characters), though that may probably change.
Insert prime key phrases firstly of a meta description as an alternative of guessing the size. It will guarantee Google makes use of it extra usually and shows these queries in daring textual content.
