A meta description summarizes the content material on an internet web page. Google has lengthy acknowledged that meta descriptions don’t affect rankings, but enterprise execs typically misunderstand their operate.
Right here’s what to find out about meta descriptions from a SEO perspective.
Not a rating issue
When rating internet 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 reveals the question (“sensible ecommerce”) in daring textual content, probably rising the clicks on the itemizing. Thus meta descriptions containing fashionable key phrases sometimes appeal to extra consideration — and clicks.
A seek for “sensible ecommerce” produces a snippet utilizing the web page’s meta description.
Not at all times 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 publish:
Google primarily makes use of the content material on the web page to robotically decide the suitable snippet. We can also use descriptive data within the meta description aspect when it describes the web page higher than different elements 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 unattainable, however a few techniques apply:
- Embrace the web page’s main key phrase. Google will probably show the meta description for these queries, giving web page house owners management over what searchers see on fashionable phrases.
- Use variations of the model identify. Optimize model searches with frequent deviations, reminiscent of one phrase or two. Every choice will seem in daring, driving clicks to the web page.
Low precedence
In contrast to different on-page parts, meta descriptions are usually not user-facing or ranking-driven. In its Search Central publish, Google even encourages machine-generated variations offered they’re geared toward people and related to the web page:
…programmatic technology of the descriptions could be applicable and is inspired. Good descriptions are human-readable and various. Web page-specific information is an efficient candidate for programmatic technology. Take into account that meta descriptions comprised of lengthy strings of key phrases don’t give customers a transparent thought 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, embody a call-to-action.
Different AI-driven instruments can produce the descriptions, too.
No ideally suited size
Numerous search-engine instruments will declare a meta description is just too lengthy or brief. At all times ignore them. Google frequently experiments with the size and content material of search snippets, reminiscent of exhibiting the date and wealthy parts. Most snippets are presently only one sentence (roughly 140 characters), though that may probably change.
Insert prime key phrases at first of a meta description as a substitute of guessing the size. This may guarantee Google makes use of it extra typically and shows these queries in daring textual content.
