Well, meta descriptions do still matter despite what you may have heard, and I’ll explain why.

(If you need a refresher on meta tags, check out our article: What Are Meta Tags and Why Are They Important to SEO? If you’re ready to dive into this topic, keep reading …)

In this article:

What Does Google Say About Meta Descriptions?

In a help article, Google says it does not use the information in meta description tags to rank content:

“Even though we sometimes use the description meta tag for the snippets we show, we still don’t use the description meta tag in our ranking.”

I find this difficult to believe. The meta description tag along with the title tag is designed to be among the first content that a search engine spider encounters on a webpage.

And it is this content that gives the search engine its first understanding of what the page is about.

In fact, in another Google help file, Google reiterates how meta tags work:

“meta tags are HTML tags used to provide additional information about a page to search engines and other clients.”

Add to that the fact that Google discusses best practices for creating quality meta descriptions, including the following advice:

• Create unique descriptions for each page
• Use quality descriptions
• Include relevant information about the content in the description

Plus, Google also has this to say:

“ … high-quality descriptions can be displayed in Google’s search results, and can go a long way to improving the quality and quantity of your search traffic.”

So it’s safe to say that Google thinks meta descriptions are valuable. Personally, I think that if it appears on a Google search result page it is important to Google because it impacts the quality of search results.

And remember — a relevant, well-written meta description can still influence how your webpage is displayed and can potentially increase the likelihood of attracting clicks from users.

Google Rewrites Meta Descriptions

There is another issue with meta descriptions: Google may not use the description you create to display in the search results.

As a reminder, the title tag and meta description tag render as a webpage’s listing in the search results, like so:

Google explains in its SEO Starter Guide that their autogenerated snippets will usually happen more often than not:

“Occasionally the snippet [in the search results] may be sourced from the contents of the meta description tag, which is typically a succinct, one- or two-sentence summary of the page. A good meta description is short, unique to one particular page, and includes the most relevant points of the page.”

One study by Portent in 2020 shows that Google rewrites meta descriptions on the first page 71% of the time for mobile search results and 68% of the time for desktop.

So if Google thinks meta descriptions are so important, why do they rewrite them and why should you create them? I’ll answer that next.

Why Would Google Rewrite Your Meta Descriptions?

You decided to write meta descriptions for your content but Google rewrote your descriptions for their search results page. Why?

There are a handful of reasons why Google might rewrite your meta description:

• Google tends to rewrite meta descriptions that lack the most relevant keywords (aka search query) in the description. If Google crawls your page and discovers that the most relevant query is missing from your pre-written meta description, then it’s likely to rewrite it. After all, Google cares most about search.
• Google may rewrite meta descriptions for long-tail keyword searches. If a user searches for a long-tail keyword and your page is relevant but your meta description doesn’t have that long-tail keyword, you’ll probably end up with a rewritten snippet.
• You wrote a meta description that is too short or not descriptive enough. Google doesn’t like it when meta descriptions are too short or not descriptive enough.

Why Meta Descriptions Still Matter

If you’re confused about the importance of meta descriptions at this point, I don’t blame you.

Why go through all the time and effort of getting them right if Google says that a) it won’t use it to rank the webpage and b) it might rewrite it anyway?

We advise all our clients to have unique, keyword-rich meta descriptions on every web page, because:

• It helps search engines determine what the page is about. Even if Google doesn’t “use the description meta tag in our ranking” and rewrites the description for the search results page, it still uses the original information to understand what the page is about. Put another way: The index still has the meta description tag — the search result text is just selected on the fly when the search result is rendered. To put this into perspective, Google could create many different descriptions for the same webpage depending on the query.
• It serves as the first impression of your website from the search results. You know what you want your search listing to look like. So it’s a good practice to have your page descriptions how you like them. Like, maybe, including a call to action? Google will not rewrite it every time, and when it doesn’t, your perfectly crafted description shows up. Plus, there are some things you can do to control your snippet, which I’ll discuss later.

What If You Don’t Want Google Messing with Your Meta Descriptions?

There is an extra step you can take to help preserve the meta descriptions you create.

In 2019, Google announced new tags that allow website publishers to have more control over their snippets in the search results.

From that page, Google says:

“Google automatically generates previews in a way intended to help a user understand why the results shown are relevant to their search and why the user would want to visit the linked pages. However, we recognize that site owners may wish to independently adjust the extent of their preview content in search results. To make it easier for individual websites to define how much or which text should be available for snippeting and the extent to which other media should be included in their previews, we’re now introducing several new settings for webmasters.”

One option lets you control which parts of the page are eligible to be shown in the snippet; this feature is called “data-nosnippet”.

There are certain situations where you may want to use the data-nosnippet attribute. It could be effective when:

• You have a video on the page that you don’t want to include in the search results.
• You have text that’s auto-generated using a script that you don’t want shown in the search results.
• You have login forms or other types of information that’s sensitive.
• You’re in a situation where you don’t want your phone number or email address showing up in the SERPs.
• You have duplicate product descriptions that you don’t want Google to show in the SERPs.

By controlling the information that Google crawls, it’s possible that you can control more of your brand image, and you can also prevent irrelevant information from showing up in the SERPs.

The following Google help documentation includes in-depth implementation instructions for using data-nosnippet.

Control Your Own Destiny with Meta Descriptions

Decoding Googlespeak is not always easy. My advice is to continue to create original and compelling meta descriptions for every webpage because:

• Google believes that well-crafted meta descriptions are important.
• Meta descriptions help Google understand what the page is about.
• Google wants to be able to consider all options before it uses its autogenerated text.
• You need control over what the description says in the absence of Google rewriting it.

So do meta descriptions matter anymore? The answer is a resounding yes!

FAQ: Why do meta descriptions still matter despite claims that Google doesn’t use them for ranking?

Meta descriptions remain a controversial aspect of search engine optimization, especially as Google claims not to utilize meta descriptions for ranking purposes.

I can assert with confidence, however, that meta descriptions remain significant elements for content creators and website owners alike. Let’s delve into why meta descriptions continue to matter and how they contribute to a successful SEO strategy.

Google has publicly declared that meta descriptions do not contribute to ranking factors; however, this does not diminish their importance when it comes to SEO.

Meta descriptions play an essential role in providing search engines with succinct summaries about the content of a webpage and helping them understand its relevance; although their effects might not directly have an effect on rankings they do have an indirect influence on click-through rates and user engagement thereby indirectly impacting a site’s performance.

Google’s decision to disregard meta descriptions for ranking does not negate their importance as an essential tool for captivating search engine users.

When a user performs a search, the search results page displays a snippet of text from the meta description, acting as a preview of what the webpage offers.

Crafting compelling meta descriptions that align with users’ queries can significantly impact click-through rates and attract relevant traffic to your site. Despite Google rewriting meta descriptions, having well-crafted originals increases the likelihood of your preferred text appearing in the search results.

Furthermore, meta descriptions provide website owners with an opportunity to control the narrative and make a strong first impression.

By carefully crafting unique and keyword-rich meta descriptions for each webpage, you can convey the essence of your content effectively. This initial interaction between the user and your website can influence their decision to click through or explore further, making meta descriptions a powerful tool for engaging your target audience.

By incorporating relevant keywords, providing a glimpse into the content and even including a call to action, you can optimize your meta descriptions to drive higher click-through rates and increase traffic in the absence of a snippet.

Despite claims that Google does not use meta descriptions for ranking purposes, they remain a crucial element of a comprehensive SEO strategy.

While they may not directly impact rankings, meta descriptions contribute to a search engine’s understanding of a page for ranking purposes. When your meta descriptions are used as a snippet, you can increase user engagement and click-through rates.

By crafting unique, keyword-rich meta descriptions that align with users’ queries, website owners can control the narrative, make a strong first impression and ultimately attract more relevant traffic.

Step-by-step Procedure for Implementing Compelling Meta Descriptions

1. Perform a thorough audit of your website’s existing meta descriptions.
2. Identify pages that lack meta descriptions or have poorly crafted ones.
3. Conduct keyword research to understand relevant search terms for each webpage.
4. Create a template for meta descriptions that aligns with your branding and messaging.
5. Craft unique and compelling meta descriptions for each webpage, incorporating relevant keywords.
6. Ensure that each meta description accurately represents the content of the corresponding page.
7. Optimize the length of meta descriptions to fit within the recommended character limit (usually around 155-160 characters).
8. Avoid using duplicate meta descriptions across multiple pages.
9. Leverage the power of action-oriented language and compelling calls to action within meta descriptions.
10. Conduct A/B testing to measure the effectiveness of different meta descriptions.
11. Monitor click-through rates and user engagement metrics to evaluate the impact of optimized meta descriptions.
12. Continuously analyze and refine meta descriptions based on user behavior and search trends.
13. Keep an eye on competitors’ meta descriptions and strive to differentiate your content.
14. Regularly update meta descriptions to align with any changes in your webpages’ content.
15. Consider localized meta descriptions for geographically targeted search results.
16. Implement structured data markup, such as Schema.org, to provide additional context to search engines.
17. Use dynamic meta tags if your website has dynamically generated content.
18. Ensure mobile responsiveness for meta descriptions to cater to mobile users’ browsing habits.
19. Regularly monitor search engine guidelines and updates regarding meta descriptions.
20. Stay up to date with industry best practices and emerging trends to refine your meta description strategy.

By following these detailed steps, you can fully implement the importance of meta descriptions in your SEO strategy and optimize your website’s visibility and user engagement.

The post Do Meta Descriptions Matter Anymore? appeared first on Bruce Clay, Inc..

Search Engine Results Pages (SERPs) are a search engine’s response to a user’s search query. SERPs can include organic search results, featured snippets, paid ads, image and video results.

Any time someone searches by typing in a search query or saying a search phrase via Siri/Alexa, the result that they get is known as a SERP.

Rankings continually fluctuate on Google and other search engines, but when SERP rankings drop, companies have to step up and figure out why.

These practical recovery steps for your site can help you figure out the impact of the rankings drop on your page and take steps to fix it.

• Did your rankings actually drop?
• Website changes
• Technical struggles
• Latest Google algorithm
• Competitors
• FAQ: How can I recover from SERP rankings drop and improve my site’s visibility?

Did Your Rankings Actually Drop?

Before you jump to action, take the time to look at the analytics and determine whether or not your rankings actually dropped.

Make sure that you’re looking at a reliable data source and verify using your personal analytics (Google Search Console or tracked search performance via a reliable application like our SEOToolSet®).

If you determine that your rankings have dropped, then it’s time to take action.

Website Changes

Have you made a bunch of changes to your website recently? Whenever you migrate lots of pages, roll out a new design or redesign a page or the entire site, or add a whole new silo, such as a product store, you might see a drop in rankings.

These fluctuations can be natural and expected, but it’s worth making sure that the drop is solely related to these changes and not related to issues from the changes, such as poor internal link structure or technical errors.

Fix it: Start by asking each department whether or not they have made any changes to the site. If any changes were made, check for any technical errors or inconsistencies, make sure the internal link structure is sound, and review the content changes. Once these are all cleared, give it some time and your rankings should reverse.

Technical Struggles

Google and other search engines crawl your website in order to index it. If there are technical issues that make it difficult for the search engines to crawl your site, you can see your rankings plummet.

Fix it: There are a couple of ways we recommend looking for technical struggles. Double-check that your site is still being crawled and indexed normally with Google and any other search engines where you want to rank. Check the log file analysis. Do you notice anything different there? And lastly, test load times.

Latest Google Algorithm

Google frequently updates its algorithm and makes changes to the way websites perform in its search engine. If your rankings have fallen, it’s important to take a look at the latest Google algorithm and make sure that your site fits into the newest iteration.

Google changes the calculations for what holds weight and is considered important on websites. Multiple updates, from product review updates to core updates and helpful content updates, can occur in a single year.

Fix it: Read and review the latest Google update. You can keep track with our Up-to-Date History of Google Algorithm Updates. Notice what Google values and what they have subsequently devalued. Make the necessary changes on your site to reflect alignment with the Google update.

Competitors

Maybe your competitors have changed? Emerging competitors are bound to challenge your SERP rankings. If you have new competition, it’s time to check them out.

Figure out why they are beating you in the search rankings. Do you need better content? A better user experience? Maybe more accurate and enticing featured snippets? Once you know the answer, take action.

Fix it: Take a look at your competitors. Why are they beating you in the search results? This is not an easy fix. Take the time to pursue the data and analyze it. Once you know the reason “why,” make the necessary changes on your site.

Taking practical steps to fix your SERP rankings will help your website regain its visibility, ensuring your content reaches its intended audience and drives substantial organic traffic. Keep ROI high by making sure your site continues to rank high in search results.

Struggling to improve your website’s visibility? Our SEO experts can help you take actionable steps to boost your SERP rankings and organic traffic. Contact us.

FAQ: How can I recover from SERP rankings drop and improve my site’s visibility?

If your website rankings are plummeting on Search Engine Results Pages (SERPs), fret not. As an expert in the realm of SEO, I understand the complexities that come with these fluctuations. Let’s delve into strategies that can help recover your site’s rankings and bolster its visibility.

Understanding SERP Dynamics

SERPs vary based on user intent. To rebound effectively, discern different search terms reflecting buyer intent, such as “best,” “buy,” or “reviews.”

Analyzing Ranking Fluctuations

Comprehend the reasons behind ranking drops. Utilize tools like Google Search Console to analyze traffic changes, enabling you to pinpoint issues affecting your visibility.

Optimizing On-Page Elements

Refine meta descriptions, titles and content to align with your primary keyword. Ensure clarity, relevance and conciseness for improved user engagement.

Revamping Website Content

Refresh and augment existing content to reflect current trends, incorporate valuable insights and maintain relevance to captivate your audience’s interest.

Leveraging Technical SEO

Address technical glitches impacting crawlability and indexing. Employ schema markup, optimize site speed and fix broken links to enhance performance.

Embracing Mobile Responsiveness

As mobile usage soars, prioritize a responsive design. Optimize your website for mobile devices to cater to a broader audience and improve user experience.

Competitor Analysis

Conduct a thorough analysis of competitors’ strategies. Identify their strengths and weaknesses to adapt and strengthen your own.

Consistent Monitoring and Adaptation

Regularly monitor analytics, identify patterns and adapt your strategies accordingly. SEO is an ongoing process requiring constant adaptation and evolution.

Step-by-Step Procedure: Recovering from SERP Rankings Drop and Enhancing Site Visibility

1. Define Buyer Intent Keywords: Understand user intent behind searches.
2. Analyze Ranking Fluctuations: Utilize tools for comprehensive analysis.
3. On-Page Optimization: Enhance meta elements and content relevance.
4. Content Revamping: Update and refine existing content.
5. Technical SEO Audit: Address technical issues hindering site performance.
6. Mobile Optimization: Ensure mobile-friendly design and functionality.
7. Competitor Analysis: Evaluate competitor strategies for insights.
8. Continuous Monitoring: Adapt strategies based on ongoing analytics.

This structured approach ensures a methodical recovery from the drop in SERP rankings and sustained improvement in site visibility, delivering valuable insights and boosting overall SEO performance.

Remember, navigating through ranking fluctuations demands patience, persistence and a consistent commitment to refining your website’s SEO strategies.

The post SERP Rankings Drop? Recovery Steps for Your Site appeared first on Bruce Clay, Inc..

During a recent live SEO Q&A at SEOtraining.com, someone asked me: Does SEO mean the death of creative page titles? This is a great question – it seems like there are so many “rules” when it comes to writing page titles that it can stifle creativity.

Good news: There is a way to write attention-grabbing page titles that also support your SEO goals.

In this article:

• Keywords, page titles, and SEO
• SEO targets for title tags
• What about when Google rewrites title tags?
• How to write creative page titles that support SEO
• FAQ: Does SEO mean the death of creative page titles?

Keywords, Page Titles, and SEO

When creating a webpage, you want the keywords for the page to show up in strategic places. Those places include but are not limited to the title tag.

​​The most basic signal that information is relevant is when a webpage contains the same keywords as your search query. If those keywords appear on the page or in the headings or body of the text, the information is more likely to be relevant. – Google, How Search Works

The page title, or title tag, is one component of the meta tags that show up in the “head” section of a webpage on the HTML code side. The title tag serves as a headline for the web page in the search results – it’s what shows up as part of the snippet when you rank in Google.

Here is a screenshot of the head section on a webpage on BruceClay.com:

And here is a screenshot of the search results for that page in Google where you can see the page title is showing as “BruceClay – Search Marketing Agency: SEO Services …”

​​Research from Backlinko shows that most pages ranking high on Google contain page titles with keywords that are an exact or partial match of that search. In other words, Google uses the title tag to determine the relevance of a page to a Google search.

Our own research confirms this. We took a page ranking well and took the primary keyword out of the title. It lost its rankings. We added the keyword back into the page title, and the rankings came back. (I should also mention that we did the same with the keyword in the body text and had the same results.)

That said, the page title is an important part of SEO. Not only does Google use it to determine relevance, but searchers read it in the search results and decide if they want to click through.

SEO Targets for Title Tags

So, yes, we have SEO targets when it comes to title tags. This is where some people get creative paralysis because there are a few things to remember.

For instance, some of the things we consider in SEO for the title tag include:

• Make sure the keyword you want to be found for shows up in the title tag, preferably towards the beginning.
• Use 6–12 words in general, and for custom advice based on the top-ranked pages, use our SEO WordPress plugin.
• Make the title tag sound natural and not forced.
• If your brand is established and trusted, consider putting the brand name in front of your keywords.
• Write in headline format and appeal to the reader, making sure to address their reason for searching.
• Make it unique for every page on the website to avoid duplicate content issues.

So in addition to writing an attention-grabbing title tag, you have all these little details to consider. SEO is a little bit of science and a little bit of art and nobody claims it is easy.

What About When Google Rewrites Title Tags?

Nothing kills your creative spirit more than pouring your soul into attention-grabbing page titles, only to have Google change it in the search results.

It’s true, Google does do this. In fact, research coming from Zyppy (2022) shows that Google does this 61% of the time. And the reason Google does it, according to Zyppy, is because webpages have:

• Overly long titles and short titles
• Very short titles
• Used the same keyword more than once
• Used separators, such as dashes “-” or pipes “|”
• Had titles with [brackets] or (parentheses)
• Had identical “boilerplate” used across many titles
• Had missing or superfluous brand names

I believe too many websites do not pay attention to title tags and that is why Google rewrites them. Here, my advice is to follow best practices for title tags and there is a better chance that Google will retain your title.

However, it’s important to note that Google still uses the information in the title tag that you create to understand if your page is relevant. The rewrite is simply a rendering issue in the search results. Google’s John Mueller confirmed that, too.

There is some evidence that matching the page title with the headline can limit the amount of title rewrites by Google. Research from Zyppy found that “using H1 tags strategically could limit the amount of title rewriting Google might perform on your site.”

And that “matching your H1 to your title typically dropped the degree of rewriting across the board, often dramatically.”

For more, read:

• What Are Heading Tags and Why Are They Important to SEO?

How To Write Creative Page Titles That Support SEO

Guess what? Creativity and SEO can exist in harmony.

So what to do?

• Start with a killer headline formula. Do a search for “headline formulas” and you’ll find ample results to get you going in the right direction. Semrush analyzed more than a million articles and found that list-focused headlines followed by how-to headlines got the most page views. Other types of headlines that garnered interest included questions and guides.
• Tweak it to include your primary keyword. In most cases, it shouldn’t be hard to include your primary keyword in the headline you are trying to create. It might be harder to get it towards the beginning of the title tag – sometimes you’ll accomplish it, sometimes you won’t.
• Refine it using SEO best practices. Take into consideration the SEO criteria for title tags, including the length of the title. As I mentioned earlier, you can get a range for how long your title tag should be based on the top-ranked websites by using our SEO plugin.

A note: It is common for there to be a separation of the creative writer who wrote the page and the SEO professional who has the final say on optimizing the page, including the page title.

And while SEOs are usually savvy marketers, not all of them may be as creative as a writer. So sometimes this title and heading tags end up, well, kind of SEO-y.

That is something to think about if you are looking to improve the creativity of your page titles. Can the creative team and the SEO team work together?

Our SEO experts can provide you with content development services that ensure your content — and your page titles — get you ranked in top search engine positions. Reach out to us for a free consultation.

FAQ: Does SEO mean the death of creative page titles?

Some have voiced concern regarding SEO’s effect on creative page titles – could we witness an end of creative, catchy titles being replaced with more keyword-driven options?

Page titles play an integral role in engaging users and conveying their essence. Users’ first experience when browsing search engine results is often the page title, meaning it has an irrevocable impression on visitors. Does SEO mean creative page titles no longer matter? No – just because including relevant keywords into page titles for SEO purposes is key doesn’t mean creativity must go by the wayside!

An effective SEO strategy must strike a balance between optimizing titles for search engine results and engaging users through compelling content. To find the optimal keywords, conduct in-depth research about your audience to understand their needs and the needs of their titles.

Use long-tail keywords as page titles to increase SEO without compromising creativity by targeting specific niche audiences with these phrases. Instead of choosing generic terms like “Best Cameras,” more engaging titles could include something such as: “Capture Memories With Our Top-Rated DSLR Cameras!”

Experiment with various title structures. Consider employing more engaging headlines than simple questions or bold statements to draw in users and encourage them to click. Include emotive or descriptive words into page titles so they are memorable and appealing.

Optimizing other website elements, such as headers and meta descriptions, can ease some of the pressure to place all keywords in the title. Achieve effective SEO without over-stuffing titles by strategically placing keywords throughout the content.

While SEO requires including relevant keywords in page titles, creative and engaging page titles can still exist within SEO’s parameters. Achieve this balance through keyword research, using long-tail keywords, and playing around with title structures — essential tasks for digital content publishers who aim to capture users’ attention in today’s online environment.

The post How To Write Attention-Grabbing Page Titles That Support SEO appeared first on Bruce Clay, Inc..