If the SEO industry were comic books, meta descriptions wouldn’t even be the sidekick. No, sidekicks still manage to make themselves useful. A meta description would be the number one fan that helps explain the main character’s motives and sometimes gets in the way. Does the poor meta description deserve such treatment? What did it to get to this state, and are they worth keeping?
The trouble with meta description began when Google itself said that the hundred and fifty-six character tag did not influence search in any way back in 2007. Just to be sure everyone got the message; the tech giant repeated this message in a post two years later.
Because of Google’s apparent disdain for the little tag, many SEO companies considered meta descriptions as a minimum priority; some even stopped doing them altogether. But, is it wise to discard something just because it doesn’t help the raw numbers of the algorithm? No, because although meta-descriptions don’t affect the search ranking algorithm, it does influence user behavior.
User behavior, specifically the click-through rate, is very much an important part of the search-ranking algorithm, and meta descriptions can help website get more clicks. Think of the description like the blurb on the back of a book cover. No matter how cool the picture or title on the front cover is, people inevitably go to the blurb to decide whether or not to buy it.
The meta description does the same thing for web pages; SEOs can give it the coolest title, and maybe even a picture, but it’s the Meta description that seals the deal on the all-important click. But, the meta description’s work does not stop there; not only does Google measure how many clicks a site gets, they also measure how long users stick around to browse.
Come For the Meta, Stay For the Content
It’s only after a specific number of seconds pass that the visit counts officially. Anything under the prescribed time will be read as a bounce, and that’s not good. If the meta description was written well, it’ll attract users that will actually read the page instead of getting out the moment they realize that the page isn’t what they are looking for.
We submit on these two grounds that meta descriptions are in fact important, and deserve the attention of anyone who works in SEO. We appreciate the difference the meta description makes, and if you feel the same way, contact us today. Our teams appreciate the importance in every aspect of SEO to serve clients better and rank higher.