![]() ![]() ![]() It’s the first thing the user sees, next to the page title and target URL, when entering a keyword in the web search. So does the meta description still fulfill a purpose for SEO?Īlthough today’s SERPs are frequently enhanced through rich snippets, the meta description, as the first glimpse for potential users, hasn’t lost its meaning. If, today, a person or company calling themselves a “search engine optimizer” still offers the optimization of meta descriptions amongst their services, and treats this as an important ranking criteria, they are simply wrong and charging for something that fails to add quality. Basically, pages were overloaded with keywords and were turning into spam, which may have pleased search engines, but were not much use for actual human searchers. Because of the massive use of keywords during the early years of SEO, designed to manipulate search engines, the value for users dropped more and more. In the year 2009, relatively late, Google stated that meta keywords and meta descriptions no longer had a decisive impact for its ranking algorithms. See also our glossary entry on Keyword Stuffing. It could be “stuffed” with relevant keywords, as could meta titles or the content itself. One of the most important elements for page optimization was the meta description. In the early years of web search, at the start of the millennium, a website’s meta tags were mainly used to help determine the page’s ranking in the search results. The criteria used by search engines to rank a website are becoming increasingly differentiated and complex. Throwback to when meta phrases with keywords were still relevant to page rankings If executed well, a high-quality meta description can increase traffic and CTR (click-through rate), because a relevant snippet will encourage the user to click on the search result. Today, the quality and relevance of the description’s content play a much more important role in optimization of the snippet. A long time ago, the inclusion of the keyword in a URL’s meta description was one of the SEO ranking factors. ![]()
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