An extended search result (rich snippet) can include, among others, user ratings, a FAQ section with two questions and answers, article and product carousels, information about price, stock status and much more. Elements such as ratings and FAQ can appear simultaneously in the results list, which improves the attractiveness of our proposition in SERPs .
rich snippet in google search engine
rich snippet in google search engine
In online stores, it is important to use technical parameters and provide additional information about the product, such as:
manufacturer name,
availability,
number of pieces in stock,
price,
GTIN / EAN code.
Featured snippets are also common. They are a piece of content on a page that Google believes best answers a query. They are located just below the search box.
fragment with answer
fragment with answer
Why isn't Google displaying my meta description?
Google reserves the right to adjust the site description and present it in a way that it deems most useful to users. A good meta description may appear in the search results in its original version, but the final assessment of the quality of the description lies with the algorithms. Recently, Google has also been doing the same with the meta title and decides on the final version that is displayed in the SERPs.
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Errors in descriptions
You already know how to prepare a good quality meta description and this knowledge, when applied in practice, can translate into visible results in the website statistics. Below I present the most common mistakes related to creating website descriptions. People who are starting their adventure with website positioning may be aware of the importance of this element, but they do it poorly. Some, on the other hand, want to overly refine the description, which is why they forget about the rules I mentioned earlier.
Description off topic
There is nothing worse than a page description that has nothing to do with its content. In such situations, Google often saves users from useless content by displaying the most relevant fragment of the subpage in the description section.
Many people still believe that one meta description for the entire site is enough. Duplication in this case is often a road to nowhere. Something that makes sense on one page may not make sense on another.
An even worse practice is trying to manipulate the description, which is supposed to attract users and may initially seem to bring results. Such actions will not bring any real benefits, and in the long run they may cause our site to lose its position in Google rankings . Dissatisfied users who quickly leave the site because they did not find the information they are interested in increase the so-called Bounce Rate . This is another ranking factor that in this case may work to our disadvantage.
Too many keywords
We can still come across many websites whose administrators overseas chinese in canada data stubbornly stuff keywords unnaturally into both meta tags and the page content.
Keyword stuffing in meta description
Keyword stuffing in meta description
Although the meta description has not officially affected search engine results for almost 15 years, this method is still noticeable even on newly established portals. Keyword stuffing is an old practice, not accepted by Google , which makes no sense in the case of the meta description, and in the case of other content can do more harm than good. Keywords on the page should be used naturally - this also applies to the meta description.
No meta description
I think that at this stage I don't need to convince you that it's worth setting unique meta tags : title and description. The lack of a description set in the page code means that Google can display any information it finds on the page. Unfortunately, it happens that the resulting content patchwork is not very valuable to users and is quickly skipped by them.
pages without a meta description set
pages without a meta description set
How to check meta description?
We can check the description of the main page or a given subpage in several ways:
In the page code
We go to the page we are interested in and expand the context menu (opened by pressing the right mouse button), then click "View page source" (Google Chrome), "Show page source" (Mozilla Firefox) or simply "Page source" (Opera).
We will see the source of the page, where in the head section we should find the meta name="description" tag .
meta description in page source
meta description in page source
Screaming Frog
Screaming Frog Seo Spider is a tool that allows you to scan a website and provide a lot of information that is useful during an SEO audit and technical optimization. In the free version, this crawling tool allows you to scan a maximum of 500 addresses. For larger sites, it is necessary to purchase an extended version.
The tool collects, among other things, data on the meta description of all subpages, thanks to which we can quickly check and optimize descriptions en masse by exporting them to a spreadsheet. It also allows for a quick check of the length of the description expressed in characters and pixels.
