Google's Updated Search Snippet Guidance: What You Need to Know
Google has recently updated their search snippet guidance to clarify how the algorithm chooses what to use in the search results. This article covers the significant changes, the impact on SEO, and the proper use of meta descriptions.
Understanding Google's Search Results Snippets
Google has made significant updates to its search snippet documentation, shedding light on the factors that influence the algorithm for selecting and displaying search result snippets. This change marks a significant shift in how meta descriptions are written and how content is optimized.
A webpage displayed in the search engine results pages (SERPs) comprises a title, a URL breadcrumb, and a concise description of the webpage content, known as a snippet. Traditionally, the snippet was derived from the meta description, but Google's recent updates have changed this practice.
The updated guidance from Google's Search Central documentation clarifies that the main source of the snippet is the content of the page itself. This means that structured data and the meta description are no longer the primary sources for search snippets. The official documentation emphasizes that the page content plays a pivotal role in determining the snippet displayed in the search results.
The recent changes in Google's snippet documentation have removed a significant amount of content from the previous version, leading to a clear shift in the message conveyed. The new guidance highlights the importance of the page content in determining the snippet, while also acknowledging the potential use of the meta description element under specific circumstances.
Implications for SEO
The updated guidance from Google carries significant implications for search engine optimization (SEO) practices. Many SEO guides have previously recommended optimizing meta descriptions by using them as 'advertising copy' and including 'target keywords' to attract attention in search results. However, this advice is now outdated and incorrect.
It is important to note that adding keywords to the meta description does not impact ranking, and the purpose of a meta description is not to entice clicks from the SERPs. The correct use of the meta description is to accurately and concisely describe the webpage content, aligning with the official W3C HTML specification for meta descriptions.
Google's guidance emphasizes that the meta description should provide a short, relevant summary of the page content and should not be treated as a tool for keyword optimization. The focus is on accurately informing and interesting users about the webpage, rather than manipulating search results through keyword-packed meta descriptions.
The updated snippet guidance underscores the shift towards prioritizing content and accurate description, signaling the end of keyword-packed meta descriptions as a means of influencing search result snippets. By adhering to the proper use of meta descriptions, website owners can better control the snippet displayed in search results.
Key Takeaways
The primary source of search result snippets is now the content on the page itself, with the potential use of the meta description element under specific circumstances. Structured data no longer plays a role in the selection of words for search result snippets.
The days of packing keywords into meta descriptions for the purpose of influencing search result snippets are over. Website owners should focus on accurately and concisely describing webpage content in meta descriptions, in line with Google's updated guidance.
