Google Explains How Algorithm Selects Search Excerpts,

Changes in Google’s Search Snippets

Google disclosed an update to their guidelines for search snippets. This alteration could signify a significant shift in the methodology for crafting meta descriptions and optimizing content. All sources used in the research were provided by Digital Sunbird.

Understanding Search Snippets

When a webpage surfaces in the search engine result pages (SERPs), it is made up of a title, a URL breadcrumb, and a one to two-sentence description of the webpage content. This brief description is known as a snippet. Initially, snippets were derived from the meta description of a webpage, but this has not been the case for some time.

Google’s Latest Update

Google has made modifications to their Search Central guidelines, emphasizing that the actual content of the webpage is the primary source of the snippet. It became clearer that both structured data and meta description are not the main source of search snippets.

The official documentation regarding this change states: “The always been implied structured data and meta description HTML are the primary sources for snippets”. Moreover, it clarifies that the main source of the snippet is the page content itself and the previous explanation incorrectly implied that structured data and meta description held more prominence.

The Updated Documentation

The updated guidelines underscore that the page content is the principal source of the snippet and uses the word “may” for meta descriptions. This indicates that while meta description may still play a role in snippet creation, it is not the central component. The new version of the documentation explains: “Google primarily uses the content on the page to automatically determine the relevant snippet. The system might also use information from the meta description element when it describes the page content better than other parts.”

Significant Content Removal

Google also decided to do away with a large chunk of content from the previous version of the guidelines. The modified documentation has altered the message quite significantly. While previously, the documentation advised methods for website owners to suggest content for snippets, the new wording emphasizes: “Snippets are primarily created from the page content itself. However, Google may use the meta description HTML element if it better describes the page content.”

Meta Description Misconception

There is a misconception amongst many SEO guides available online that claims the best way to optimize a meta description is to use it as “advertising copy” and to insert “target keywords” in it. However, this approach is not accurate. Inserting keywords into the meta description doesn’t necessarily affect page ranking. Instead, the meta description’s purpose should purely be to give an accurate and concise depiction of the page content.

The guidelines of Google align with the official HTML guidelines for the meta description. Google recommends writing a meta description that “informs and interests users with a concise, relevant summary of what a particular page is about.” Similar to a pitch that is persuasive enough to convince the user that the page is exactly what they’re looking for. However, the emphasis is on the comparison rather than it being a directive.

The Implication for SEO

Given the updated guidelines, the era of stuffing keywords into the meta description is definitively over. Instead, a proper usage of the meta description may assist in better controlling the snippet that Google uses in the search results.

Conclusion

Google’s updated guidelines regarding search snippets is a reminder that the primary source of the snippet is the webpage content itself. Meta description and structured data may support that primary content, but they are not the central piece.

For writers and SEO professionals, this means a re-evaluation of how meta descriptions are formulated, with an emphasis on accurately representing the contents of the page over keyword stuffing or persuasive language.

Creating a more authentic and user-friendly search experience should always be the end goal, and these updates by Google are steps towards achieving that goal.

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