Why is Google not using META Description? - Profit Hunter

Recently, Google has become somehow suspicious of the site’s description (description). He simply ignores him. At first, I thought that these are not optimized sites that have no description as such. However, when viewing the page code, it turned out that the description is there, but it is not displayed as snippet in the search results. What is the reason? Why does Google not use META Description?

Example (I entered the full URL of the page in the request):

Why is Google not using META Description? - Profit Hunter

If you look at the code for this page, then description begins with the words " As a follow up to the Good Web Developer article ... ". What you see in the snippet is already in the very last paragraph of the article.

Example of another page (I entered the full URL of the page in the request):
Why is Google not using META Description? - Profit Hunter

Here the situation is fundamentally different. Removes reflects what is in the description. What is the reason for such a selectivity Google ?

Google is not so fastidious by its whim. If you compare these pages more closely, you can come to a definite conclusion: Google in snizhete reflects the most relevant content .

This is a private output. It would be more correct to say that Google will remove the content of the page that is most relevant to the request. If there is no such description, it takes it from the text.

Note the bold words in the snippet and in the title. Google highlighted matches. Conclusion: you need to rewrite the description for the page (in the second screenshot), using the words from the title in it.

Where else does Google get information for snippet?

In principle, there are not that many such places:

  1. From META Description;
  2. From page copies;
  3. From ODP (Open Directort Project) or DMOZ data.

Google uses SEO tools to generate snippets. And this is quite logical. Are there ways to “force” Google to always use META descriptions? There are no such methods. However, we can use leverage available to any SEO optimizer to improve snipet content.

1. Optimize META Decription

What should be part of the user's request. Ideally, when snipe reflects the contents of the header, because in the header we first write our queries (occurrences, LF, MF, HF).

2 Remove duplicate META

This can happen when there are many pages on the site, descriptions are written It’s automatic and there are similar headlines. This gives Google a reason to form incorrect snippets. The recommendation is simple: write descriptions manually for each page; the title should be unique. If you divide one article into two parts and the headings are similar, except for the additions like “Part 2”, etc., it is better not to do that. After all, each part of the article can act as a separate one and has its own title, the most reflecting its essence (request). Better at the end of the parts to make links to the following and to make descriptions for each. This will add “respect” from PS.

3. Block viewing data from ODP

If you suspect that your snippet is formed from the description in ODP (as a rule, this is relevant for the main pages of the site) then you can prohibit PS to use ODP by originating in the header.:

. meta name = "robots" content = "NOODP".

4. Block the snippet output in general (carefully)

There is another meta tag that completely prohibits the use of snippet for PS.

. Meta name = "robots" content = "nosnippet".

This directive will remove the output completely. Therefore, be extremely careful with its use. This also makes sense, for example, in legal matters (in content). And so, 99. 99% of all SEO questions are better addressed in content optimization.

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