The Importance of Google Search Descriptions

Google Descriptions Experiment

Google has a history of frequently conducting tests on their search engine results page (SERP). Previously in 2015, they removed descriptions from the results listed. This made it possible to only see titles and URLs on the SERP. This meant that the normal two-line description that pops up with the link was taken out. Recently, Google has been testing this type of listing again, but the test appears to have only lasted a few days, and for some a few weeks.

The Importance of Search Engine Link Descriptions

Search Engine Optimization (SEO) is the process of constantly improving your site to increase the visibility when certain targeted keywords are searched. Although Google announced back in 2009 that meta descriptions do not factor into Google’s ranking algorithms, the descriptions still positively impact a page’s rank. The description under the name of the link is very important to consumers. When a consumer searches a topic on google, most of the time the words from the search will appear in the description.

This is important for the consumer as well as the company because the more specific that description is, the more likely you’ll be bringing in traffic from your targeted audience. When your content ranks for a specific keyword, the SERP shows the meta description summarizing your page. Meta descriptions hold the power to improve your click-through rate (CTR) of organic search results, which overall means more traffic to your site.

Consumer Reaction

Consumers that use the free search engine are reacting in a variety of ways. Google Live Experiments are conducted at random and sent to target random accounts. This gives Google the ability to conduct experimental variations of new ideas or visions they might implement in the future.

Many are against this experiment that lasted 2 weeks since they argue there is value to showing a brief description on the SERP. Others suggest that Google should create a way to opt out of these experiments. Consumers found a few ways to opt their screen out of these experiments, which includes:

  • Use a different search engine
  • Create another google account to hold as a backup account
  • Change your region in search settings

SEO is the Key

Overall, SEO is important in bringing traffic to your website and without Google search descriptions it is difficult for consumers to find exactly what they’re looking for. This serves as a reminder that when you are typing a Google description make sure you highlight and select keywords that will guide traffic to your site. For more information on the positive impacts of key words and SEO on search descriptions, contact Blushark Digital for a consultation today.