Πώς οι μηχανές αναζήτησης επιλέγουν την περιγραφή σας
Εάν είστε νέοι εδώ, μπορείτε να θελήσετε να προσυπογράψετε στο μου Τροφή RSS. Ευχαριστίες για την επίσκεψη!
Από τη Jill Whalen
Το υψηλό Rankings.com
Κατωτέρω είναι τι που βρήκα στο SERPs από σήμερα, από άποψη τι παρουσιάζουν για τις περιγραφές και τα αποκόματα:
1. Unlike 3 years ago, today Google will default to your Meta description information when you search for a page by URL such as www.example.com. Yahoo does the same, which was also true for them in 2004. But of course, not many people other than the site owners themselves search using a page’s URL.
2. Google will often default to the Meta description information, even if the searched-upon keywords do not appear within it, which they weren’t doing as much back in 2004.
3. Yahoo will also default to the Meta description info; however, they tend to take just the first part of the Meta description and then add a snippet of text from the visible page copy that happens to have the searched-upon keywords within it.
4. Google does not (at this time) seem to give any weighting to pages when the keyword queried is used only in the Meta description tag and nowhere else. I say “at this time” because I know in the past I have seen them show pages that have the keyword only in the Meta description, and I wouldn’t be surprised if this is something they turn on and off at various times.
If/when they do show pages that have the phrase only in the Meta description tag, it would tell us that they give some bit of weighting to words in that tag. If they don’t show it, then there would be no weighting attached to the words in the Meta description tag.
5. If the page has no Meta description tag, Google appears to display a description that is almost always the start of a sentence that happens to contain the keyword phrase as opposed to a snippet grabbed from the middle of a sentence. This is interesting, as they often used to just grab the first instance of the keyword phrase, which didn’t always make for a nice snippet. Grabbing the start of a sentence definitely makes the SERP itself look nicer and I commend Google for displaying things this way currently. If the page is listed in DMOZ and lacks both the description and “NoODP” Meta tags, Google will also sometimes display the DMOZ description for a page.
6. If the page has no description Meta tag and is in Yahoo’s directory, Yahoo will default to using their directory description, unless the “NoYdir” Meta tag is placed on the page (see article referenced in #5). If it’s a short description, they will also add some snippets of text from the page. This can look jumbled at times, in my opinion.
7. If the page has no description Meta tag and is not in Yahoo’s directory, Yahoo will take a snippet from text on the page that contains the keywords (or some of the keywords) in the query. Unlike Google, they do not take the snippet from the start of a sentence, making their SERPs look not quite as nice as Google’s.
Those are pretty much the highlights of what I found. It’s easy enough to test this for yourself if you’re so inclined. Simply do some searches at the engines and review the SERPs, the source code on the page, and the words on the page. Don’t forget that results will depend on whether the page has a DMOZ (dmoz.org) or Yahoo directory listing (dir.yahoo.com).
In terms of what this means as you’re optimizing your pages, it’s clear that it’s worthwhile to create a unique and compelling Meta description for each page of your site, as that will provide you with the most control over what your potential audience sees in the SERPs. Barring that, as long as you have well-written content on the page that naturally uses your keyword phrases, you still have a good chance of having a decent description show up — at least in Google.
CEO and founder of High Rankings®, Jill Whalen has been performing search engine optimization since 1995 and is the host of the free High Rankings Advisor search engine marketing newsletter, author of “The Nitty-gritty of Writing for the Search Engines" and founder/administrator of the popular High Rankings Search Engine Optimization Forum. In 2006, Jill co-founded SEMNE, a local search engine marketing networking organization for people and companies in New England.