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Google Rewrites Meta Descriptions Over 70% of the Time via @MattGSouthern https://ift.tt/2S2i5iA Google rewrites meta descriptions for pages over 70% of the time, according to a recent study examining search results for 30,000 keywords. Portent analyzed mobile and desktop search results to find Google rewrites meta descriptions at a rate of 71% on mobile, and 68% on desktop. Based on the data, it’s reasonable to deduct that Google will use a page’s own meta description around 30% of the time. Meta Description Rewrite Rate by Search PositionData from the study focuses primarily on the first page of organic search results, excluding featured snippets. Portent notes there’s a bump in the rate of meta descriptions rewrites from positions 4 to 6, which may be due to Google trying to boost relevance of those results.
Advertisement Continue Reading Below So meta descriptions are likely to be rewritten more frequently depending on where the pages rank. Meta Description Rewrite Rate by Search VolumeTrends were observed when examining the relationship between rewrite rate and search volume. Notably, the higher the search volume, the less likely Google is to rewrite the meta description. Portent speculates this is because SEOs prioritize writing meta descriptions for keywords with the most searches per month.
Advertisement Continue Reading Below Meta Description Display LengthDesktopAnother factor that can vary when it comes to meta descriptions is how many characters Google chooses to display. On desktop, it was found that displayed characters peak at 156 and drop off sharply after 165. That number could drop to around 142 characters if a date is displayed in the snippet. When Google rewrites the meta description it’s likely to display between 160 to 167 characters. With dates, the range is between 147 to 149 characters. Clearly, Google is giving itself more room to work with when writing meta descriptions than it gives to site owners. MobileOn mobile, displayable characters for snippets without a publication date peak at 118 and drop off after 121. Meta description length on mobile for snippets with a publication date fall somewhere between 95 to 105 characters. When Google rewrites the meta description on mobile it will display around 114 to 121 characters. With dates, the range is between 99 to 105 characters. TakeawaysWhat can SEOs do with all this new data about meta descriptions? Here’s what Portent recommends:
Regardless of Google using site owners’ meta descriptions only 30% of the time, it’s important not to give up on writing them. For more data and insights, see the full study here. Additional ResourcesLearn more about why Google rewrites meta descriptions in this explainer from Search Engine Journal’s Roger Montti. Advertisement Continue Reading Below Learn what site owners can do to avoid meta description rewrites in an article I wrote earlier this year. SEO via Search Engine Journal https://ift.tt/1QNKwvh September 26, 2020 at 12:21PM
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