GOOGLE VERSUS BROWSER DESCRIPTIONS
Posted by Fabrick on 29 March 2021
Google hasn’t officially waged war against browser descriptions, a.k.a meta descriptions, but sometimes to a die-hard SEO it can sure feel that way. Picture the scene, you’ve done your keyword research, you’ve got your keyword analytical data and you’ve set about writing the perfect description. You wait for Google to re-crawl the page and discover Google is ignoring your suggestion. Because, that’s what it is, a suggestion.
Why is Google ignoring my browser description?
Here are a few possible reasons why the search engines aren’t using your browser description:
The browser description is stuffed full of keywords
Google is firmly pushing the idea that all content (therefore browser descriptions) should be written so it’s useful for the visitor to easily understand. Your readers are busy people who are probably going to end up scan reading the beginning of the page to make sure it’s relevant to their query.
Don’t stuff the description full of keywords, hoping that one of those terms will register with the reader; instead spoon feed them with reasons why they need to click on your page.
What’s in the browser description doesn’t match what’s on the webpage
Here it’s a relevance thing. Similar to the point above, Google might sometimes rewrite or take a snippet of text from your page that is more relevant to the search query.
There’s no automatic fix for this one, simply if you’ve noticed the browser description being served in the search results isn’t what you provided, take note of it and try rewriting it!
There isn’t a meta description tag on the page
Alright, I know this one sounds more like SEO 101, but this is another reason why Google will automatically choose text from what’s on the landing page. Either check in your CMS you have a box that allows you to manually write in and if that’s filled out, check the tag is appearing on the landing page.
<meta name=“description” content=“Do these tags appear on your landing page?” />
If you’re using Yoast SEO to help with your day-to-day SEO then make good use of these boxes on each page:
This problem isn’t just relevant to the built environment but to all industries. However, in an industry that that has different levels of SEO and brand exposure, it’s important to start with the basics. After all, you can have an amazing product or brand, but if Google doesn’t understand what you’re trying to say, will your busy customers?
For more information on how we can help you promote your brand through SEO or through other services, get in touch with us today!