Google rewrites meta descriptions for internet pages more than 70% of the time, according to a latest study inspecting search final results for 30,000 key phrases.
Portent analyzed cellular and desktop lookup effects to discover Google rewrites meta descriptions at a charge of 71% on cell, and 68% on desktop.
Centered on the facts, it’s realistic to deduct that Google will use a page’s own meta description all around 30% of the time.
Meta Description Rewrite Price by Lookup Posture
Knowledge from the research focuses principally on the 1st webpage of organic and natural research outcomes, excluding featured snippets.
Portent notes there is a bump in the charge of meta descriptions rewrites from positions 4 to 6, which may well be due to Google hoping to raise relevance of all those benefits.
“I speculate that considering the fact that positions 1-3 get the most simply click-through charge, Google might be making an attempt to increase the relevance for 4-6 to get far more clicks prior to end users depart the webpage or look for for something else.”
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So meta descriptions are probable to be rewritten additional frequently depending on the place the webpages rank.
Meta Description Rewrite Price by Lookup Volume
Traits had been observed when analyzing the marriage between rewrite rate and look for quantity.
Notably, the higher the look for quantity, the a lot less probable Google is to rewrite the meta description.
Portent speculates this is simply because SEOs prioritize crafting meta descriptions for key terms with the most searches per thirty day period.
“So why do we see this relationship? I feel it’s due to the fact SEOs are inclined to emphasis on creating meta descriptions for head conditions additional than the prolonged-tail…
You are in all probability not hyper-concentrating on the 10 lookups for every month phrases, and they almost certainly vary as well a lot to even concentrate on with any one particular description.”
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Meta Description Show Duration
One more variable that can range when it comes to meta descriptions is how many figures Google chooses to exhibit.
On desktop, it was identified that displayed people peak at 156 and fall off sharply following 165.
That variety could drop to all-around 142 figures if a day is shown in the snippet.
When Google rewrites the meta description it’s most likely to display screen concerning 160 to 167 people. With dates, the range is concerning 147 to 149 figures.
Plainly, Google is giving itself more home to work with when writing meta descriptions than it presents to internet site entrepreneurs.
On cell, displayable people for snippets without the need of a publication day peak at 118 and drop off right after 121.
Meta description duration on cell for snippets with a publication date slide someplace in between 95 to 105 figures.
When Google rewrites the meta description on mobile it will exhibit around 114 to 121 figures. With dates, the vary is involving 99 to 105 people.
What can SEOs do with all this new details about meta descriptions?
Here’s what Portent recommends:
- Maintain meta descriptions in between 150 and 160 characters for frequent internet pages.
- Maintain meta descriptions for blog site posts among 138 to 148 figures (and other internet pages with publication dates).
- Put the most essential information within the initially 100 figures.
Regardless of Google applying web-site owners’ meta descriptions only 30% of the time, it is crucial not to give up on producing them.
For extra details and insights, see the comprehensive research here.
Understand a lot more about why Google rewrites meta descriptions in this explainer from Research Engine Journal’s Roger Montti.
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Understand what site house owners can do to keep away from meta description rewrites in an post I wrote before this calendar year.