Another Reason Meta Descriptions Matter

We're putting a lot of time and resources into our Search Engine Optimization (SEO) efforts since we've ramped up our web development and our DiverseCity Tech program. DiverseCity Tech is a social enterprise, which means it serves two purposes; it provides a valuable service to the nonprofit and small business community, and it helps young adults learn how to build a business and develop marketable skills. The DTechs build websites, manage web presence, and market their services in the community.

SEO is how you improve your site's "attractiveness" to the search engines in order to improve its position in search results. Everyone wants their site to be #1 for certain terms (keywords), right? Well, the "meta description" portion of a page is the text you see underneath the URL in a search result. Here is a search example:

The site in the #1 position on Google for the term "vacant" is m-w.com. Google obviously figured that I wanted the definition of that word and served this site and others like it to me. The "meta description" for the site in the #1 position is

"Definition of vacant from the Merriam-Webster Online Dictionary with audio pronunciations, thesaurus, Word of the Day, and word games."

The problem is, it doesn't give the actual definition. How helpful is that? The next one down, from reference.com, does.

Of course, I can click the first URL if I want the definition but why would I do that when another site gave me the information I was looking for? If you're viewing the results on a desktop monitor, it's not such a big deal I suppose because you can scan down the screen and find what you're looking for, but if you're viewing it on a mobile device, scanning the screen isn't always as easy, and you don't want to open the site if you don't have to. Of course, if you do, the site you're most likely to visit is the one that gave you more information initially. Mobile devices are one reason why meta descriptions are even more important than ever.

I know, I know...there's an app for that. But the point is, the more descriptive your meta descriptions, the better your site and its pages serve their purpose, and the more attractive your site is for your potential visitors and the search engines.

Now if you follow this logic or if you're an astute SEO and you know what the little graphs underneath each result mean, you're probably wondering why the top site is actually in the top position. That's one of the many questions SEOs ponder and work on every day.

Just remember, better meta descriptions make for a better quality site.

NOTE: Bing's top result on the term vacant is from their Encarta website, which gives the full definition.