The Great Meta Description Debate
The world of Search Engine Optimization (SEO) is always buzzing with new ideas and strategies. Recently, an SEO expert shared his findings on social media, claiming that not using meta descriptions can actually lead to an increase in traffic. But is this really the case? Let’s dive into the details and explore the arguments for and against using meta descriptions.
What Are Meta Descriptions?
Meta descriptions are short summaries of a webpage’s content that appear in search engine results. They’re meant to entice users to click on the link and visit the page. But do they really make a difference? Mark Williams-Cook, an SEO expert, conducted a test to find out. He compared pages with and without meta descriptions and found that the pages without meta descriptions received a 3% increase in traffic.
The Case Against Meta Descriptions
Williams-Cook argues that Google rewrites around 80% of meta descriptions anyway, so it’s not worth the effort to write them manually. He also points out that the best meta descriptions are query-dependent, meaning they should be tailored to the specific search query. But since Google can rewrite them to be more relevant, it’s better to let the search engine do its job. By not using meta descriptions, you’re giving Google the freedom to create a more relevant and enticing summary of your page.
The Problem with SEO Tests
But not everyone is convinced by Williams-Cook’s findings. Jono Alderson, a technical SEO consultant, argues that SEO tests are often flawed and don’t take into account the complexities of the internet. He calls SEO testing "performative theater," meaning it’s more about show than actual substance. Alderson points out that the internet is a volatile and unpredictable environment, and it’s impossible to control for all the variables that can affect search engine rankings.
The Limitations of Statistical Testing
Alderson’s argument is that statistical testing, which is often used in SEO, is not suitable for the internet. The internet is a complex system with many variables, and it’s impossible to isolate a single factor and measure its effect. Even if you have a control group, there are always external factors that can influence the outcome. This means that SEO test results are often unreliable and shouldn’t be taken as gospel.
Focus on Meaningful Changes
So, what’s the takeaway from all this? Jono Alderson argues that instead of focusing on what can be tested and measured, we should focus on making meaningful changes to our websites. This means prioritizing content quality, user experience, and other factors that can actually make a difference in search engine rankings. While Williams-Cook’s suggestion to omit meta descriptions might be interesting, it’s not a guarantee of success. What’s more important is to focus on creating high-quality content and a great user experience.
Conclusion
In conclusion, the debate around meta descriptions is ongoing, and there’s no clear winner. While some argue that omitting meta descriptions can lead to an increase in traffic, others point out the limitations of SEO testing and the importance of focusing on meaningful changes. Ultimately, the key to success in SEO is to stay flexible, keep learning, and prioritize what really matters: creating high-quality content and a great user experience. Whether or not to use meta descriptions is just one small part of the larger puzzle, and it’s up to each individual to decide what works best for their website.