Structured Data + Meta Descriptions
-
Hey All,
Was just looking through some google pages on best practices for meta descriptions and came across this little tidbit.
"Include clearly tagged facts in the description. The meta description doesn't just have to be in sentence format; it's also a great place to include structured data about the page. For example, news or blog postings can list the author, date of publication, or byline information. This can give potential visitors very relevant information that might not be displayed in the snippet otherwise. Similarly, product pages might have the key bits of information—price, age, manufacturer—scattered throughout a page. A good meta description can bring all this data together. For example, the following meta description provides detailed information about a book.
"
This is the first time I have seen suggested use of structured data in meta descriptions. Does this totally replace a regular meta description or will it work in conjunction with the regular meta description? If I provide both structured data and text, will the SERP display text and the structured data the way it was previously displayed? Or will the 150 -160 character limit take precedence and just cut off all info after that?
-
JStrong,
Just to make sure we're all on the same page: Although Google uses the phrase "Structured Data..." I don't think they mean it in the same was as you would use, for example, Schema markup in the code. The example there is simply a meta description, which you can use for whatever purpose you like. It could be worth testing the Click-Through-Rate on meta descriptions like that (a metric you can see in Google Webmaster Tools) to decide if you want to use it, though for my money I'd bet on a description with a clear value proposition, offer, call to action, emotion, etc... that will also have their keywords bolded if they appear in the description.
If you do test it out please share what the effect on CTR in the SERPs was from GWT. Just because I'm curious.
-
Very interesting! I don't recall seeing that before but I checked the Internet Archive's Wayback Machine entry for that URL and the quoted extract has been there since at least 2013.
Elsewhere Google has been pretty insistent on structured data being part of the document itself as much as possible so it does seem somewhat contradictory advice. As you say perhaps they've simply forgotten to update that particular entry to reflect current thinking.
-
Hi Alex,
Ah, so something older then? This is where I saw the information. I thought Google was usually pretty good about removing outdated information, but maybe not in this case. I agree, that I have previously only worked with and seen structured data in the body markup, so not sure if this was a more recent development or not.
Thanks for the input!
-
Once upon a time it was possibly a good use of the meta description to include some salient structured data but today we have a proper way of marking up structured data. The meta description is best used for compelling, relevant copy to attract the user to click through to your site as the meta description is your one best hope of affecting what is shown to the user in the SERPs.
Search engines haven't shown any inclination to parse the meta description and I doubt they would do so in future. Structured data belongs in the document itself, marked up accordingly.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Syndicated content with meta robots 'noindex, nofollow': safe?
Hello, I manage, with a dedicated team, the development of a big news portal, with thousands of unique articles. To expand our audiences, we syndicate content to a number of partner websites. They can publish some of our articles, as long as (1) they put a rel=canonical in their duplicated article, pointing to our original article OR (2) they put a meta robots 'noindex, follow' in their duplicated article + a dofollow link to our original article. A new prospect, to partner with with us, wants to follow a different path: republish the articles with a meta robots 'noindex, nofollow' in each duplicated article + a dofollow link to our original article. This is because he doesn't want to pass pagerank/link authority to our website (as it is not explicitly included in the contract). In terms of visibility we'd have some advantages with this partnership (even without link authority to our site) so I would accept. My question is: considering that the partner website is much authoritative than ours, could this approach damage in some way the ranking of our articles? I know that the duplicated articles published on the partner website wouldn't be indexed (because of the meta robots noindex, nofollow). But Google crawler could still reach them. And, since they have no rel=canonical and the link to our original article wouldn't be followed, I don't know if this may cause confusion about the original source of the articles. In your opinion, is this approach safe from an SEO point of view? Do we have to take some measures to protect our content? Hope I explained myself well, any help would be very appreciated, Thank you,
Intermediate & Advanced SEO | | Fabio80
Fab0 -
Meta-description not used at all times
Hi all We are marketing an e-commerce site and seem to have a weird issue. For some reason the clearly specified meta description is not being used in the SERPs. Had a look in the source but all tags seems to be there. The site can be found here:
Intermediate & Advanced SEO | | Resultify
www.bangerhead.se A sample search in Google that uses the wrong info in the SERP:
https://www.google.com/webhp?sourceid=chrome-instant&rlz=1C5CHFA_enSE548SE548&ion=1&espv=2&ie=UTF-8#safe=off&q=bangerhead Any ideas to why this is? Grateful for any inputHave a nice day Fredrik0 -
International SEO Domain Structure
Hi Guys, I am wondering if anybody can point me to a recent trusted report or study on international domain name structure and SEO considerations. I am looking to read up on the SEO considerations and recommendations for the different domain structures in particular using sub-directories i.e. domain.com/uk, domain.com/fr. Kind regards,
Intermediate & Advanced SEO | | WeAreContinuum
Cian1 -
Search Results not Updating (Title, Description, and URL)
Issue: I recently discovered that my site was accessible by both HTTP and HTTPS. The site has used a rel canonical tag to point to the HTTP version. Google+ was pointing to HTTPS though. The title, description, and URL shown in the results for the homepage is HTTPS, other pages are HTTP, etc... Steps taken to Resolve: This week I did the following... 301'd all non-checkout pages to the HTTP version Switched Google+ URL to HTTP version and added new post with an HTTP link to the homepage. Used webmaster tools to recrawl and reindex the site Resubmitted XML Sitemap No luck... the site is still not updating... any advice would be greatly appreciated. Thanks all! Site is Here
Intermediate & Advanced SEO | | AhlerManagement0 -
Should I remove all meta descriptions to avoid duplicates as a short term fix?
I’m currently trying to implement Matt Cutt’s advice from a recent YouTube video, in which he said that it was better to have no meta descriptions at all than duplicates. I know that there are better alternatives, but, if forced to make a choice, would it be better to remove all duplicate meta descriptions from a site than to have duplicates (leaving a lone meta tag description on the home page perhaps?). This would be a short term fix prior to making changes to our CMS to allow us to add unique meta descriptions to the most important pages. I’ve seen various blogs across the internet which recommend removing all the tags in these circumstances, but I’m interested in what people on Moz think of this. The site currently has a meta description which is duplicated across every page on the site.
Intermediate & Advanced SEO | | RG_SEO1 -
Urgent problem - multilingual website title tag and meta description problem
Hello, Our client websites was ranking in high position in Google for a handful of keywords. Targeted keywords were in the title tag but for some reasons Google is not showing thouse keywords in title tag anymore. Instead Google shows same keywords in different language. I think there are some multilingual title tag problem. Any ideas how to solve it? Thanks guys
Intermediate & Advanced SEO | | serp-eesti0 -
Site Structure Question
Hi All, Got a question about site structure, I currently have a website where everything is hosted on the root of the domain. See example below: site.com/men site.com/men-shorts site.com/men-shorts-[product name] I want to change the structure to site.com/men/shorts/[product-name] I have asked a couple of SEOs and some agree with me that the structure needs to be changed and some say that as long as I dictate the structure with internal links and breadcrumbs the URL structure doesn't matter... What do you guys think? Many thanks, Carlos
Intermediate & Advanced SEO | | Carlos-R0 -
CSS dropdown Navigation Structure for PR passing?
Hello, We are designing a very large site with hundreds of landing pages that will need to get some of the Pagerank and trust our homepage has, so we are trying to make sure our navigation architecure is well set up correctly from the beggining. I'm curious though if I need to have left side CSS dropdown navigation (I know no javascript) like www.adventurebound.com or if we can just use the top style dropdown like www.adventurefinder.com has? I know straight HTML links would be best but unfortunately our site will be too large and complex for that. Thanks in advance!
Intermediate & Advanced SEO | | iAnalyst.com0