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Title tags and meta descriptions are suggestions, not commands. The fundamental reason why the title tag and meta description you set are not visible on the search results page is because the title tag and meta description are suggestions, not commands, to the search engine. If you look at the two images below, you can see that the meta description in HTML and the meta description on the search results page are different. From a digital marketer's perspective, they can set the title tag and meta description they want to display on the search results page, but search engines are not obligated to use them. Search engines only refer to metadata in HTML when displaying page results on the search results page, but do not always use it. That's why it takes a long time for your title tag and meta description to not be visible on the search results page. Title tag and meta description in HTML Title tag and meta description displayed in SERPs Factors Google considers when choosing title tags and meta descriptions Even if you spend a lot of time changing your title tags and meta descriptions, it's only a suggestion and will be incredibly frustrating if Google doesn't use it. To avoid such situations, you need to understand when Google accepts ‘suggestions’.
There are two main factors that Google prioritizes when selecting title tags and meta descriptions on search results pages. It is the degree of relevance and suitability to the search term and the degree to which it reflects the page content. Let’s learn more about each element through Special Data real-world examples. Relevance and suitability to search terms Google's ultimate goal is to display the most appropriate and relevant results for what users are curious about on the search results page. So, when creating your title tags and meta descriptions, be sure to keep this simplest yet important fact in mind. In other words, creating title tags and meta descriptions that are most relevant and appropriate to the user's search terms should be your top priority. So, a question may arise here. “What are the most relevant and appropriate title tags and meta descriptions for the search term?”. This is because relevance or suitability are ambiguous concepts that can be interpreted differently from person to person. But fortunately, the relevance and appropriateness in the area of title tags and meta descriptions is very clear. Just ‘include’ the search term. Let’s learn more through an example of call-to-action (CTA) button colors that actually lead to clicks on Twinword blog posts .
Title tag and meta description set for a blog post with a call to action (CTA) topic The main topic of the post is call to action, and the English name of call to action is CTA. According to Twinword Ideas, both keywords have high search volume. (CTA search volume is 1600 per month on average, call to action search volume is 70) The image above is the title tag and meta description information included in the HTML of the post. You can see that the title tag includes both 'call to action' and 'CTA', but the meta description only includes the CTA. Now, let’s check what title tags and meta descriptions appear when searching for ‘call to action’ and when searching for ‘CTA’. Because the set meta description included the search term 'CTA', we used the meta description set by Google. The title tag and meta description when searching for a CTA are as shown in the image above. Because 'CTA' is included in both the set title tag and meta description, the set value is exposed as is on the search results page. So what about when you search for ‘call to action’? Because the set meta description did not include the search term 'call to action', the meta description set by Google was not used. As mentioned above, the set meta description did not include a 'call to action'. Due to this effect, the meta description that is actually displayed on the search results page is not a set value, but Google arbitrarily takes the part containing 'call to action' from the text and displays it.
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發表於 2024-1-10 18:15:55
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