This weekend I was checking out some organic search results for higher education sites. I was astonished by the number of higher ed sites that do not use a meta description.
Why the meta description is still important. The meta description won’t help your ranking in the top search engines, but it’s still very important.
It describes your page. According to an old SEOmoz post, the meta description is used:
- To describe the content of the page accurately and succinctly
- To serve as a short, text “advertisement” to click on your results in the search results
- To display targeted keywords, not for ranking purposes, but to indicate the content to searchers
The meta description is usually listed beneath the linked title in most search engine results. Key for click-throughs. The keywords users search for in the top search engines are also bolded in the search result (the meta description and title tag). Again, key for click-throughs.