Duplicate META Descriptions and SEO
Does your page have to have a META Description, and is it OK to have two META descriptions that are the same?
Well, No, and No.
1. If you don’t write a META description for your web page, then you allow Google to dynamically set appropriate text into the search results page that ‘best matches the searcher’s enquiry’. In other words, Google can match the snippet it grabs from your page with the keywords used to search. If you’re really terrible at writing META Descriptions, or simply have far too many to write, you can possibly get away with leaving them blank. Just make sure your most important web pages have good METAS for both SEO reasons and conversion reasons. Remember, your Page Title and META description are often the first view someone has of your website, so if they don’t read well, or aren’t particularly inviting, you might miss out on the click to your site.
2. Also keep in mind that you can’t ‘force’ your META description to come up in the search results. Sometimes your website can render in search but Google can still replace your nicely written META with what it thinks is more relevant from your page. In other words, the ‘perfect’ META description tries to predict what search terms may render your web page in SERPs, but you can’t guarantee that they in fact render there.
Another question follows from that: Is it possible to write more than one META Description for a page?
Again, No, BUT:
It’s possible to deploy spans in your site texts that try to predict various combos of keywords which in theory means you can have an unlimited number of “META Descriptions” (I now call them that loosely – because technically they are not METAs but they do ACT like them). We’re starting to get very tricky here. Contact us if you’d like help with creating META-like spans to boost your click-through-rates from Search Engine Results Pages (SERPs).
You might be interested in this short article on SEJ.
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