His name is Martinez, Michael Martinez...
Cogent advice for reading his latest article These Aren’t The Meta Descriptions You’re Optimizing For, SEO Theory, 15-September-2011.
Now that you have finished spitting your morning/afternoon coffee all over your keyboard, let me ‘splain…
He takes huge swings and mighty wacks at the current value of:
* meta descriptions;
* keywords in page titles;
* link poor exact-match domains;
* chasing keywords;
with a final diversion into Panda, Algorithm vs. Ranking Factor.
It is a great read.
I think that will remain private, for now.
What are you doing with meta descriptions today? Seriously, what do you do with them?
While I agree with the thrust of your reasoning I believe that your reference to G&B2 is still somewhat extreme; I would compare them more to the Ailuropoda melanoleuca (endangered) and the Chelonoidis nigra (vulnerable) rather than the Raphus cucullatus (extinct). :angel:
If you have been paying attention to what Google (and Bing, too, actually) are doing with search listings, you should have realized that meta descriptions have gone the way of the DoDo bird.
For those who have not been paying attention to the growing web fora shock as SE chosen snippets increasing replace meta description... understand that the SEs are not limiting query returns to a page's 'site intended/emphasised keywords' but to near every term on a page, the anchor (and even surrounding) text in backlinks... Which means that more often than not for many pages the meta description has little to no relevance to most search queries for which a page is returned.
Generally speaking, I agree. And it looks to become increasingly so.
You need to be writing compelling PAGE COPY that can supply the most persnickety search engine with whatever kind of descriptive text snippet it wants.
But the carefully crafted crafted meta description is so often the veneer that too often covers the shoddy content construction below... oh woe and lamentations... :nanadevil: :nanadevil: :nanadevil:
Your Holy SEO Mantra for Meta Descriptions for the next THREE YEARS must now be: “The Entire Page Is The Meta Description”.
I know, isn't it loverly? :whistling:
There’s nothing like a well-written title tag. And, frankly, given all the SEO dreck I have to slog through every day about “title tags”, there *IS* nothing like a well-written title tag.
Differentiation. I don’t know. Call me crazy, but etymologically I think that word comes down from a word that rhymes with “different” rather than “same”. If you’re telling people to put their keywords into their page titles, how is that helping them to stand out from the crowd?
I’ll bet those cookie-cutter page titles look REAL compelling next to the cookie cutter meta descriptions, don’t they?
Yes, The Truth Is Out There but why not leave it quietly, I say again quietly, out there and let the herd believe what they want to believe... they hurt no one but themselves... the x-files are housed in a basement for good reason...
May they pay as much heed to Michael. :icanthearyou:
In the wake of the Google Panda algorithm, Eric [Enge] revisited Differentiation again. The lesson still failed to catch on.
If you haven't read it yet, scroll back up and follow the link. Don't be an SEO lemming. Read, think, consider, perhaps to test, analyse, act.