Google Reverses Update of Longer Meta Descriptions

Google Reverses Meta Descriptions Update

Google Reverses Meta Descriptions Update

Leave it up to Google to reverse one of the biggest visible changes to search engines in many years. Back in the beginning of the year, they announced that they would begin showing around 320 characters underneath the titles when you perform a search on their website. This was a big change, as the number of websites shown above the fold and on your screen would have shrunk by 2-5 (depending on your screen size). That meant that if your website had longer description tags, it would take up more space and valuable real estate on the already crowded search engine results pages.

Reducing Meta Descriptions

In a surprising decision, Google has reduced the number of characters shown in meta descriptions on the search engine results page from ~320 back to ~160. While this does not mean the end of the world, it does mean that your descriptions will cut off, sometimes mid-sentence.

Recently, Google has used the description tags as a suggestion, instead of a definite. For instance, if someone searches for a very specific thing and the page that relates to it does not have that term in the description, Google will randomly take the liberty of replacing it with content from the page that does.

Why are metas important?

Titles and Descriptions are the first impression that searchers get when perusing the list of websites to click on for their particular search. Well-written and descriptive meta tags entice users to click on your site, so spending the time to write and rewrite them is worth it. If you have the best website in the world, but poorly written, or missing metas, your website will miss out on traffic from search engines, as you have not given searchers a reason to click on your site. Metas are one of the most important factors driving traffic to your website.

Can Online Reviews Help My Search Rankings?

Online Reviews

Online Reviews and Search Rankings?

This is one of the most popular questions we get when meeting with clients to discuss their online presence. In a short answer: No. In a longer answer: Absolutely. Here’s why.

Bing Search Engine Results for “dallas sushi”

For the purpose of this blog, I went to both Google and Bing and did a search for ‘dallas sushi’ and on both search engine results pages, the very first thing that popped up were online reviews. Yelp for Bing and Google Reviews for Google. That means when people are searching for your business, if you have a less than stellar rating on either service, you aren’t presenting your business in the proper light.

If you’re out searching for the best sushi joint close to your home and there’s a 3-star review and a 5-star review, which one would you likely choose? Of course, there are many factors that go into that ranking, but, upon first glance, the 5 star review will be chosen more often.

Bing Online Reviews
Bing Search Engine Results for “dallas sushi”

It is not just Google and Bing anymore.

The restaurant and retail industries have become more and more dependent on the online review aggregators over the past few years. The rise of Yelp, Urbanspoon, Foursquare and Google Reviews shows that potential customers are willing to spend the time needed to wade through reviews to find what customers have to say about a business before they step in the front doors.

If your business has any reviews online, you must take action and address problems and compliments to your business, just as you would if someone were telling you in person. If an unhappy customer is out there writing reviews of your business in a negative light, then the number of customers lost can noticeably affect your income.

Google Online Reviews
Google Search Engine Results for “dallas sushi”

So, back to the original question: Can online reviews help your search rankings? While you may not notice an uptick in your traffic from Google or Bing, you will notice an increase in traffic from the countless number of review sites out there. Where are they coming from? Just do a search for “sushi” in your preferred search engine and take a look. Underneath the reviews and the local maps, is the organic search results, Yelp and Google Reviews are the all over the place.

Have you noticed an increase in traffic from online review sites?