Meta descriptions are used to display the short text on a search results page. Both Google and Yagoo have told us they wouldn't use the meta description to rank sites.
But Google has recently brought this element back into SERP.
Here is Google's reason for using Meta Descriptions called snippets, "We want snippets to accurately represent the web result. We frequently prefer to display meta descriptions of pages (when available) because it gives users a clear idea of the URL's content. This directs them to good results faster and reduces the click-and-backtrack behavior that frustrates visitors and inflates web traffic metrics. Keep in mind that meta descriptions comprised of long strings of keywords don't achieve this goal and are less likely to be displayed in place of a regular, non-meta description, snippet. And it's worth noting that while accurate meta descriptions can improve clickthrough, they won't affect your ranking within search results." from Wemaster Central Blog.
 Personal Search and Google
Google said they tailor search results based on their search history. Personalized results are not new on Google. The search giant has been customizing peoples SERPs (search engine results pages) for a while.
Here's How It Works
All the searches you run on Google are stored in your browser cookies as your 'Web History' and Google uses it to customize your search results. Your Web History is stored for 180 days, then old data is overwritten new searches. If you're signed in, there's no time limit and you can manage you Web History. Either way the searches you run and sites you visit will affect your future search experience.
The sites you visit more often will be pushed higher in the search results on related queries. You can tell that your search results have been personalized by the 'View customization' link in the upper right hand corner.
How Meta Descriptions May Affect Rankings
Although Meta descriptions are not an element of the ranking algorithm they can affect your site's positions in the personalized search results. Your Meta description is a crucial factor that determines the CTR (click-through-rate) of your site in search results. The more compelling your description is, the more searchers will click it. When they click through to your site from search results this is recorded in their Web History. Next time they search for a product or service related to your site, it may appear high up in their personalized search results.
Since everybody now gets personalized results, the scope of the effect your Meta descriptions have on your rankings can be very relevant. This is the reason to invest time into your Meta descriptions.
Making a Better Meta Description
Google doesn't always show the Meta description you provide. Sometimes it just compiles a random text snippet from your page that contains the keywords used in the query. But you can easily locate the keywords where your Meta description shows up by searching for them on Google.
Click HERE to read a blog about thes meta description snippets.
Summary
Some SEOs are just whining that this makes SEO success harder to measure.
It is suggested you take Google's strategy as an action item. Look at your Meta descriptions. Try out how your website appears in the search results and improve it. With personalized search or without it, having a catchy compelling text in your search results snippet will get you more clicks, more traffíc and more customers.
About The Author
Rank Tracker by Link-Assistant.Com when writing this article. You may also want to check out these SEO tools to get more productive with your SEO.
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