Julia Sta Romana

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Google rewrites meta descriptions for pages over 70% of the time, according to a recent study examining search results for 30,000 keywords.

Portent analyzed mobile and desktop search results to find Google rewrites meta descriptions at a rate of 71% on mobile, and 68% on desktop.

Based on the data, it’s reasonable to deduct that Google will use a page’s own meta description around 30% of the time.

You can read the entire story here: Google Rewrites Meta Descriptions Over 70% of the Time

What can SEOs do with all this new data about meta descriptions?

Here’s what Portent recommends:

  • Keep meta descriptions between 150 and 160 characters for regular pages.
  • Keep meta descriptions for blog posts between 138 to 148 characters (and other pages with publication dates).
  • Put the most important information within the first 100 characters.
Regardless of Google using site owners’ meta descriptions only 30% of the time, it’s important not to give up on writing them.

For more data and insights, see the full study here.
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