Ecompromo | June 2, 2017 | SEO Resources
Before buying a book, people like to get a snapshot of how they’re about to spend a few hours reading. They’ll take a look at the synopsis, the preface, or even the prologue just to get a sense about whether they’ll like the book.
Search result snippets are much the same; they help people decide whether or not it makes sense to invest the time reading the page the snippet belongs to.
The more descriptive and relevant a search result snippet is, the more likely that people will click through and be satisfied with the page they land on. Historically, snippets came from 3 places:
The content of the page
The meta description
The content of the page is an obvious choice for result snippets, and the content that can be extracted is often the most relevant to people’s queries. However, there are times when the content itself isn’t the best source for a snippet. For instance, when someone searches for a publishing company for their book, the relevant homepages in the result set may contain only a few images describing the businesses and a logo, and