The meta snippet and its structure

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The goal of the meta snippet is to convince the user of the search result and entice them to click. They should then stay on the corresponding website for as long as possible and interact with it. This is achieved through an appealing structure of the snippet. Furthermore, the text of the meta snippet should not promise anything that the user cannot find on the website.

The snippet is usually divided into three areas:

Title
URL
Description
The structure of a meta snippet (title, URL, description)


Meta title
The meta title is a "primary ranking factor," meaning that Google analyzes the title and includes it in its ranking evaluation of the website. The main keyword of the respective website should therefore be included in the title; otherwise, Google and users will have difficulty recognizing the connection between the search query and the website or meta snippet.

Each title should be individually written, even if it involves a lot of work, as multiple use of jamaica phone number data the same title can be viewed by search engines as duplicate content and result in a downgrade in the website's rankings. It's also important to ensure the title is the correct length. If the specified length of 569px (approximately 65 characters including spaces) is exceeded, Google will abbreviate the title with "...", for example.



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Meta description
Unlike the meta title, the meta description is not included in the ranking evaluation (see OMT webinar "SEO Myths") and therefore has no direct influence on the website's position in the search results. However, since the description can be used to draw users' attention to the search result and thus influence the CTR and user data, the description is also referred to as a "secondary ranking factor."