Strange SERP listings - meta description not appearing

[GBC]

This post is deleted!

[CMC-SD]

Google does not always use the meta description in the snippet, and there's no way to force them to do so.

Google's generation of page titles and descriptions (or "snippets") is completely automated and takes into account both the content of a page as well as references to it that appear on the web. The goal of the snippet and title is to best represent and describe each result and explain how it relates to the user's query.

We use a number of different sources for this information, including descriptive information in the title and meta tags for each page. We may also use publicly available information—for instance, anchor text or listings from the Open Directory Project (DMOZ)—or create rich snippets based on markup on the page.

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35624

Presumably, they think these rich snippets are more useful to searchers. As someone who frequently searches for recipes, I have to agree. When I'm deciding which link to click on, I don't want to see a flowery description that someone wrote to try to entice me to click. I want a preview of what the recipe will actually involve.

Based on that, my advice would be to adjust based on what Google is doing.They appear to be pulling the first 60 characters of the recipe introduction, step 1, and step 2. So write the introduction and steps 1 & 2 with the understanding that the first 60 characters may appear in your SERP snippet. Keep them concise and get relevant details (unique qualities, preheating, timing, ingredients, etc.) into the first 60 characters. On the chocolate profiterole example, your first 60 characters claim that the recipe is unique but doesn't say why. Rewrite the sentence so it's more like "This chocolate profiterole recipe uses marshmallows" or "This chocolate profiterole recipe is great for beginners," whatever is its main selling point over other recipes.

I think the snippet for the salmon recipes page looks good, except the Bouillabaisse line looks kind of stunted. You might want to make sure your recipe names have at least 30 characters, adding modifiers if necessary that highlight the great aspects of the recipe - Traditional Provencal Bouillabaisse, Simple 6-Ingredient Bouillabaisse, etc.

And now I'm hungry.

[GBC]

Thanks for the response. This sounds like tremendously hard work seeing as a) our recipes are complex the first and second steps vary hugely and b) we have over 1,000 that we would have to go back and optimise just in case Google MIGHT start pulling through steps 1 & 2!

What's weird is that this is happening for our site, but none of our competitors.

The real pain is that we know our CTRs are way higher when a picture displays (our great photography content is one of our biggest assets).

Thanks for your help anyway, have a look through our site if you're hungry - you'll find some great recipes!

[CMC-SD]

Going back and changing 1,000 pages probably isn't reasonable, but you can keep this in mind when moving forward and creating new content. Front-load your recipe description and steps 1 and 2 of the recipe so important information comes in the first 60 characters. Best of luck!