Description in the snippet varies from search to search.. Have you seen that?

[GastonRiera]

Hi everyone.

I'm noticing that when searching the same web, but from different queries the description shown in the snippet is different.
I've attached 2 images to clarify this topic.
Searches done:
1) https://www.google.com.ar/search?q=http://www.dawebrokers.com/
2) https://www.google.com.ar/search?q=http://www.dawebrokers.com/testimonios

Also, I do know that google indexes the text from description that seems more accurate for the search. But, I've understood that the text should be the same on every search.
Can anyone enlighten me in this subject?
I'm starting to believe that it's becoming useless the meta description

Thanks!
GR.

ac59298975.png 8cda20bc60.png

[MikeRoberts]

Yup, Google has been doing this for a few years. The same page can have differing descriptions depending on what the search was. Usually this happens in the case of a page that is relevant to a search with a description that doesn't necessarily appear to be relevant enough to said search.

This doesn't make meta descriptions useless though. Meta description is still a useful signal to denote what your page is about. But for arguments sake, lets say you have a page on Widgets (why is it always widgets?). You have a page on Widgets and your main product is Red Widgets... so your meta description expresses "Seller of top quality Red Widgets!". But someone searches for Green Widgets. Your page is relevant for Green Widgets because you sell those too but your description doesn't mention them since they're a less important product to you. So Google alters your description for that search which pulls some of the info on your page about Green Widgets so that the Green Widget searcher know your page is actually useful to them.

[NachoRetta]

Hi Gastón,

It has not happened to me that Google rewrites the meta tag descriptions but sometimes it happened to me with the title tag. I understand that while it is always best to specify each page these tags, Google could rewrite and use one better if found a more relevant text.

As each query is a different search, the same page could be affected or not by rewriting descriptions (or titles) for different keywords.

In this link:
https://moz.com/learn/seo/meta-description

MOZ explains that meta tag descriptions is not a direct Google Ranking factor that but it does help a lot in the CTR to increase the number of users who click on the SERPs.

I think that having the correct descriptions tags on each page (avoiding duplicate) is still a step in the on page optimization to consider and i always check and optimized it on my clients.

As far as I know, there is no way to prevent that rewriting titles or descriptions happen, although I suspect that if Google chooses a new, should be the best one that produces more CTR.

I hope my answer helped you,

Regards

Juan Ignacio

[GastonRiera]

Hi Mike,

Thanks for answering.

I do understand what you are saying. 
Contiuing with the example, You could also name other colours in the meta description. And in that case it would not be changed in google.

GR.

[GastonRiera]

Hi Juan Ignacio,

Thanks for answering.

Yeap, I've had cases that the title was rewritten. But, not the description. It just bothers me that google shows information in the snippet that "should be accurate" but it ends with text that arent logical or some random words.

GR.

[MikeRoberts]

Well, yes and no. Because of how varied any relevant search could be, you can't necessarily hit every single variation to a good enough extent that Google's algorithm would then never change your description. You _could s_tuff literally every piece of info into the meta. Or you could write more naturally and make sure all the proper meta and/or schema and/or other tags are implemented properly. You just need to make sure you are hitting your targets for descriptions, that they are good for the user experience, and that they are not stuffed or spammy.

In the previous example, you could have updated your description to mention "Seller of Red Widgets & Green Widgets!" and the original [green widget] searcher might now be seeing your actual description in the SERPs. But another [green widget] searcher just spent the earlier part of their day Googling [widget coupons], [widget sales], [coupon sites], [internet coupon pages], [groupon], and/or [widget deals]. Now, after an hour of looking for coupons they search [green widgets] and you'd think your description would show up like it did for the other searcher but instead Google notices that you have schema tags for an upcoming sale listed on Green Widgets that was nestled somewhere halfway towards the bottom of your page... and all of a sudden your description is algorithmically changed to include that Green Widget Discount info even though it wasn't in your description. But the page was relevant and contextual information lead to an improved description. (this though is a hypothetical best case scenario, its not always that amazing and contextual... sometimes its just Google randomly truncating a sentence cause they feel the middle of the paragraph is most relevant)