Structured Data + Meta Descriptions

[Whebb]

Hey All,

Was just looking through some google pages on best practices for meta descriptions and came across this little tidbit.

"Include clearly tagged facts in the description. The meta description doesn't just have to be in sentence format; it's also a great place to include structured data about the page. For example, news or blog postings can list the author, date of publication, or byline information. This can give potential visitors very relevant information that might not be displayed in the snippet otherwise. Similarly, product pages might have the key bits of information—price, age, manufacturer—scattered throughout a page. A good meta description can bring all this data together. For example, the following meta description provides detailed information about a book.

"

This is the first time I have seen suggested use of structured data in meta descriptions.  Does this totally replace a regular meta description or will it work in conjunction with the regular meta description? If I provide both structured data and text, will the SERP display text and the structured data the way it was previously displayed? Or will the 150 -160 character limit take precedence and just cut off all info after that?

[AlexMcKee]

Once upon a time it was possibly a good use of the meta description to include some salient structured data but today we have a proper way of marking up structured data. The meta description is best used for compelling, relevant copy to attract the user to click through to your site as the meta description is your one best hope of affecting what is shown to the user in the SERPs.

Search engines haven't shown any inclination to parse the meta description and I doubt they would do so in future. Structured data belongs in the document itself, marked up accordingly.

[Whebb]

Hi Alex,

Ah, so something older then? This is where I saw the information. I thought Google was usually pretty good about removing outdated information, but maybe not in this case. I agree, that I have previously only worked with and seen structured data in the body markup, so not sure if this was a more recent development or not.

Thanks for the input!

[AlexMcKee]

Very interesting! I don't recall seeing that before but I checked the Internet Archive's Wayback Machine entry for that URL and the quoted extract has been there since at least 2013.

Elsewhere Google has been pretty insistent on structured data being part of the document itself as much as possible so it does seem somewhat contradictory advice. As you say perhaps they've simply forgotten to update that particular entry to reflect current thinking.

[Everett]

JStrong,

Just to make sure we're all on the same page: Although Google uses the phrase "Structured Data..." I don't think they mean it in the same was as you would use, for example, Schema markup in the code. The example there is simply a meta description, which you can use for whatever purpose you like. It could be worth testing the Click-Through-Rate on meta descriptions like that (a metric you can see in Google Webmaster Tools) to decide if you want to use it, though for my money I'd bet on a description with a clear value proposition, offer, call to action, emotion, etc... that will also have their keywords bolded if they appear in the description.

If you do test it out please share what the effect on CTR in the SERPs was from GWT. Just because I'm curious.