Snipet pretrage, ili Google snipet, je generisani izvod sadržaja sa veb stranice koji je predstavljen u SERP-ovima. Snipeti imaju veliki značaj kada je u pitanju privlačenje posetilaca, pošto kvalitetno napisan snipet može u mnogome da privuče korisnike da kliknu na vaš link i na taj način poveća stopu klikova i poseta vašem sajtu. Do skora je važilo da Google snipet izvlači iz termina za pretragu i iz meta podataka, pre svega meta opisa. Ipak ovo više nije pravilo.
Google je ažurirao svoje smernice za snipete u pretrazi da bi razjasnio kako algoritam bira šta će koristiti u rezultatima pretrage. Akcenat je stavljen sa sadržaj sajta, te je ovo još jedan od razloga zašto je važno imati kvalitetno dizajniran veb sajt, kao i kvalitetan sadržaj na njemu.
Kako Google bira snipete u pretrazi?
Google je ažurirao svoju dokumentaciju za Search snipete da bi razjasnio šta utiče na Google-ov algoritam za odabir šta će se prikazati kao snipet u rezultatima pretrage. Ova promena može predstavljati veliku promenu u načinu na koji su meta opisi napisani i kako je sadržaj optimizovan.
A web page that is displayed on search engine results pages (SERPs) consists of a title, a URL, and a description in one to two sentences of what the web page is about. The last part is called the snippet. A snipet is defined as a concise or brief description of what a web page is about. Traditionally, the snipet is mostly derived from meta descriptions. But this has not been the case for some time.
Google clarifies guidelines for snipets
Google has updated its documentation to clarify that the content of the page is the main source of where the snipet comes from. The changes have also made it clearer that structured data and meta descriptions are not the primary source for creating snipets.
The official documentation of the change says:
“What: Our documentation on snipets explains that the primary source of snipets is the content of the page itself.
Why: The preceding wording incorrectly implied that structured data and the HTML element of meta descriptions are the primary sources for snipets.”
Google has removed much of the text from the previous version of the documentation. A previous version implied that the snipe was derived mainly from meta descriptions and said that Google “can” also select the content on the page for the snippet.
Content is the main source of snipets
The updated documentation now makes it clear that the content of the page is the main source of snipets. The meta description can only sometimes affect how the snipet is generated.
Here’s the new version of the documentation:
“Google primarily uses the content on the page to automatically determine the appropriate snippet. We may also use descriptive information in the meta description element when it describes the page better than other pieces of content.”
A new formulation has also been introduced:
“Snipets are primarily created from the content of the page itself. However, Google sometimes uses the HTML element of meta descriptions if it can give users a more accurate description of the page than content taken directly from the page.
What does the change in guidelines mean for SEO?
Many SEO guides that are published online (erroneously) advise that the best way to optimize a meta description is to use it as “advertising copy” and use “target keywords” in it.
The idea is that the keywords shown in the snippets should be bold in the SERPs, making them special, so that the keywords in the meta description will get bold keywords that will draw attention to them and drive a higher click-through rate.
It’s 100% wrong and outdated. Adding keywords to the meta description doesn’t matter (meta descriptions aren’t used for ranking) and the purpose of the meta description isn’t to attract clicks from the SERPs. It’s an old and outdated piece of advice and will cause Google not to use meta descriptions for snipets.
The correct use of meta descriptions is to accurately and concisely describe what the web page is about, period.
Google isn’t interested in showing search-optimized snipets. They want to show a description of what the web page is about, and Google’s advice on how to write a meta description is in line with the official HTML specification of meta descriptions.
How to write a meta description from now on
Here’s how Google advises you to write a meta description:
“Google will sometimes use a tag from a page to generate a snipet in search results if we believe that it is giving users a more accurate description than would be possible based on the content on the page alone. A meta description tag generally informs and engages users with a short, relevant summary of what a particular page is about.
Google zatim opisuje sadržaj meta opisa poredeći sa nečim što bi moglo biti nalik na reklamu. Meta opisi su kao reklama koja ubeđuje korisnika da je stranica upravo ono što traže.
Veliki zaključak iz ažuriranih smernica za snipete je da je primarni izvor snipeta sadržaj i da Google „može“ da koristi meta opis. Na kraju, Google jasno stavlja do znanja da strukturirani podaci ne igraju nikakvu ulogu u odabiru reči koje će se koristiti kao snipet.
Ono što onda znači za SEO je da su dani pakovanja ključnih reči u meta opis definitivno završeni. Koristite ih pravilno i to vam može pomoći da bolje kontrolišete snipet koji Google koristi u rezultatima pretrage.
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Izvor: Searchenginejournal
Made by Nebojša Radovanović – SEO Expert @Digitizer
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