Dumb SEO Questions

(Entry was posted by Chris Greene on this post in the Dumb SEO Questions community on Facebook, 04/02/2020).

Should I change the meta data due to corona crisis?

Hey guys, one site we work with have some new short term offer - free shipping on all orders - due to the crisis. Now the offer will likely last about 2 months max, but was wondering if worth updating our meta data "adding free shipping to all orders" to meta descriptions or is 2 months too short to do so? Sinee Google takes a while to update meta data.
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YOUR ANSWERS

Selected answers from the Dumb SEO Questions Facebook & G+ community.

  • Michael Martinez: I would. But that`s really a business decision, not an SEO decision.
  • Chris Greene: sorry wasn`t clear they already have this offer, so just wondering if they remove it after a month, would it be worth adding to SEO meta data since it takes time for google to update
  • Michael Martinez: I understood the question so I guess my answer needs a little more context. :)

    You can`t control the descriptive text snippet that the search engines display in search results. You can make suggestions and often GOOD suggestions predominate. So it`s not really a guaranteed SEO practice. You`re not improving crawl, indexing, or rankings.

    On the other hand, you can write a very long meta description and cover multiple queries with it. Still doesn`t guarantee what you want shown will appear every time but you have a little more control. So you could lead off with the special offer and follow up with the older meta description (all in the same tag).

    On the gripping hand you could move the old meta description to somewhere in the page body text and rewrite the meta description with the new offer. Still no guarantees but the search engine still has two relevant descriptions to choose from.

    Finally (I`ve run out of hands), you can just replace the existing meta description with the special offer - you`ll almost certainly see the special offer appear in search results but there is still no guarantee.

    So, given that nothing is guaranteed it`s not really an SEO decision. You can change it and see what happens and decide on the basis of the data you collect after the change whether to keep it. And that is really a business decision because if it kills sales or doesn`t increase sales then maybe the business decision is to just stick with the older meta description.

    Either way, all you`re really looking at is a SERP experiment but it won`t have any effect on crawling, indexing, or rankings (which are pretty much what SEO handles).
  • Richard Hearne: Might help, but if you want Google to crawl updates more quickly create an XML sitemap with the URLs and a very recent lastmod date. That should prompt some additional crawling to those URLs in most cases.
  • Rienzi Mosqueda: There’s no guarantee Google will pick the new meta data. Rather focus on adding banners strategically on your pages.

View original question in the Dumb SEO Questions community on Facebook, 04/02/2020).