We are adding a meta description tag to the HTML header of each page of the NSDL Middle School Portal not because the addition increases the ranking of our content but because several search engines use this tag to display the snippet of text below the clickable title link in the Search Engine Results Page (SERP). Searchers generally make their decision as to which result to click by reading this description, so, while the meta description tag may have little to no impact on where a page ranks, it can significantly impact the number of visitors the page receives from search engine traffic.

I have read that meta description is not always used on the SERPs, but can be seen (at the discretion of the search engine) if the description is accurate, well-written, and relevant to the searcher’s query. However, in the case of the MSP content, the meta descriptions are being displayed as part of the SERPs at least by Google and Yahoo.

If you do a Google or Yahoo search on “germ theory middle school,” you’ll see the meta description show up in the search results page for both the Introduction and the Background Knowledge pages of the NSDL Middle School Portal Germ Theory publication. The description makes sense. If you look at the other entries (including the one from the NSDL collection), it is much harder to figure out what Google or Yahoo might be returning without opening up the link.

The following is a generic example for a meta description following Google specifications:

meta name=”description” content=”There is a 250 character limit; it should sum up what the page is all about. This is what is displayed on the search engine return page so you want it to be compelling to users so they will click on your link not somebody else’s link; can be phrases.”

Here are some real examples from one of the NSDL Middle School Portal publications. We write a unique meta description for each page of the site that directly relates to the content on that page.

Turning Points in Science: Germ Theory: Introduction

meta name=”description” content=”This free, standards-based, online publication, developed for middle school science teachers, explores the history and nature of science through the topic of germ theory by linking to and describing inquiry-based lessons and activities.”

Turning Points in Science: Germ Theory: Background Information for Teachers

meta name=”description” content=”Resources focus on science content knowledge and historical background. This free, standards-based, online publication, developed for middle school science teachers, explores the topic of germ theory.”

Turning Points in Science: Germ Theory: Lessons on the Historical Context

meta name=”description” content=”Inquiry-based lessons on the life, times, and cultural contexts of the 19th and 20th centuries. This free, standards-based, online publication, developed for middle school science teachers, explores the topic of germ theory.”