Why does Google not show my Meta Descriptions Sometimes ?

[AMG100]

Hi Friends

We have Meta Descriptions on our Pages but when certain keywords are typed into google search , different meta descriptions are created , for example when searching for "fancy dress" we see our meta description which is correct -

Shop with Party Domain for all your Fancy Dress. 1000s of Fancy Dress Ideas at CHEAP Prices. Halloween Fancy Dress. Next Day Delivery and Same Day ...

However when searching for "fancy dress costumes" the same page is ranked but the meta description is

Fancy Dress. Female Pirate Fancy Dress Costume. £ 13.80. Female Pirate Fancy ... SKU: G11034. Pirate Captain Fancy Dress Costume. £ 12.22. RRP: £ 15.02 ...

Thanks

Adam

[AMG100]

Hi Matt

It was the only change we made , I have since optimised more meta descriptions across main landing pages so I will let you know what happens.

[CustardOnlineMarketing]

Was this the only change you made? Supposedly meta descriptions have no bearing on rankings, but this depends how much you believe what Google says. I personally don't believe they are a ranking factor but it would be hard to argue this if you think you haven't amended anything else.

[AMG100]

Thank you very much everybody, we made that change on friday. The changes can be seen today when searching for the relevant keyword "fancy dress costumes" and we have increased our position from 13th to 7th !

[KevinBudzynski]

Matt summed it up nicely. If you rank for a keyword, and that keyword is not in the meta description, Google will sometimes pull the snippet of where the keyword is featured in your content. So, if you decide not to change your meta description you can still try to optimize that snippet to increase ctr in serps.

[CustardOnlineMarketing]

Your snippet will be populated based on the information Google feels is the most relevant to the query. Meta descriptions are one of the elements Google can use for this purpose, but if it feels your on-page content (for example) is more relevant to the user's search, this will show instead.

The Open Directory Project is another way your snippet can be created - Google uses DMoz and other listings to create your snippet, although you can opt out of this by using the noodp instruction in your robots meta tag.

If you want your carefully-crafted description to show in search, make sure it is directly keyword-relevant to the query you want it to show for. If you're selling red shoes, make sure 'red shoes' is included in the meta description, preferably as an exact match phrase. This won't help you rank higher, but it will help your MD show as opposed to your page content or any other information.