Apparently there was a conversation on Google Groups that provided backing for the argument that meta description tags aren't worthless. Thanks very much for the link, Bruce.

For most of us in the SEO community, it's a contentious debate. Do the major search engines consider meta tags when determining relevance? Which ones do and which ones don't? How relevant do they consider meta tags?

The common wisdom is that meta description tags have been largely discredited due to spam and are generally ignored by the search engine algos. Google specifically has been implicated in devaluing them, which is why this tidbit is so juicy. Assuming for a moment that Google doesn't factor meta tags in for relevance, why would a Google representative suggest using them?

If you'll notice from Ms. Fox's statement, she makes no mention of algorithms or rankings. Instead, she discusses how the search result snippet is generated and points out that a meta description tag could make those snippets much more effective.

Here we discover the difference between search marketing and search engine optimization. The meta description tag gives website owners some control over what gets displayed underneath their page title in the SERPs. It's obviously not the only thing that the search engines consider when generating snippets, but the search engines clearly want website owners to have their say. If you don't believe me, consider the No ODP meta tag.

So what's the point if, in fact, the meta description tag might not provide search relevance? The point, as any good marketer will tell you, is that it provides human relevance. It is a website owner's way of declaring a marketing message before potential visitors. It’s an oft-neglected key to traffic and conversions, a marketing introduction to your website. Whether or not it increases your rankings, it can be as good as gold for reeling in your target audience.

That is, of course, ignoring the likelihood that some search engines may still value meta tags for relevance. Much as I love Google, a good search marketer never puts all of their eggs in one basket.

There's also the indirect benefit that a good search snippet can provide to your rankings, specifically by improving your click-through rate. If you write compelling description tags, users will be more likely to click on your search results. Over time, that data gets logged and can contribute to your site's rankings.

All said, using good meta description tags can possibly improve your rankings and will definitely improve your search result snippets. The naysayers out there are only doing themselves a disservice by ignoring that sort of value.

If today wasn't a "Holy expletive!" moment in the SEO industry, I don't know what is. Apparently, Yahoo and MSN have joined Google in supporting the sitemap protocol.

It's great news for webmasters, SEO specialists, and the like. I can hear the question now, though. "But wait, Stephen. I thought Google, MSN, and Yahoo were in competition. Why would they suddenly start working together?"

Well, don't think that the status quo has changed. My guess is that MSN and Yahoo adopted the sitemap protocol because it was the only option that wouldn't leave them at a competitive disadvantage. Consider the alternatives:

You are MSN or Yahoo. Do you...

1. ...ignore Google's sitemap protocol and all of the benefits it can provide to your index, leaving webmasters frustrated by old visibility issues and making you look like you're behind the times?


2. ...attempt to launch your own sitemap protocol, angering webmasters with an extra step to search engine visibility and driving focus away from your index?


3. ...bite the bullet, acknowledge that Google's sitemap protocol is the best thing since sliced bread, and agree to implement it on your own index to the applause of millions?
   

I'm honestly surprised they didn't jump at Option C sooner. A few of us had suspected that Yahoo was already designing sitemap protocol compliance into their Site Explorer, and it seems to already be working as promised. MSN, of course, is claiming full compliance by 2007, suggesting that they were last to sign into the deal. No surprise there.

Of course, MSN and Yahoo have basically acknowledged that Google came up with a great idea that they wish they had thought of first. Not that we don't already know who the industry leader is, but it's novel to see validation on this magnitude. Now we get to sit back and watch the tug-of-war ensue over how the schema develops.

<Takes out popcorn>

It’s been almost 2 weeks since the departure of our friend Garrett French. We’re through mourning, and we’ve decided to provide a tribute in true Garrett fashion.

The Top 10 bits of knowledge that we’ve learned from Garrett French:

10. Full beards are sexy.

9. You don’t have to be into D&D to enjoy MMOGs.

8. An “all you can eat buffet” should be taken as a personal challenge.

7. The only thing better than interviewing a CEO from an up-and-coming company is posting it on your blog in a War and Peace style, 2,500-word novelette.

6. When you're right you're right and when you're wrong you're right.

5. Every tattoo has a story behind it.

4. Conversations that start with “hey, you got a minute?” usually end up as philosophical dissertations.

3. It is absolutely possible to be punk rock and geek chic at the same time.

2. YouTube, MySpace and LinkedIn, in the right hands, can be a strange weapon.

1. Being passionate about Roller Derby is just as important as being passionate about media creation.

In all seriousness, we both miss and respect Garrett tremendously. He has an unmatched passion for social media and interactive marketing. We’re much stronger for having known him and we continue to reap the rewards of the knowledge that he provided to us.

Garrett’s vision was to have SEL contributors from all walks of our company. Over the next month you’ll find that we’re honoring Garrett’s request and picking up where he left off. You’ll find frequent posts with not only a marketing focus, but a technical and business intelligence focus as well.

Thanks for continuing to support The Lowdown.