Conventional SEO wisdom is to write unique meta descriptions for every page on your website, but there may be times when you want to let Google do that for you. One thing you definitely do not want to do is write duplicate meta descriptions for your pages. You’re better off without them if you’re going to do that.
If you have a lot of pages with similar but unique, original content and the page titles are very close, then you don’t want your meta descriptions being too similar. An example of these types of pages will be multi-page glossaries or articles that span several web pages and where you have a “read more” link or page number links at the bottom of each article.
Since these are technically separate web pages, one meta description won’t do. However, you don’t want a meta description that says something like
Glossary of refrigeration terms, Letter A
with another page on the same site having a meta description that reads
- Glossary of refrigeration terms, Letter B
Even if you rewrite the meta descriptions so that they are more unique – for instance:
- Refrigeration terms that start with letter B
– you’re going to run into duplicate description issues eventually. Twenty-six pages of that kind of meta description is difficult to get unique with. In cases like that, you’d be better off not writing meta descriptions and letting Google generate the search snippet for each individual search query where your web page is returned as a relevant result.