Learn about what’s new, when it changed, and what it all means for SEO.
Google has recently made changes to the display length of snippets on the search engine results page. These snippets are the short blurbs that display what a website is about when you search for a keyword or phrase.
Previously maxing out at around 160 characters all the way to a maximum of 320 characters long.
Here is a screenshot highlighting the description snippet of a Google search result:
How will this affect SEO?
1. It changes how marketers should write and optimize the meta description.
2. It may impact click-through rate.
3. It may lead to lower click-through rate further down in the search results.
What should SEOs do?
Google made changes to the length of search results snippets: 160 characters became up to 320.
1. It should be actionable, in an active voice.
2. It should include a call-to-action.
3. It could contain structured content.
4. It should match the content.
5. It should contain the focus keyword.
6. The meta description should be unique.
