Longer Google Snippets and Search Engine Optimization

Google search engine optimization and search results

What to do with Google’s Snippet Change

With Google’s recent announcement that they were going to be displaying longer snippets – also known as meta descriptions –  in their search results, many people in the search engine optimization business were wondering if they should update their practices. Learn how this change can impact your search engine optimization with our JumpSIX Marketing blog below!

Google Search Engine Optimization Change

Google stated that they have decided to increased the recommended display length for text snippets in regular organic results. Many of us in the search engine optimization business began noticing this change in late November, however, Google had been testing this change for a couple of years. With this change fully implemented in December, snippets now show anywhere from the previous 160 characters to 230 characters or more. So the question is: Do we change our search engine optimization standards and write longer descriptions?

Should You Update Old Meta Descriptions?

As it turns out, according to Google, these newer longer snippets will often be dynamically generated depending on the user’s search and content from your page. Essentially, your pages may reap the benefit without having to put in the extra work of updating your previously posted content. Google recommends not changing the length of your past meta descriptions as these longer snippets are dynamically generated.

Do We Just Ignore the Change?

Just because we should not update past content snippets does not mean this change is something that those in the search engine optimization business should ignore. Moving forward, when writing future snippets, you can use the extra length to your advantage. No longer do you need to worry about a hard 160 character limit. Use this additional space to provide information to potential users. The more important information you can relate in your snippets, the more likely relevant users will be drawn to your site. Add a call to action in your snippet to further entice potential users, or be more specific in your page description to improve your bounce rate. You can add more keyword variants in your descriptions. However, be careful not to stuff keywords in that will not read well in your search. Google still factors user experience over nearly any other factor.

Contact JumpSIX for Search Engine Optimization

Whatever your digital marketing needs, JumpSIX Marketing has the professionals that can connect your brand with users. We offer a wide range of digital services, including web design, paid advertising, SEO, and more. Contact us today to start a technologically-driven campaign to deliver the digital results your company needs. If you are interested in learning how we can build your online presence, contact us today at 417-799-2233.

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