{"id":1976,"date":"2017-12-24T17:34:05","date_gmt":"2017-12-24T17:34:05","guid":{"rendered":"https:\/\/onlinemarketingdiy.com\/?p=1976"},"modified":"2022-05-26T17:18:34","modified_gmt":"2022-05-26T17:18:34","slug":"fantastic-seo-news-googles-new-longer-snippets","status":"publish","type":"post","link":"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/","title":{"rendered":"SEO News &#8211; Google&#8217;s New Longer Snippets"},"content":{"rendered":"<p>I believe these changes are worth updating your website. Of course, Google will automatically perform this for you, but if you can get the snippet with your meta description and control that data, it&#8217;ll be beneficial in conveying what you want in the best way possible in SERPs. Increased clicks, leads, and conversions if done properly.<\/p>\n<p>(For more Google blog article you may want to check this one: <a href=\"https:\/\/omaha-seo.com\/blog\/faq-all-about-googles-rankbrain\/\">All about Googles rank brain<\/a>)<\/p>\n<header class=\"post-header top2 bottom4\">\n<div class=\"grid\">\n<div class=\"col small-full-width medium-three-quarters large-three-quarters xlarge-two-thirds col-centered\">\n<div class=\"row\">\n<div class=\"col small-full-width\">\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a14b6f0c4d11\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a14b6f0c4d11\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#Googles_New_Longer_Snippets_And_SEO\" >Google&#8217;s New, Longer Snippets And SEO?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#Get_your_website_unstuck_now_How_Click_the_Omaha_SEO_link_below\" >Get your website unstuck now! How?\r\nClick the Omaha SEO link below!<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#Video_Transcription\" >Video Transcription<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#What_changed\" >What changed?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#When\" >When?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#How_will_this_affect_SEO\" >How will this affect SEO?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#A_It_changes_how_marketers_should_write_and_optimize_the_meta_description\" >A. It changes how marketers should write and optimize the meta description.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#B_It_may_impact_click-through_rate\" >B. It may impact click-through rate.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#C_It_may_lead_to_a_lower_click-through_rate_further_down_in_the_search_results\" >C. It may lead to a lower click-through rate further down in the search results.<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/#What_should_SEOs_do\" >What should SEOs do?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"h2 alt\"><span class=\"ez-toc-section\" id=\"Googles_New_Longer_Snippets_And_SEO\"><\/span>Google&#8217;s New, Longer Snippets And SEO?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/header>\n<div class=\"row parent\">\n<div class=\"col small-full-width medium-three-quarters large-three-quarters xlarge-two-thirds col-centered\">\n<div class=\"post-content\">\n<p>The character limits on Snippets and meta descriptions have been increased, which is a major shift for Google and SEOs alike. In this edition of Whiteboard Friday, learn about what&#8217;s new, when it altered, and what it all means for SEO.<\/p>\n<p><a href=\"https:\/\/d2v4zi8pl64nxt.cloudfront.net\/what-do-google-s-new-longer-snippets-mean-for-seo-whiteboard-friday\/5a29b6a7c4f1f4.33866068.jpg\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/d2v4zi8pl64nxt.cloudfront.net\/what-do-google-s-new-longer-snippets-mean-for-seo-whiteboard-friday\/5a29b6a7c4f1f4.33866068.jpg\" alt=\"What do Google's now, longer snippets mean for SEO?\" \/><\/a><\/p>\n<p class=\"caption\">Click on the whiteboard image above to open a high-resolution version in a new tab!<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/366792656&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true\" width=\"100%\" height=\"100\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">\n<table style=\"border-collapse: collapse; width: 100%; height: 144px;\">\n<tbody>\n<tr style=\"height: 109px;\">\n<td style=\"width: 990.8px; height: 109px;\">\n<h3 class=\"et_pb_module_header\" style=\"text-align: center;\"><span style=\"font-size: 18pt; color: #3366ff;\">Get your website unstuck now! How?<\/span><br \/>\n<span style=\"font-size: 18pt; color: #3366ff;\">Click the Omaha SEO link below!<\/span><\/h3>\n<\/td>\n<\/tr>\n<tr style=\"height: 35px;\">\n<td style=\"width: 990.8px; text-align: center; height: 35px;\"><span style=\"color: #3366ff; font-size: 18pt;\"><strong>Omaha SEO<\/strong><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span class=\"ez-toc-section\" id=\"Video_Transcription\"><\/span>Video Transcription<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Howdy, Moz fans, and welcome to another Whiteboard Friday. This week we&#8217;ll be talking about Google&#8217;s big change to snippet length.<\/p>\n<p>The display length of the snippet for any given result in the search results that Google provides is defined by this. This is available on both mobile and desktop platforms. It has an influence on the meta description, which is how many snippets are produced. They&#8217;re pulled from the web page&#8217;s meta description tag,\u00a0&#8220;Hey, we have officially increased the length, the recommended length, and the display length of what we will show in the text snippet of standard organic results.&#8221;<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/d1avok0lzls2w.cloudfront.net\/uploads\/blog\/1-216207.jpg\" \/><\/p>\n<p>So I&#8217;m illustrating that for you here. I did a search for &#8220;net neutrality bill,&#8221; something that&#8217;s on the minds of a lot of Americans right now. You can see here that this article from The Hill, which is a recent article \u2014 it was two days ago \u2014 has a much longer text snippet than what we would normally expect to find. In fact, I went ahead and counted this one and then showed it here.<br \/>\nSo basically, at the old 165-character limit, which is what you would have seen prior to the middle of December on most every search result, occasionally Google would have a longer one for very specific kinds of search results, but more than 90%, according to data from SISTRIX, which put out a great report and I&#8217;ll link to it here, more than\u00a090% of search snippets were 165 characters or less prior to the middle of November. Then Google added basically a few more lines.<\/p>\n<p>So now, on mobile and desktop, instead of an average of two or three lines, we&#8217;re talking three, four, five, sometimes even six lines of text. So this snippet here is 266 characters that Google is displaying. The next result, from Save the Internet, is 273 characters. Again, this might be because of Google sort of realized, &#8220;Hey, we almost got all of this in here. Let&#8217;s just carry it through to the end rather than showing the ellipsis.&#8221; But you can see that 165 characters would cut off right here. This one actually does a good job of displaying things.<\/p>\n<p>So imagine a searcher is querying for something in your field and they&#8217;re just looking for a basic understanding of what it is. So they&#8217;ve never heard of net neutrality. They&#8217;re not sure what it is. So they can read here, &#8220;Net neutrality is the basic principle that prohibits internet service providers like AT&amp;T, Comcast, and Verizon from speeding up, slowing down, or blocking any . . .&#8221; And that&#8217;s where it would cut off. Or that&#8217;s where it would have cut off in November.<\/p>\n<p>Now, if I got a snippet like that, I need to visit the site. I&#8217;ve got to click through in order to learn more. That doesn&#8217;t tell me enough to give me the data to go through. Now, Google has tackled this before with things, like a featured snippet, that sits at the top of the search results, that is a more expansive short answer. But in this case, I can get the rest of it because now, as of mid-November, Google has lengthened this. So now I can get, &#8220;Any content, applications, or websites you want to use. Net neutrality is the way that the Internet has always worked.&#8221;<\/p>\n<p>Now, you might quibble and say this is not a full, thorough understanding of what net neutrality is, and I agree. But for a lot of searchers, this is good enough. They don&#8217;t need to click anymore. This extension from 165 to 275 or 273, in this case, has really done the trick.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_changed\"><\/span>What changed?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>So this can have a bunch of changes to SEO too. So the change that happened here is that Google updated basically two things. One, they updated the snippet length, and two, they updated their guidelines around it.<\/p>\n<p>So Google&#8217;s had historic guidelines that said, well, you want to keep your meta description tag between about 160 and 180 characters. I think that was the number. They&#8217;ve updated that to where they say there&#8217;s no official meta description recommended length. But on Twitter, Danny Sullivan said that he would probably not make that greater than 320 characters. In fact, we and other data providers, that collect a lot of search results, didn&#8217;t find many that extended beyond 300. So I think that&#8217;s a reasonable thing.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"When\"><\/span>When?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When did this happen? It was starting at about mid-November. November 22nd is when SISTRIX&#8217;s dataset starts to notice the increase, and it was over 50%. Now it&#8217;s sitting at about 51% of search results that have these longer snippets in at least 1 of the top 10 as of December 2nd.<\/p>\n<p>Here&#8217;s the amazing thing, though \u2014 51% of search results have at least one. Many of those, because they&#8217;re still pulling old meta descriptions or meta descriptions that <a href=\"https:\/\/omaha-seo.com\/blog\/title-tag-how-to-optimize-yours-for-seo-success\/\">SEO has optimized<\/a> for the 165-character limit, are still very short. So if you&#8217;re the person in your search results, especially it&#8217;s holiday time right now, lots of e-commerce action, if you&#8217;re the person to go update your important pages right now, you might be able to get more real estate in the search results than any of your competitors in the SERPs because they&#8217;re not updating theirs.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_will_this_affect_SEO\"><\/span>How will this affect SEO?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>So how is this going to really change SEO? Well, three things:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"A_It_changes_how_marketers_should_write_and_optimize_the_meta_description\"><\/span>A. It changes how marketers should write and optimize the meta description.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We&#8217;re going to be writing a little bit different because we have more space. We&#8217;re going to be trying to entice people to click, but we&#8217;re going to be very conscientious that we want to try and answer a lot of this in the search result itself, because if we can, there&#8217;s a good chance that Google will rank us higher, even if we actually sort of sacrificing clicks by helping the searcher get the answer they need in the search result.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"B_It_may_impact_click-through_rate\"><\/span>B. It may impact click-through rate.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We&#8217;ll be looking at Jumpshot data over the next few months and year ahead. We think that there are two likely ways they could do it. Probably negatively, meaning fewer clicks on less complex queries. But conversely, possible it will get more clicks on some more complex queries because people are more enticed by the longer description. Fingers crossed, that&#8217;s kind of what you want to do as a marketer.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"C_It_may_lead_to_a_lower_click-through_rate_further_down_in_the_search_results\"><\/span>C. It may lead to a lower click-through rate further down in the search results.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you think about the fact that this is taking up the real estate that was taken up by three results with two, as of a month ago, well, maybe people won&#8217;t scroll as far down. Maybe the ones that are higher up will, in fact, draw more of the clicks, and thus being further down on page one will have less value than it used to.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_should_SEOs_do\"><\/span>What should SEOs do?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What are things that you should do right now? Number one, make a priority list \u2014 you should probably already have this \u2014 of your most important landing pages by search traffic, the ones that receive the most search traffic on your website, organic search. Then I would go and reoptimize those meta descriptions for the length limits.<\/p>\n<p>Now, you can judge as you will. My advice would be to go to the SERPs that are sending you the most traffic, that you&#8217;re ranking for the most. Go check out the limits. They&#8217;re probably between about 250 and 300, and you can optimize somewhere in there.<\/p>\n<p>The second thing I&#8217;d check is if you have internal procedures or your CMS has rules about how long a meta description tag may be. Most likely, you&#8217;ll need to change them from the old limit of 160 to 180 to the new 230 to 320 range. This is what the chart looks like right now. It doesn&#8217;t appear that there are many smaller than 230, and nothing appears to be particularly lengthy than 320. So somewhere around there is where you&#8217;ll want to reside.<\/p>\n<p>Good luck with your new meta descriptions and with your new snippet optimization.<\/p>\n<p>Via\u00a0What Do Google&#8217;s New, Longer Snippets Mean for SEO?<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><iframe loading=\"lazy\" style=\"border: 0;\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m28!1m12!1m3!1d86190.88609506487!2d-96.06878932127096!3d41.20952531660258!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!4m13!3e0!4m5!1s0x87ec21043d13e817%3A0x7e2e1713b2ac2808!2sHy-Vee%20Drugstore%2C%2060th%20Street%2C%20West%20Des%20Moines%2C%20Ayowa!3m2!1d41.584904!2d-93.79132299999999!4m5!1s0x87938c3d0c92fcb1%3A0x98cf112f2e9fe028!2s5223%20Grover%20St%2C%20Omaha%2C%20NE%2068106!3m2!1d41.2266913!2d-95.99608579999999!5e0!3m2!1sfil!2sus!4v1653583923362!5m2!1sfil!2sus\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I believe these changes are worth updating your website. Of course, Google will automatically perform this for you, but if you can get the snippet with your meta description and control that data, it&#8217;ll be beneficial in conveying what you want in the best way possible in SERPs. Increased clicks, leads, and conversions if doneRead More &raquo;<\/p>\n","protected":false},"author":1,"featured_media":2499,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[746,608,63,606,16,607],"class_list":["post-1976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-engine-optimization","tag-omaha-seo","tag-seo-agency","tag-seo-audit","tag-seo-optimization","tag-seo-ranking","tag-seo-services","cat-1-id"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO News - Google&#039;s New Longer Snippets - Omaha SEO<\/title>\n<meta name=\"description\" content=\"Snippets are basically Google\u2019s way of estimate what data users are looking for and providing it in an immediate. If you want rank your data on search engine, you need to stay updated to reach full snippet optimization.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO News - Google&#039;s New Longer Snippets - Omaha SEO\" \/>\n<meta property=\"og:description\" content=\"Snippets are basically Google\u2019s way of estimate what data users are looking for and providing it in an immediate. If you want rank your data on search engine, you need to stay updated to reach full snippet optimization.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/omaha-seo.com\/blog\/fantastic-seo-news-googles-new-longer-snippets\/\" \/>\n<meta property=\"og:site_name\" content=\"Omaha SEO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/4socialmedia\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-12-24T17:34:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-26T17:18:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/16.png\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Phil Belleville\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MySocialMediaCo\" \/>\n<meta name=\"twitter:site\" content=\"@MySocialMediaCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Phil Belleville\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"SEO News - Google's New Longer Snippets - Omaha SEO","description":"Snippets are basically Google\u2019s way of estimate what data users are looking for and providing it in an immediate. 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