Google Increases Snippet Length in SERPs + Writing Highly-converting Meta Descriptions

December 12th, 2017 by | No Comments

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Now that Google has confirmed that it officially increased the length of snippets in its search engine results pages (SERPs) to a maximum of 320 characters, websites can now provide more descriptive and useful content to boost their rankings and help users better understand how their pages are relevant to searches.

Snippets, also known as meta descriptions, is the content under the clickable title and the URL for each entry on the SERPs. Aside from telling search engines and search engine users what your webpages are about, meta descriptions try and convert users into clicking though. It has the biggest influence on your website’s click-through rate (CTR).

Because of Google’s recent update, some webmasters and digital marketers are considering expanding their meta descriptions. However, the search engine is advising to not go ahead, as the longer snippets are “more a dynamic process”—the search engine automatically pulls the descriptions out based on the content of the page and users’ queries.

For those about to launch their websites, however, using the latest update as an opportunity to set their brand apart from other competitors on the SERPs can prove to be highly beneficial. Meta descriptions are a chance to ‘advertise’ your website, and having snippets that explain exactly what your pages are about will not only boost the experience that visitors will have on your site, but also could help your rankings surge.

Use these tips to make sure that your snippets convert search engine users into website visitors:

Include a call-to-action
Is there any better way than to ask people to do something than just asking? Simple, to-the-point calls-to-action can set you apart from other sites and encourages users to act by clicking.

Unique Selling Propositions (USPs)
USPs that encourage search engine users to pick your site over others are especially valuable on SERPs. These USPs can be anything from your free shipping offer, low prices, or the fact that all your products are handmade. Whatever your selling point is, make sure to include it in your snippets to give users a reason to choose you.
About the author:
Jehan S. Ismael is a full-time writer and an editor for a leading digital marketing firm. She has a love-hate relationship with food, likes listening to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.

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