
In November 2017, Google made a significant update to its search algorithm, expanding the length of meta descriptions. This change allowed website owners and marketers to craft longer, more detailed previews in search results, aiming to boost user engagement and click-through rates. Understanding this update is crucial for anyone looking to optimize their website for better visibility and performance. This article explores the impact of Google’s snippet length increase, why it matters, and how to leverage it for SEO success.
Contents Overview
- What Was the Snippet Length Update?
- Why Google Increased Snippet Lengths
- Impact on Click-Through Rates
- How to Optimize Meta Descriptions Post-Update
- Common Mistakes to Avoid
- The Role of E-A-T in Meta Descriptions
- Tools to Craft Effective Meta Descriptions
- Future Trends in Search Snippets
- FAQs
What Was the Snippet Length Update?
In late November 2017, Google officially expanded the character limit for meta descriptions from roughly 160 characters to up to 320 characters. Before this change, meta descriptions were short summaries that appeared under the page title in search results. The limited space often forced marketers to prioritize brevity over detail, sometimes making it hard to convey the full value of a webpage.
The update allowed for richer, more informative snippets, giving website owners the chance to provide more context about their content. For example, a meta description could now include additional details, such as key benefits, specific features, or a stronger call-to-action, all of which could entice users to click through to the site.
This change was not about rewriting meta descriptions entirely but about giving marketers more flexibility to create compelling previews. Google’s goal was to improve the user experience by providing searchers with better information before they clicked on a result.
Key Facts About the Update
- Date of Change: November 30, 2017
- Old Limit: Approximately 160 characters
- New Limit: Up to 320 characters (though often truncated around 230–300 characters depending on device and query)
- Purpose: To enhance search result previews and improve user engagement
Why Google Increased Snippet Lengths
Google’s primary mission is to deliver the most relevant and useful information to users. The decision to increase meta description lengths was driven by several factors, all centered around improving the search experience.
1. Enhancing User Experience
Short meta descriptions often left users guessing about the content of a webpage. By allowing longer snippets, Google aimed to provide more context, helping users decide whether a page was worth visiting. This was particularly important for mobile users, who make up a significant portion of search traffic and value quick, clear information.
2. Responding to User Behavior
Google’s data likely showed that users were more likely to click on results with detailed descriptions. A longer snippet could answer a user’s query more effectively, reducing the need to bounce back to the search results page. This aligns with Google’s focus on reducing “pogo-sticking,” where users click a result but quickly return to search for a better option.
3. Adapting to Content Complexity
As websites began offering more complex and in-depth content, the 160-character limit became restrictive. Blogs, e-commerce pages, and service-based websites needed more space to highlight their value propositions. The update gave marketers the ability to showcase unique selling points, such as free shipping, expert insights, or detailed guides.
Impact on Click-Through Rates
The snippet length increase had a measurable impact on click-through rates (CTR). Studies conducted shortly after the update showed that well-crafted, longer meta descriptions could improve CTR by up to 5–10% in some cases, depending on the industry and content type.
1. Why Longer Snippets Boost CTR
- More Information: Users get a clearer idea of what to expect, reducing uncertainty.
- Better Keyword Integration: Longer snippets allow for natural inclusion of secondary keywords, improving relevance.
- Stronger Calls-to-Action: More space means room for persuasive phrases like “Learn more,” “Shop now,” or “Discover tips.”
- Improved Trust: Detailed descriptions signal expertise and trustworthiness, aligning with Google’s E-A-T principles.
2. Real-World Examples
Consider an e-commerce site selling organic skincare products. Before the update, a meta description might have read:
Post-update, the same site could use:
The longer version provides more value, highlights key benefits, and includes a call-to-action, making it more likely to attract clicks.
How to Optimize Meta Descriptions Post-Update
Writing effective meta descriptions requires a balance of creativity, clarity, and SEO strategy. Here’s how to make the most of the expanded character limit.
1. Focus on User Intent
Understand what your target audience is searching for and tailor your meta description to match their intent. For example, if someone searches for “best running shoes,” include specific details like brand names, features, or benefits that align with their needs.
2. Include Relevant Keywords
Incorporate your primary keyword naturally, along with related terms. Avoid stuffing keywords, as this can make the description sound unnatural and may harm your ranking. For instance, a keyword like “Google Algorithm Updates” should appear organically within the description.
3. Write Compelling Copy
Use persuasive language to entice users. Highlight benefits, such as “Save time with our step-by-step guide” or “Find expert tips to boost your SEO.” A strong call-to-action, like “Click to learn more,” can also drive engagement.
4. Keep It Concise
While you have up to 320 characters, aim for 200–250 characters to avoid truncation on some devices. Test your meta descriptions to ensure they display fully on both desktop and mobile.
5. Highlight Unique Value
What sets your page apart? Whether it’s expert insights, exclusive data, or a unique product feature, make sure your meta description showcases why your content is the best choice.
Common Mistakes to Avoid
While the snippet length increase offers more flexibility, it also opens the door to mistakes that can hurt your SEO performance. Here are some pitfalls to steer clear of.
1. Overstuffing Keywords
Cramming too many keywords into your meta description can make it read unnaturally and may trigger Google’s spam filters. Focus on one or two relevant keywords and prioritize readability.
2. Being Too Vague
Generic descriptions like “Learn about SEO” don’t provide enough value. Instead, be specific: “Discover how Google’s 2017 snippet length update can boost your click-through rates.”
3. Ignoring Mobile Users
Mobile devices often truncate longer meta descriptions. Test your snippets on mobile to ensure the most important information is visible.
4. Duplicating Meta Descriptions
Each page on your site should have a unique meta description. Duplicate descriptions can confuse Google and reduce your site’s authority.
The Role of E-A-T in Meta Descriptions
Google’s E-A-T principles—Expertise, Authoritativeness, and Trustworthiness—are critical for ranking well in search results. Meta descriptions play a role in signaling E-A-T to both users and Google’s algorithm.
1. Showcasing Expertise
Use your meta description to highlight your credentials or expertise. For example, “Written by SEO experts with over 10 years of experience” can build credibility.
2. Building Authoritativeness
Reference reputable sources or data in your description, such as “Based on Google’s official 2017 update guidelines.” This shows that your content is well-researched and trustworthy.
3. Establishing Trust
Include trust signals, such as customer reviews, certifications, or guarantees. For example, “Trusted by over 1,000 businesses for SEO success” can reassure users.
Tools to Craft Effective Meta Descriptions
Writing optimized meta descriptions is easier with the right tools. Here are some popular options to help you create and test your snippets.
Tool | Description | Key Feature |
---|---|---|
Yoast SEO | A WordPress plugin for optimizing meta descriptions. | Real-time character count and SEO analysis. |
SERP Simulator | A free tool to preview how your snippet appears in search results. | Shows desktop and mobile previews. |
Google Search Console | Google’s tool for monitoring site performance. | Identifies issues with meta descriptions. |
Future Trends in Search Snippets
Google’s snippet length increase was just one of many updates to its search algorithm. As search technology evolves, here are some trends to watch for.
1. Voice Search Optimization
With the rise of voice search, meta descriptions may need to align with conversational queries. For example, answering questions like “What is the best way to write a meta description?” directly in the snippet can improve visibility.
2. AI-Driven Snippets
Google’s use of AI, such as BERT, means that snippets are increasingly generated dynamically based on user queries. This makes it even more important to create versatile, keyword-rich meta descriptions.
3. Rich Snippets and Structured Data
Using structured data, such as Schema markup, can enhance your snippets with additional elements like star ratings, prices, or event dates. This can further boost CTR and visibility.
The 2017 snippet length increase was a pivotal moment for SEO, offering marketers more room to engage users and showcase their content’s value. By crafting clear, compelling, and E-A-T-aligned meta descriptions, you can improve your click-through rates and drive more traffic to your site. Stay updated on Google’s evolving algorithms and continue refining your strategies to stay ahead in the competitive world of search.
FAQ (Frequently Asked Questions)
1. What was the Google snippet length update in 2017?
Answer: On November 30, 2017, Google increased the meta description length limit from approximately 160 characters to up to 320 characters. This allowed website owners to create more detailed and informative previews in search results, improving user engagement and click-through rates.
2. Why did Google increase the meta description length?
Answer: Google expanded meta description lengths to enhance the user experience by providing more context about a webpage’s content. Longer snippets help users better understand what to expect before clicking, reducing bounce rates and aligning with Google’s focus on delivering relevant information.
3. How does the snippet length increase affect click-through rates?
Answer: Longer meta descriptions can boost click-through rates by 5–10% in some cases, as they allow for more compelling and detailed content. By including key benefits, calls-to-action, or specific details, these snippets attract more clicks from users seeking relevant information.
4. How should I optimize meta descriptions after the update?
Answer: To optimize meta descriptions, focus on user intent, include relevant keywords naturally, and use persuasive language. Aim for 200–250 characters to avoid truncation, highlight unique value, and include a strong call-to-action like “Learn more” or “Shop now.”
5. Can a longer meta description hurt my SEO?
Answer: A longer meta description won’t directly harm SEO, but poorly written ones can. Avoid keyword stuffing, vague content, or duplicating descriptions across pages, as these can reduce user engagement and signal low quality to Google.
6. Do all search results show the full 320-character meta description?
Answer: No, Google may truncate meta descriptions based on the device or query, often displaying 230–300 characters. Test your snippets on both desktop and mobile to ensure key information is visible and not cut off.
7. How does the snippet length update relate to Google’s E-A-T principles?
Answer: Longer meta descriptions allow you to showcase Expertise, Authoritativeness, and Trustworthiness (E-A-T) by highlighting credentials, referencing reputable sources, or including trust signals like customer reviews, which can improve user trust and SEO performance.
8. What tools can help me write better meta descriptions?
Answer: Tools like Yoast SEO, SERP Simulator, and Google Search Console can help craft and test meta descriptions. They offer real-time character counts, preview how snippets appear in search results, and identify issues with your descriptions.
9. Should I update all my meta descriptions to the maximum length?
Answer: Not necessarily. While the maximum length is 320 characters, aim for quality over quantity. Write concise, engaging descriptions that provide value, and only use the full length if it enhances clarity and user engagement.
10. How do longer snippets impact mobile search results?
Answer: Mobile devices often truncate longer meta descriptions due to limited screen space. To optimize for mobile, place the most important information in the first 120–150 characters to ensure it’s visible and compelling to users.
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