Search results are always in a state of flux. Algorithmic changes are constantly being introduced in order to provide searchers with more relevant content. Recently, Google introduced two new improvements to their search results pages in order to achieve the goal of delivering relevancy. These changes include longer description snippets, as well as more refined results for more specific searches.
Longer Description Snippets
Utilizing longer descriptions is a big change since most descriptions have previously been confined to around 150-200 characters. However, the update now shows longer descriptions when searchers use search queries that contain more than three words. As a result of this update, descriptions in Google may now show beyond 400 characters.
As far as the SEO implications, long descriptions will likely not have an effect on rankings per se. However, the update will help provide more content of a given page, and will provide a greater ability to entice users to click. Therefore, more of a description being shown may attract more clicks. Site owners could test this theory by comparing recent analytics data to past data and comparing the phrases that searchers have used to find your website.
Refined Results for Detailed Searches
The second change will deliver more search suggestions, or related searches, depending on the query. These suggestions will appear at the bottom of the results page. Again, Google is attempting to provide even greater relevancy for users. As such, Google is attempting to gauge searcher intent and recommend searches that users really want.
This change will likely not have a direct impact on rankings. The real impact will become evident for long-tail searches. When users type broader terms such as Detroit Chevrolet or Carson Honda, both queries yield more specific keyword recommendations at the bottom of the search result page. This may prevent users from needing to go on the second page of results as keyword refinement could be just what they need to find what they’re looking for.
While both of these improvements do not appear to have influence on rankings, they are important changes as they may affect how your website performs within the SERPs in terms of click-through rate. So while your rankings will not be affected, your website’s visibility might be.
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Look for analysis of Google updates and how they affect your business on Top Dealer SEO.
