Yep. Another Google change.
This time they increased the length of your pages’ meta description. Strangely enough, this only has a small indirect effect on your rankings.
For clarification, meta descriptions now look like this:
And for once, this change doesn’t have much of an effect on your search rankings.
But smart SEOs and SMBs can still capitalize in significant ways.
Why Should You Care about the Length of Your Meta Description?
So if your meta description’s length doesn’t affect your search rankings, why should you care about it at all?
…Because it’s another opportunity to win more clicks (and sales too). A higher click-through rate for your page does improve your search rankings.
It’s not a huge factor. But it is one nonetheless.
The bigger (and even hidden) opportunity lies in your meta description’s ability to drive more qualified customers to your website.
You can’t jam much value into 160 characters.
But 320 is more than enough.
So, you have more room to include benefits, product and service differentiation, and attractive features about your company (like no contracts, same-day service, limited time offers, or whatever you have).
You can also add another relevant search phrase or two that your customers might use. The keyword they enter, along with closely related terms, appear in bold.
Searchers click listings with their bolded terms more frequently also.
Should You Change All Your Meta Descriptions?
…You don’t need to.
At a minimum, you should at least revisit the meta descriptions for your highest-trafficked web pages.
Make sure they include the primary keyword you target, and possibly a closely related term or two.
Include all the most powerful benefits, differentiation, and product and service features that light customers’ eyes up when considering whether to purchase.
If that doesn’t fill all 320 characters up, no big deal! A long meta description does you no good. But a value-packed one does.
Then, as you have time, work your way down to the pages on your website with the lowest traffic.
You may even ignore your lower traffic pages if you don’t have the time or the money to spend.
Not a Huge Change, But One Smart SEOs and Companies Pay Attention To
In the grand scheme of search, this isn’t a monstrous change.
But, most companies likely won’t prioritize updating their meta descriptions because they exclusively focus on search rankings and know this won’t help them much in that regard.
That means this can be your opportunity to be more persuasive and snatch more customers.
Just like in any other profession, the most successful do all the little things right.