You
know all about the proper meta description length and title length,
don’t you? After all, you’ve been doing it for years. 55-60
characters in the title, and 155-160 for the meta description have
been the standard for as long as we can remember—but it seems the
times have changed.
Google
has increased the width of the main search results, and as a result,
the lengths for meta descriptions and titles before they become
truncated has increased too.
Although
we don’t know if this change will last (it could be another typical
Google experiment for all we know), we at SEO Inc. have some
suggestions for how you can make the most of the added space.
Last
week, SEMPost noticed Google had increased the width of the search
results by about 100 pixels. Now sitting at 600 pixels wide, the
search results have more room for a bigger title and meta
description.
Here
are the new lengths for desktop:
Title length: 70-71 characters
- Meta description length: 200
And
here are the new lengths for mobile:
- Title length: 78 characters
- Meta description length: 170-172
Keep
in mind these are suggestions, averages compiled from examples we’ve
seen online. We honestly don’t know why the mobile title length
would be longer than
the desktop, since mobile seems to want to keep things more concise.
It could be Google let that slip by, or it might be totally
intentional. Time will tell if these lengths will change or if
they’ll stick around.
So What Should You Do?
What
do you do with all that extra space? No—the answer is not “fill
it with keywords.” Your meta descriptions and titles should have at
least one
or two keywords, but you still don’t want to come off as spammy.
Here
are some things you should do to take advantage of the added elbow
room:
Put
in a keyword or two. Okay,
we know we just said not to fill the space with keywords. But if you
use them well, AKA written naturally like you would with your other
content, they can help you increase your rankings. Maybe get
professional copywriters to do it for you.
Add
branding.
If you’re scared to make any big changes, the extra 10-11
characters could be enough to add your business’s name. That at
least will add a bit of brand awareness you didn’t have room for
before.
Monitor
your changes.
If you do make changes, make sure you watch them carefully. Test
their performance against the old ones and see if they’re actually
having any positive impact. You probably won’t see huge movement
up, but you definitely don’t want to see traffic go down.
Again,
we have to remind you that the changes to the Google meta description
and title length are an experiment. Google could change it at any
moment, but we think it will be a while before they do. They’ll
want to gather enough information to make sure the longer lengths
will have any impact on user experience.
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