There has been an interesting week for SEO in a … good path.
Jennifer Slegg As reported last Wednesday, Google has increased the width of its main search results column. Certainly, the news has not made for a smashing title, but the redesign of Google’s results page of the search engine (SERP) is huge news for anyone involved in digital marketing (including, of course, SEO editors!)
We will explore the implications …
More real estate SERP page Titles = SEO content opportunities
When we create a title page, we try to accomplish a lot in a very limited number of characters. Ideally, your title should:
- Include keyphrases (of course!)
- Describe what the landing page is about convincingly
- encourage target readers to take action.
This is the exciting news:
Previously, the recommendation was to keep your character count to 59 characters Title Now we have about 11 characters to work with desktop ads (including spaces.) – Or about 70 characters, including spaces
the number of additional characters almost feels decadent (Google measures in pixels, which is why we say “approximately”.)! There is a lot you can do with 11-18 extra characters – like sliding in a keyphrase
For mobile ads, Google has increased as more space, about 78 characters in total.
The number of characters has changed for the research office meta descriptions, too. Now we have about 100 characters for each line or 200 total characters, including spaces. [Note: as of this writing, the expansion to 100 characters per line applies only to the first line of the description; Google is still only displaying 150 to 160 characters total before truncating descriptions with ellipses, although that should change soon].
Pretty cool, huh?
Is this new title and description length “stick?” As I already said, gives Google, and Google removed. The number of character / pixel can be left as is, or change (as it has in the past.) I always advise people not to make major changes immediately after a change Google … just in case.
But, say the changes do not stick. What this change means for your clients – and your bottom line
Want to be a hero SEO copywriting? Submit a content checking!
There are opportunities, your client (or employer) does not know this change – and could benefit from a greater length of the title
If you are one. independent with a perspective that is not quite ready to commit, bringing new development to its attention – and probably the only freelancer to do so – can mean gain your prospect’s trust and trust. And win the contract.
A first step could be a smart SEO content verification. Depending on what you find, a site audit can turn into more titles simply tweaking. For example, the content may need a rewrite or edit keyphrase – and this is another way you can help
Do you work internally? Sharing this information can make you home a hero. Especially if you can verify content, find opportunities and make the changes.
Check site analysis to determine your strategy
Due to the different number of title character for the desktop and mobile ads, you’ll want to answer an important question:
Did your client receive over desktop and mobile visitors?
If most of your visitors come Desktop Search (as may be the case with B2B sites), you’ll want to follow the guideline 70-count for the titles. If the majority of mobile, then you have more room to move.
The most likely scenario you will encounter is that their traffic is a mixture of both desktop and mobile. So how do you want a strategy when you are straddling two worlds?
The answer is the same strategy that we pursued when we only had 59 characters, including spaces. SEO setting aside for now, focus on putting, compelling, clickable CTA meaty information in the visible part known title – meaning, the first 70 characters, including spaces. In this way, the most critical elements appear in desktop results.
The title character has more good news for companies, researchers and – yes – SEO copywriters! How will you take advantage of this new opportunity? Let me know in the comments!
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