Google Increases Length Of Snippets In Search Results

Average snippet length has grown from 160 to 230 characters

Google has increased the average length of snippets in its search results. A snippet is the text that appears in the search results below a website's URL, and describes the content on the page. Data from Rank Ranger has found that the average length of a snippet in Google's search results has grown from 160 characters in mid-November, to 230 characters as of the beginning of December. A spokesperson from Google has confirmed the change to Search Engine Land, saying: “We recently made a change to provide more descriptive and useful snippets, to help people better understand how pages are relevant to their searches. This resulted in snippets becoming slightly longer, on average.” 

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