Google announced a new range of enhancements to its organic search results on Tuesday which will improve relevance and the user experience.
Unlike recent tweaks and tests, these SERP changes aren’t being launched under the beta banner. It would appear (at this stage) that they’ll be a permanent modification to the result pages.
The enhancements are essentially two fold
1. Longer Listing Snippets
Users who providing multi word (more than 4 term) searches will often be presented with longer snippets in the search results pages.
According to Google:
When you enter a longer query, with more than three words, regular-length snippets may not give you enough information and context. In these situations, we now increase the number of lines in the snippet to provide more information and show more of the words you typed in the context of the page.
The increased snippet size has important ramifications for SEO-ers. As Google often grabs its snippets from page copy rather than meta descriptions, it will be more important than ever to ensure page copy embraces key long tail keyword density
2. Improved Related Search Recommendations
Google have has also implemented a new technology that allows the search engine to provide ‘more’ related search recommendations, and more importantly, relevance of recommendations will be significantly improved!
…we’re deploying a new technology that can better understand associations and concepts related to your search, and one of its first applications lets us offer you even more useful related searches (the terms found at the bottom, and sometimes at the top, of the search results page).
The enhanced recommendations provide website owners with a great keyword tool. If Google, via its new recommendation technology, provides users with a list of other relevant searches – its only logical that these suggested terms become of part of your keyword strategy (assuming they’re relevant to your site).
Any improvement to relevance in search engines is a welcomed enhancement. But for website owners – these offer some important opportunities and challenges that should be addressed.
If you’ve got some ideas on how you plan to leverage the new Google enhancements for better SEO results, why not share them with the rest of our readers!