Google’s SERP Width Test Can Change Organic Space Forever


The one thing you can say for sure about Google is that that they have an insatiable appetite for change.

Google is testing an increase of the width of its primary search listings from 500 to 600 pixels, in order to allow for more expressive, informative page titles and meta descriptions.

In The Eyes Of Google, The Online Consumer Is King

Google is extremely proactive when it comes to testing new applications and platforms that allow for a more user-friendly environment.

From adjusting the type of forms users interact with through paid extensions, to incorporating local and trending content into their organic listings; Google is determined to remain the king of search engines by creating an experience that is completely aligned with the expectations of online users.

So, how does Google want to improve this time? They could now offer more information that allows online consumers to better understand the experience they stand to have, before they actually click through to a specific website.

SEO's Should Embrace For Impact

This adjustment could have a major impact on organic search as users will have more information to consider before they engage with a particular experience offered by some type of business or brand.

Page Titles

The transition from 500 to 600 pixels allows strategists to include between 10 to 15 more characters in their page title recommendations.

This means that you would now be able to offer more concise and compelling messaging that could provide a significant boost to click-through-rates.

Meta Descriptions

Strategists will be able to include 15 to 20 more characters per line in their descriptions, allowing for even better call to actions that could also include contact information.

The Next Step For Strategists

If this test results in a permanent change, you have the opportunity to create more compelling messaging that separates your brand from other prominent online competitors. You can create more intuitive call to actions that express value and solicit consumer reaction.

So, if you haven't evaluated your titles and descriptions in a while, now would be the perfect time to do so.


Remember that at this time this is only a test. According to Search Engine Roundtable, at this same time Google is once again testing its card based search results.

Posted in SEO

About the Author: Julian Connors

Julian is an experienced search marketing director who has developed complex, wide-scale search and social campaigns for brands that include: P&G, The Source, Papa Johns, GiveSmart, and more.A published author on the concept of "Social SEO", Connors contributes to a number of recognized publications and speaks at digital marketing conferences throughout the country.

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