The changing face of Google SERPs

Share this Article:

You’ll already be familiar with Google’s search engine results pages (SERPs), but you could spot a few changes the next time you’re searching online.

The changes Google is rolling out are designed to help your potential customers find exactly what they’re looking for, as well as expand on the amount of information that you can share about your company, its products and services.

So what are the changes we should be aware of? Mediaworks explains more:

Longer meta descriptions

Meta descriptions form a vital part of a brand’s ability to sell their company, products and services to potential customers on SERPs.

Up until now, you’ve been restricted to 156 characters (including spaces) per meta description — not a lot when you need to include your brand name, a keyword, at least one USP and a call to action.

Fortunately, Google has loosened the shackles a little bit by increasing the length of its meta descriptions. In fact, they’ve updated their guidelines to state that there’s now no official meta description recommended length. Google’s public liaison for search, Danny Sullivan, has been a bit more helpful, tweeting that meta descriptions should be no longer than 320 characters with spaces.

With their doubled length, you can now explain more about the features and benefits of a product or service, and include more USPs to further entice searchers to visit your website over your competitors.

Knowledge Panels receive more related information

Google’s Knowledge Panels show information about your brand in a prominent section of the SERPs.

Recently, it was revealed that Google is expanding on the information that is displayed in each of its Knowledge Panels so that related content and relevant suggestions can now be included.

The idea is that Google will now be able to help you with whatever you’re searching for, with Google’s product manager, Michael Galvez, stating on Google’s The Keyword blog: “Search is not just about answering your questions — it’s also about discovery.”


Need advice on creating content that will succeed in the digital sphere? Want to discuss your current SEO strategy? Contact Mediaworks today using the form below.


From powerful brand propositions, customer-centric experiences or creative search campaigns, our proven approach overcomes obstacles and delivers commercial success.


We work fast and break norms by applying innovation, intelligence and creativity to everything we do.​ We look for people who share our passion and ambition.


Find out more



Interested in finding out more about how we deliver outstanding results? Speak to our experts today.