“Lots of companies don’t succeed over time. What do they fundamentally do wrong? They usually miss the future. I try to focus on that: What is the future really going to be?” .

There is no company in the world more obsessed with innovation than Google.

This is evident in the myriad of changes coming to the lifeblood of their business, the illustrious SERPs.

Outside of major transitions like mobile-first indexing, the company is altering a variety of functions and features related to desktop and mobile search pages. In recent months, the search giant has announced or begun testing a variety of SERP alterations that seek to expand, enhance, and otherwise reshape search results.

Let’s look at what’s transpiring within Google’s search engine results pages.

1. Search Snippet Shifts

Search snippets (the bit of text that lives below the links for various results) have recently been confirmed to be increasing in length and will soon be more dynamic.

“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.”

The user-friendly blocks of text that describe how a page relates to a given query are currently restricted to 160 characters. Under the altered state, however, these snippets have grown to roughly 230 characters, on average.

In most cases, the snippets will dynamically change, depending on the nature of the query; these are designed to answer the user’s question without forcing them to click on the linked page. If the answer is too complex to flesh out and will ultimately require a click to address, the snippet is likely to remain at 160 characters.