If you're always interested in the changes Google makes to the presentation of search results, you may have noticed discussions about the number of characters displayed in snippets.
The big question here is: what does it change for you? And for SEO? That's what we'll see in this post!
What is a snippet for?
The snippet is the piece of text that appears just below the title and URL in search results. Its function is to briefly show what the user can expect by clicking on that link.
Although Google often uses the meta description of the page, there is no guarantee of this. If the system identifies a piece of content that seems more relevant to the search query, it will be displayed instead of the manually configured description.
That's why, as well as writing good meta descriptions, it's essential to ensure that the content of the page is well structured, with clear, objective passages that include naturally inserted keywords. This way, you increase the chances of having snippets that engage the user and encourage them to click.
Although Google experimented with longer snippets in 2017, today, in 2025, the snippets displayed in search results are generally between 150 and 160 characters on desktops and around 120 characters on mobile devices. This translates into approximately 920 pixels for desktop and 680 pixels for mobile. It is therefore essential to create concise and impactful descriptions within these limits to ensure that the content is displayed in full in the search results.
What good does the change in the snippet do for your business?
Although Google has tested longer snippets in the past, displaying longer snippets is now less common. The current focus is on providing concise and relevant descriptions that align with the user's search intent. It is therefore advisable to keep meta descriptions within standard limits to ensure proper display in search results.
In May 2024, Google introduced AI Overviews, a feature that uses artificial intelligence to generate summaries at the top of search results. These summaries are created automatically based on the content of web pages, without relying exclusively on meta descriptions or structured data. The company emphasizes that AI Overviews are designed to provide useful and relevant information, connecting users to web content efficiently.
This change reinforces the importance of creating clear, well-structured and informative content directly on pages, so that Google can generate relevant and accurate snippets.
Integrating AI into snippets: Google has recently started incorporating generative artificial intelligence into the creation of snippets, especially in features such as 'People Also Ask'. This integration allows the answers displayed to be more detailed and aligned with the user's search intent, further highlighting the need for high-quality, well-structured content.
In view of this, we can say that those who are ahead of the game in making the necessary changes to be aligned with this new policy will see very positive results. Check out what's changing below:
Meta description
Even with the limited space of current snippets, it is possible to create more strategic descriptions, capable of highlighting the page's differentials in a concise and impactful way. The key is to arouse the user's interest with clarity and objectivity, promoting the click.
Secondly, SEO techniques continue to benefit from the use of long tail keywords, which are more specific and attract more qualified leads. Although space in the meta description is limited, these keywords should also appear naturally in the content of the page, as Google can automatically generate snippets from the text.
Caption: 3D illustration with gears, key and SEO acronym highlighted.
More (or fewer) clicks
The impact of snippets on the click-through rate depends less on length and more on clarity, relevance and alignment with the user's search intent. A well-written and direct snippet increases the chances of the user clicking, especially when it accurately answers the searcher's question or desire
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There's a delicate balance: a snippet can be so informative that the user feels they've already got their answer without having to click. This is especially true for searches with a specific informational intent. For this reason, the ideal is to create descriptions that are informative enough to arouse curiosity, but also encourage clicking for more details.
Variation of snippets depending onthe search: it is important to note that Google can display different snippets for the same page, depending on the user's query. This means that even with a well-crafted meta description, the content of the page must be optimized to respond effectively to different search intentions.
So what should you do?
Now that you know how Google treats snippets and how artificial intelligence is shaping search results, the next step is to act strategically.
Start by reviewing the content that already brings traffic to your site. Analyze whether the meta descriptions of these pages really reflect the purpose of the content and whether they are aligned with the users' search intent. Often, small adjustments can significantly increase the click-through rate (CTR).
Next, prioritize the content with the highest conversion potential and update your descriptions with more engaging calls to action, action verbs and keywords that really pique your audience's interest. Remember: it's not just about informing, it's about instigating the click.
Summary: Google snippets display around 150 to 160 characters on desktop and 120 on mobile. With the arrival of generative AI and AI Overviews, page content has become even more relevant. To improve SEO and click-through rates, invest in clear, strategic meta descriptions aligned with search intent.
Still have questions about how to exploit this change? Leave a comment!
What's changing with Google's new snippets?
What is a snippet and what is it for?
A snippet is a piece of text that appears in Google's search results just below the URL. It serves to show the user a summary of what will be found on the page and convince them to click on the link.
How many characters does Google display in snippets?
Currently, in 2025, snippets have around 150 to 160 characters on desktop and around 120 characters on mobile. The ideal is to write objective descriptions that stay within these limits so that they don't get cut off.
Does Google still use meta descriptions in its results?
Yes, but not exclusively. Google can display the meta description or automatically choose a section of the page that it considers most relevant to the user's search.
How does artificial intelligence affect Google snippets?
Since May 2024, Google has started using generative AI to create summaries at the top of results and to improve snippets, especially in sections such as "People Also Ask". This makes it essential to have clear, well-structured content on pages.
Is a good meta description still important for SEO?
Yes. A good meta description helps to increase the click-through rate (CTR), especially when it is clear, attractive and aligned with the user's search intent.
Can the snippet change depending on the search made?
Yes, Google can display different snippets for the same page, depending on the user's search intent. That's why, in addition to writing good meta descriptions, it's important to optimize the content of the page as a whole.
How can I improve the performance of my snippets?
Revisit the pages that already receive traffic and analyze whether the meta descriptions are arousing interest. Use action verbs, long tail keywords and phrases that encourage clicking, without giving away the whole answer in the snippet.
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