Posted by Dr-Pete
For the past couple of weeks, Google has been testing a major change to the width of the left-hand column, expanding containers from 512 pixels to 600 (a 17% increase). Along with this change, Google has increased the available length of result titles:
This naturally begs the question - how many characters can we fit into a display title now? When Google redesigned SERPs in 2014, I recommended a limit of 55 characters. Does a 17% bigger container mean we've got 9 more characters to work with?
Not so fast, my friend…
This is where things get messy. It'd be great if we could just count the characters and be done with it, but things are never quite that easy. We've got three complications to consider:
(1) Character widths vary
Google uses the Arial font for result titles, and Arial is proportional. In other words, different characters occupy different amounts of space. A lower- case 'l' is going to occupy much less space than an upper-case 'W'. The total width is measured in pixels, not characters, and the maximum amount you can fit in that space depends on what you're trying to say.
In our 10,000-keyword tracking set, the title below is the longest cut or uncut display title we measured, clocking in at 77 characters:
This title has 14 i's and lowercase l's, 10 lowercase t's, and 3 narrow punctuation marks, creating a character count bonanza. To count this title and say that yours can be 77 characters would be dangerously misleading.
(2) Titles break at whole words
Prior to this change, Google was breaking words at whatever point the cut-off happened. Now, they seem to be breaking titles at whole words. If the cut happens in the middle of a long word, the remaining length might be considerably shorter. For example, here's a word that's just not going to fit into your display title twice, and so the cut comes well short of the full width:
(3) Google is appending brands
In some cases, Google is cutting off titles and then appending the brand to the end. Unfortunately, this auto-appended brand text still occupies space and counts against your total allowance. This was the shortest truncated display title in our data set, measuring only 34 characters pre-cut:
The brand text "- The Homestead" was appended by Google and is not part of the sites
tag. The next word in the title was "Accommodations", so the combination of the brand add-on and long word made for a very truncated title.<br />
</p><h2>Data from 10,000 searches<br />
</h2><p>Examples can be misleading, so we wanted to take a deeper dive. We pulled all of the page-1 display titles from the 10,000-keyword MozCast tracking set, which ends up being just shy of 90,000 titles. Uncut titles don't tell us much, since they can be very short in some cases. So, let's focus on the titles that got cut. Here are the character lengths (not counting " ...") of the cut titles:<br />
</p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/5745bd07227b20.05940476.png" rel="border: 0" style="border: 0"><br />
</p><p>We've got a fairly normal distribution (skewed a little to the left) with both a mean and median right around 63. So, is 63 our magic number? Not quite. Roughly half the cut titles in our data set had less than 63 characters, so that's still a fairly risky length.<br />
</p><p>The trick is to pick a number where we feel fairly confident that the title won't be cut off, on average (a guaranteed safe zone for all titles would be far too restrictive). Here are a few select percentages of truncated titles that were above a certain character length:<br />
</p><ul><br />
<li>55% of cut titles >= 63 (+2) characters</li><br />
<li><strong>91% of cut titles >= 57 (+2)</strong><strong> characters</strong></li><br />
<li>95% of cut titles >= 55 (+2) characters</li><br />
<li>99% of cut titles >= 48 (+2) characters</li><br />
</ul><p>In research, we might stick to a 95% or 99% confidence level (note: this isn't technically a confidence interval, but the rationale is similar), but I think 90% confidence is a decent practical level. If we factor in the " ...", that gives us about +2 characters. So, my recommendation is to keep your titles under 60 characters (57+2 = 59).<br />
</p><p>Keep in mind, of course, that cut-offs aren't always bad. A well placed "..." might actually increase click-through rates on some titles. A fortuitous cut-off could create suspense, if you trust your fortunes to Google:<br />
</p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/5745cbabc43513.48295070.png" rel="border: 0" vspace="10" style="border: 0"><br />
</p><p>Now that titles are cut at whole words, we also don't have to worry about text getting cut off at confusing or unfortunate spots. Take, for example, the dangerous predicament of The International Association of Assemblages of Assassin Assets:<br />
</p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/5745c38fa33539.24952715.png" rel="border: 0" vspace="10" style="border: 0"><br />
</p><p>Prior to the redesign, their titles were a minefield. Yes, that contributed nothing to this post, but once I had started down that road, it was already too late.<br />
</p><h2>So, that's it then, right?<br />
</h2><p>Well, no. As Google evolves and adapts to a wider range of devices, we can expect them to continue to adjust and test display titles. In fact, they're currently test a new, card-style format for desktop SERPs where each result is boxed and looks like this:<br><br />
</p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/5745c582c5e954.69810663.png" rel="border: 0" vspace="10" style="border: 0"><br />
</p><p>We're not even entirely sure that the current change is permanent. The narrower format is still appearing for some people under some conditions. If this design sticks, then I'm comfortable saying that keeping your title length under 60 characters will prevent the majority of cut-offs.<br />
</p><p><em>Note: People have been asking when we'll update our title tag tool. We're waiting to make sure that this design change is permanent, but will try to provide an update ASAP. Updates and a link to that tool will appear in this post when we make a final decision.</em><br />
</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p>
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<h2 class='date-header'><span>Monday, 30 May 2016</span></h2>
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<a href='https://jamestillmanreviews.blogspot.com/2016/05/facebooks-director-of-product-design-on.html'>Facebook's director of product design on why websites may be a dying business</a>
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<p>It feels like we were facing the end of print only years ago, but the time may be ripe to begin lamenting the end of the website.</p><br />
<p>After the dominance of URLs, we're entering the platform era where more design diversity online is not necessarily better, Jon Lax, director of product design at Facebook, suggested at the design event Semi Permanent in Sydney Friday.</p><br />
<p><b>SEE ALSO: <a href="http://mashable.com/2016/05/26/uber-app-design/" data-crackerjax="#post-slider">How Uber is designing an app that works in more than 400 cities</a></b></p><br />
<p><span style="line-height: 1.5;">Increasingly, companies, news outlets and many others are providing their services by building in and on top of outside mobile platforms and operating systems that dictate how they should look. </span><i style="line-height: 1.5;">Mashable Australia </i><span style="line-height: 1.5;">sat down with Lax after the event to discuss how he sees the future of digital design in an era where Facebook and others act as aesthetic gatekeepers.</span> <a href="http://mashable.com/2016/05/30/facebook-end-of-websites/?utm_campaign=Mash-Prod-RSS-Feedburner-SocialMedia-Partial&utm_cid=Mash-Prod-RSS-Feedburner-SocialMedia-Partial">Read more...</a></p><br />
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<a href='https://jamestillmanreviews.blogspot.com/2016/05/study-helps-explain-why-some-new-moms.html'>Study helps explain why some new moms post nonstop on Facebook</a>
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<p>Several years ago, Sarah Schoppe-Sullivan noticed something curious as she scrolled through <a href="http://mashable.com/category/facebook/?utm_campaign=Mash-Prod-RSS-Feedburner-SocialMedia-Partial&utm_cid=Mash-Prod-RSS-Feedburner-SocialMedia-Partial">Facebook</a>: Many of her female friends used an image of their child as a personal profile photo. <span style="line-height: 1.5;">Even Schoppe-Sullivan made the switch without fully realizing the implications. </span></p><br />
<p>"It just kind of dawned on me at one point, 'Hey that's your identity, that's a really profound statement,'" she told <i>Mashable.</i> "It's saying, 'This is who I am right now.'" </p><br />
<div><p>SEE ALSO: <a href="http://mashable.com/2016/04/28/travel-rite-of-passage/?utm_campaign=Mash-Prod-RSS-Feedburner-SocialMedia-Partial&utm_cid=Mash-Prod-RSS-Feedburner-SocialMedia-Partial" data-crackerjax="#post-slider">Meet the family turning adventurous travel into a rite of passage</a></p></div><br />
<p>Of course, plenty of new moms see Facebook as simply a way of sharing joyous baby-related updates with family and friends. <a href="http://mashable.com/2016/05/30/moms-facebook-photos/?utm_campaign=Mash-Prod-RSS-Feedburner-SocialMedia-Partial&utm_cid=Mash-Prod-RSS-Feedburner-SocialMedia-Partial">Read more...</a></p><br />
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