People using the search engines (and there are about 30,000 searches in the UK every minute) are increasingly using longer search terms.

To help searchers in their quest for the information they seek, Google has just introduced an enhancement to its (natural / organic / SEO)  results page listings.

When a longer search term is entered - over three words - Google has added more lines to the text snippet that appears for each result. This is designed to provide more information containing the words typed within the context of the page.  

Research already shows that people trust these snippets more than the sponsored listings - about 90% of people prefer text snippets compared to Google ads. This new step looks certain to increase this trust. Searchers consider these results to be more independent.

To feature consistently well in such results requires websites to be optimised for natural search. Find out more about optimising using natural SEO techniques.

Read more detail about this search enhancement on the official Google blog and Econsultancy.