On April 13th, 2011 wrote on the subject of Organic Search Marketing.

Special characters In meta descriptions – the beboisation Of Google?.

Using non-standard characters in the page title and meta description tag seems to be a growing trend in many industries. The idea is that by using eye-catching non-standard characters readers attention is drawn to their result first, even in preference to results that may be above them.

The practice of optimising search results to maximise click-through-rate is not a new one and has been used in PPC advertising to good effect for years, but where PPC ads have to go through an approval process (where many techniques are outlawed) meta descriptions and organic results do not, so boundaries can be pushed much further.

Who Is Doing It?

Thanks to @SEO_Doctor @tomsmith1984 @KevStrong @martokus for examples


How Do I Use Special Characters In My Title And Description?

Use of many characters seem to be by trial and error. John Campbell is a man with far more patience than I, and he has tested the indexing of many special characters.

Special characters can be created using Unicode such as,

© is created with:©

® is created with:®

™ is created with:™

A full list of Unicode characters can be found on Wikipedia

What Are The Effects?

Currently there is largely anecdotal evidence for the benefits of an increase in click through rate. It would be difficult to test definitively as there are several other variables to factor-in.

Shaun Anderson at Hobo is well respected within the industry for running extensive tests on theories rather than relying on guesswork, he is running one the tests shown above,

It’s incredibly hard to test the impact of this on SERPS in an accurate manner. I am currently running some tests on pages on my site. You need a page with stable rankings, and a stable flow of traffic to get exact results, and that’s kind of difficult with the ever-fluctuation of Google SERPS and how changes to the UI (based on query or geo-location – for instance) impact your rankings and clicks on a daily basis – over time – in a natural way. Special characters in snippets certainly get noticed and commented upon, that’s for sure. Once you rank, GETTING CLICKED is what it is all about – every little thing that might help, should be tested on for size. You can get a way with a lot in terms of getting special characters in your snippet DESCRIPTION – but not so much in your TITLE link description (Google strips out some special characters from this element if you try it).

I was also lucky enough to hear from Craig Parker at Soula.com who has conducted some tests of his own.

In a short test I ran on a UK based e-commerce site I found implementing special characters in title tags had a small positive effect on click-through but this was not statistically significant, after around a week it caused a small negative change in [Google] rankings.

Implementing special characters in the meta was difficult to get indexed/displayed on the SERPs and provided a very minimal increase, again not statically significant.


The Bigger Picture…

The largest problem with this technique is that the more people use it the less effective it becomes.  how long until our search results pages look like this and nobody derives any benefit from it?

The new and improved version

What are your thoughts on this?

5 comments on Special characters In meta descriptions – the beboisation Of Google?

  1. Impact MIke says:

    Is it wrong that my first reaction on seeing this was “That looks great me too”? The Hobo example with the five stars looks especially good. However as with using title case in PPC, it will become ths standard and lose effectiveness as you point out. The risk of ranking drops would also scare me off from it, but I’m in awe of how SEO Mofo managed to get his to work and even lign up correctly.

  2. Jerome says:

    I’ll definitly try that out for some custumers that can handle it.
    Ever heard of description that where changed by GG because of that?

  3. SEO Mofo says:


    I’ll mention 2 things:

      •  Last I heard, Google doesn’t use your Meta description in its ranking algorithm, so feel free to get creative with it without worrying about it affecting your rankings. (I don’t remember where I heard that, but I think it might have been in a Matt Cutts video.)

      •  I created a SERP optimizer tool that makes it much easier to do what I did. Check it out.


  4. tanie dekoracje says:

    Hi! I added some special characters like this star: ★ in meta-title but Google show it as a normal text.

    Is still possible to add stars, middle-dot’s or other ascii/unicode to title meta-tag ??

  5. Geoff says:

    I’m about to test this out with a smiley face… We’ll see in 24 hours :)

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