How to get a 3-line snippet in the SERPs

Yes it is possible

[takagi]

For a few languages Google displays a 3-line snippet instead of the default 2-line snippet. Especially if there is no cache, or if you do a multiple keyword search, this feature can be helpful.

To compare it, I added links to the search for 'webmasterworld' in these languages. Your browser might have some problems to show the right font, but perhaps you can still see the difference without loading fonts.

The standard: English (2 lines) [google.com]

Korean: 3 lines [google.com]

Japanese: 3 lines [google.com] (please note the #3 in the SERP is different from the English #3)

Chinees (China): 3 lines [google.com] and highlight is not bold but red

Chinees (Taiwan): 3 lines [google.com] and highlight is not bold but red

If you never saw the Hebrew [google.com] or Arabic [google.com] version, you will be surprised. These languages write from right to left, so the whole layout is changed. But the number of lines in the snippet is just 2.

[vitaplease]

I wonder why they choose red instead of bold.

An experiment or cultural differences?

[hotice_2002]

I think there is no cultural differences between red and bold in Chinese search results on Google. We accept the both. In Chinese search results sometimes the snippet are 4 lines, but the 4th line only no more than 3 Chinese words, and sometimes are 2 lines.

While searching some different keywords in Chinese on Google, the highlight are bold with some keywords and are red with some others, I don't know why. Maybe google is on testing..

[g1smd]

Google actually has domains registered in at least 75 countries so they have a massive amount of international things to think about.

[GodLikeLotus]

>An experiment or cultural differences?

RED is considered Lucky in China.

UK folk may know the HSBC TV ad which refers to different cultures.

[GodLikeLotus]

>An experiment or cultural differences?
RED is considered Lucky in China.

UK folk may know the HSBC TV ad which refers to different cultures.

[takagi]

Complex Chinese characters (say more than 20 strokes) are very hard to read if you print them bold. Fortunately, in Japan the number of those kanji (Chinese characters) is not so high. I cannot read Chinese, but I've the impression that especially the 'traditional Chinese' (compared to 'simplified Chinese' or Japanese) has a lot of complex characters. That could explain why the highlight on a Japanese SERP is always bold, whereas in a Chinese SERP it is (usually?) red.

If you compare the Japanese [google.com] and the Chinese [google.com] search for a beer company, you can see that the Japanese highlight is rather blurred.