Snippets are the information Google extracts from your webpage to show on their results page. All webpages have snippet information, whether they are optimized or not. Most commonly, there are three elements in a snippet:

• Title
• Meta Description
• URL, slug, or breadcrumb

In years past, this information was a ranking factor — which lead to keyword stuffing and SERP manipulation. These are no longer ranking factors, but they can still help attract search engine users to your site and inform them of what they’ll find if they click on your link. Thus, the snippet is still a crucial aspect of SEO.

A Snippet Preview tool can help you optimize your snippets for both desktop and mobile users. If a meta description or title is too long, you may not fully convey what you have to offer to a potential visitor. Optimizing these aspects — and more — with a snippet preview tool helps prevent that.

In short, everyone.

In recent years, Google has introduced a “position zero” — a top rank that provides what’s known as a featured snippet. These are designed to immediately provide an answer to a search query, meaning the website with a featured snippet is most often visited for that search.

Proper snippet hygiene can help you gain additional brand exposure in search results, which can only be a good thing.