Your meta description is your organic search ad copy. It’s the short snippet of text that appears under your page title in the search results, and it plays a critical role in convincing users to click on your link. While not a direct ranking factor, the length of your meta description is a key element in its effectiveness. A description that is too long will be truncated, while one that is too short may not be compelling enough to earn the click.
Think of your meta description as a movie trailer. It needs to be exciting, give a sense of the plot, and leave the audience wanting more—all in a very short amount of time. For a broader look at metadata, see our guide on the on-page SEO category.
Pixel Width vs. Character Count
It’s a common misconception that Google has a strict character limit for meta descriptions. In reality, the cutoff is based on the pixel width of the snippet container. This means that a description with many wide characters (like ‘W’) will be truncated sooner than one with many narrow characters (like ‘i’).
However, as a general rule of thumb, the following character counts are a safe guideline. For a deep dive into writing for search engines, check out this guide from Moz on meta descriptions.
- Desktop: ~155-160 characters (approx. 920 pixels)
- Mobile: ~120 characters (approx. 680 pixels)
A Step-by-Step Guide to Optimizing Your Meta Description Length
The goal is to write a compelling, unique description for every page that fits within the available space. For Google’s perspective on this, their guide on controlling your snippets is an essential resource.
Example: Shortening a Meta Description
Before: “Learn all about our new, innovative, and industry-leading blue widgets, which are designed with the highest quality materials and are perfect for a wide variety of applications, both commercial and residential. Buy now and get free shipping.” (250 characters)
After: “Discover our innovative blue widgets, made with the highest quality materials for commercial and residential use. Shop now for free shipping!” (145 characters)
For more on this topic, see our guide on meta descriptions over 155 characters.
Frequently Asked Questions
Why do some of my meta descriptions get cut off even if they are under 160 characters?
This is because Google truncates meta descriptions based on the pixel width of the characters, not the character count. Wider characters (like ‘W’ or ‘M’) take up more space than narrower ones (like ‘i’ or ‘l’). To be safe, it’s best to use a SERP snippet preview tool that shows you the pixel width of your description.
Does Google always use my meta description?
No. Google will often rewrite meta descriptions if it believes it can create a snippet that better matches the user’s specific query. However, providing a well-written meta description is still a best practice as it is the most likely snippet to be used for your primary target keywords.
How can I find all the meta descriptions on my site that are too long or too short?
The most effective way is to use a website crawler like Creeper. It will scan every page on your site and provide a report of all meta descriptions and their character counts, which you can then sort to find any that are outside the optimal range.
Are your meta descriptions the right fit? Start your Creeper audit today to find and fix any length issues.