
Meta Description Length and Formatting | A Guide to SERP Success
Why Does Meta Description Length Matter?
Just like title tags, meta descriptions have a specific space in the search results. If your meta description is too long, it may get cut off, which could mean losing important details or your call to action.
What is the Ideal Meta Description Length?
The recommended length for a meta description is around 150-160 characters. However, it’s also important to think about pixel width. Google’s display limit is determined by pixels, not just the number of characters.
Why Pixels Matter:
Wider characters take up more space than narrower ones. A meta description that includes many wide characters might get cut off, even if it’s within the character limit.
(Image: Example showing two meta descriptions with the same character count, but one is truncated due to wider characters)
Meta Description Formatting Best Practices:
- Front-Load Important Keywords: Start with your most relevant keywords in your meta description. This helps users quickly grasp what your page covers and increases the chances of those keywords being highlighted in the search results.
- Use Sentence Case: Write your meta description in sentence case (capitalising the first letter of the sentence and proper nouns) to enhance readability.
- Include a Call to Action (CTA): When suitable, add a clear and concise CTA that encourages users to click. Examples include:
- Learn more
- Get the guide
- Shop now
- Read the full article
- Get a free quote
- Use Numbers and Symbols: Incorporating numbers and symbols ($, %, &, etc.) can make your meta description stand out and might save space compared to writing out the words.
- Avoid Unnecessary Punctuation or Special Characters: Keep your meta description straightforward and easy to read. Refrain from using excessive punctuation or special characters that could seem spammy or be cut off.
- Preview Your Meta Description: Use a SERP simulator tool (like those offered by Moz or SEMrush) to see how your meta description will look in search results on both desktop and mobile.
Mobile Considerations:
Meta descriptions may be cut off even more on mobile devices. Keep this in mind when creating your snippets and make sure to prioritise the most important information at the start.
Tools to Help You Optimise Meta Description Length and Formatting:
Ahrefs: Like SEMrush, Ahrefs assists in analysing and optimising your meta descriptions.
Yoast SEO (WordPress Plugin): Offers real-time feedback on meta description length and optimisation.
Rank Math (WordPress Plugin): Similar to Yoast, it aids in optimising meta descriptions and other on-page elements.
Moz’s Title Tag Preview Tool: Mainly for title tags, it can give you a rough idea of how your meta description will appear in the search results.
SEMrush: Provides a Site Audit tool that highlights meta description issues, including length concerns.
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Frequently Asked Questions about Meta Description Length and Formatting
Listed below are some of the main areas you should have an understanding on about Meta Description Length and Formatting.
Are there any characters I should avoid using in meta descriptions
While most standard characters are acceptable, avoid excessive use of special characters or symbols that might make your meta description look spammy or get truncated. Also avoid using double quotation marks inside the tag as it can prematurely close the tag.