The optimal meta description length is 150–160 characters for desktop search results, with 155 characters being the safest target that avoids truncation across both desktop and mobile. Google typically cuts off descriptions around 920 pixels width, which translates to roughly 120 characters on mobile and 160 on desktop depending on character width (W's and M's take more space than i's and l's). In practice, write your core value proposition in the first 120 characters so mobile users see the full message, then use the remaining 35–40 characters for secondary benefits or a call-to-action. This front-loading approach ensures your key message survives on all devices. Google doesn't use meta descriptions as a ranking factor, but they directly impact click-through rate from search results. A compelling description that matches search intent can boost CTR by 20–30% compared to a generic or truncated one, and higher CTR sends positive user signals that do influence rankings indirectly. What actually shows up is another story. Google rewrites meta descriptions roughly 70% of the time, pulling text from your page content when it thinks that better matches the searcher's query. This happens more often when your description is too short (under 120 characters), too generic, or doesn't contain the keywords the user searched for. At Ottawa SEO, we write unique descriptions for every important page in our 500+ domain portfolio, focusing on: - Primary keyword in the first 100 characters - Clear differentiation (what makes this result worth clicking) - Natural language that reads like a human wrote it, not keyword soup - Action-oriented language when appropriate ("Compare 47 models" vs "This page discusses models") Don't obsess over hitting exactly 155 characters. A 148-character description that's compelling beats a 155-character description that's padded with filler. And never duplicate meta descriptions across pages; Google sees that as low-effort and is more likely to ignore them entirely.