Keep meta descriptions between 150 and 160 characters. Google typically truncates anything longer, especially on mobile where space is tighter. If you write 200+ character descriptions, users see "..." mid-sentence, which looks unfinished and hurts credibility. The 160-character limit isn't arbitrary. It's based on pixel width, not strict character count, so narrow letters like "i" and "l" take less space than "w" or "m". In practice, 155–158 characters is the safe zone that accounts for this variability. Going to exactly 160 risks truncation if you use wide characters. Google doesn't use meta descriptions as a ranking factor, but they directly impact click-through rate. A good description convinces someone your page answers their question better than the nine other results. Include the primary keyword naturally (Google bolds matching terms), state the benefit clearly, and add a subtle call to action if it fits. Some pages don't need custom descriptions. Google pulls relevant snippets from your content when it thinks those match the query better than your meta tag. For blog posts and service pages, write them. For deep FAQ pages or product variants, auto-generation based on templates often works fine and saves time. At Ottawa SEO, we write descriptions for all commercial pages and pillar content, but skip them on thin utility pages like tag archives. We track CTR in Search Console and rewrite underperforming descriptions quarterly. A 2–3 percentage point CTR lift on a page getting 10,000 impressions monthly means 200–300 extra visits without changing rankings. Avoid stuffing keywords or writing vague promises like "Learn more about our services." Be specific about what the page delivers. If you're targeting Ottawa homeowners looking for furnace repair, say "24-hour furnace repair in Ottawa. Licensed techs, upfront pricing, same-day service" instead of generic puffery. The description is ad copy, not a summary.