The optimal meta description length is 150–160 characters. Google measures descriptions by pixel width (around 920 pixels on desktop, 680 on mobile), not character count, but 155–160 characters is the safe zone that avoids truncation on both devices. Anything beyond 160 characters risks getting cut off with an ellipsis, which weakens your call-to-action and can hurt click-through rates. Why this range works: Google pulls meta descriptions into snippets to help users decide whether to click. If your description gets truncated mid-sentence, you lose the persuasive close that drives the click. Mobile displays are tighter (roughly 120 characters show fully), but Google often shows more on desktop, so 150–160 splits the difference. Write your most compelling hook and value proposition in the first 120 characters if mobile traffic dominates your niche. Google doesn't use meta descriptions as a ranking factor, but CTR matters indirectly. A description that matches search intent and includes a clear benefit will outperform a generic one, even if both rank in the same position. We see 15–30% CTR swings on Ottawa SEO's portfolio when we rewrite vague descriptions with specific promises or numbers. Practical considerations: If Google thinks your meta description doesn't match the query, it will rewrite it by pulling text from your page. This happens on 60–70% of queries across the web. You can't prevent it entirely, but a well-targeted description that mirrors common search phrases reduces rewrites. Also, different CMS platforms count characters differently (some include spaces, some don't), so always preview in Screaming Frog or Google Search Console before publishing. At Ottawa SEO, we template descriptions to stay within 155 characters, frontload the value proposition, and include a subtle call-to-action or differentiator (e.g., "Ottawa-based," "free audit," "since 2014"). We avoid keyword stuffing but naturally include the primary phrase once if it fits the flow. The goal is clarity and click-worthiness, not cramming keywords.