The optimal meta description length is 150–160 characters, which translates to about 25–30 words depending on word length and punctuation. Google typically truncates descriptions beyond this range in search snippets, replacing the end with an ellipsis and losing your call-to-action or key selling point. Google measures by pixel width, not strict character count, so narrow characters like "i" and "l" allow slightly longer descriptions than wide ones like "w" and "m". But 160 characters is the safe ceiling that works across devices. Mobile results sometimes show slightly less, around 120–130 characters, which is why front-loading your most compelling information matters. Some SEOs write up to 300 characters hoping Google will show more in certain contexts, but this rarely happens and wastes effort. Google also rewrites meta descriptions about 63% of the time anyway, pulling text from your page that better matches the searcher's query. This doesn't mean you should skip writing them—your meta description still appears for branded searches and direct-match queries, and it's your chance to control the first impression. At Ottawa SEO, we write meta descriptions as concise ad copy: action verb, primary benefit, and a reason to click, all within 155 characters to stay safe. For a local roofing client, that might be "Get free roof inspection in Ottawa. 25+ years experience, 5-year warranty on all repairs. Call today for same-day service." It answers what, where, and why in under 160 characters. Avoid keyword stuffing here. Meta descriptions don't directly impact rankings, but they heavily influence click-through rate, which does send quality signals. Write for humans first. If your description is compelling and accurate, you'll pull more clicks than competitors even if you rank third instead of first. Test different angles every quarter and watch Search Console CTR data to see what resonates with your actual audience.