Your maximum meta description length is 152 characters…

… but it’s a limit, not a target

A strong, sales focused, benefit led meta description works wonders for SEO. But do you need to use all 152 characters?

No. It’s best to use common sense rather than slavishly create 152 character meta descriptions every single time:

  • a short, sharp meta description can sometimes make your point more powerfully
  • make your meta descriptions readable and impactful
  • remember to include your top key word for each page
  • include your USP – check what your top competitor is saying and improve on it
  • keep it real and relevant, don’t over-promise or you’ll disappoint visitors
  • test meta descriptions to identify which performs best
  • every time you change a page’s meta description, check its performance (visitor numbers and bounce rate)