Does meta description length matter?

Confirmed Based on 26,789 data points
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What the Data Shows

Descriptions of 80-120 characters get the best CTR. The spread is ~33% — length clearly matters for click-through rates.

Bottom line: Write meta descriptions at 80–120 characters to get the best CTR.

How to Read This Chart

The x-axis shows meta description length buckets in characters. Each bar shows the average CTR for pages in that bucket. Look for the tallest bar, which is the best-performing range. The key pattern is a clear peak at 80–120 characters and lower CTR on both sides.

Background

Many SEOs treat meta descriptions as optional because Google can rewrite them. Others assume length is only about pixel truncation. Our data says length still changes clicks. Across 26K+ unique pages, 80–120 characters drove the highest CTR. The spread was ~33% between best and worst buckets.

What to Do Next

  1. 1

    Export pages with low CTR and top impressions high

    Start with GSC pages where a CTR lift moves the most traffic.

  2. 2

    Rewrite meta descriptions to 80–120 characters high

    Use one benefit + one qualifier, and keep the main query early.

  3. 3

    Run a 14-day before/after CTR check by page group medium

    Compare CTR at similar average position to avoid false wins.

  4. 4

    Set a CMS rule for character count and duplication low

    Block saves outside the range and flag near-duplicates.

Best Practices

  1. 1

    Keep descriptions at 80–120 characters

    This range won the CTR test across our sample. Outside it, CTR drops as snippets look less scannable.

  2. 2

    Front-load the main query and outcome in the first 60 characters

    Users decide fast. If the value shows late, you lose clicks even when the page ranks.

  3. 3

    Match the SERP intent in one sentence

    Use the same verb the searcher wants (buy, compare, download, learn). If intent mismatches, CTR falls even with perfect length.

  4. 4

    Use a clear qualifier or proof point (1 number or 1 constraint)

    Add one specific like “2026,” “10 steps,” or “under $50.” Vague copy blends in and gets skipped.

Common Mistakes to Avoid

  • Writing 150–160 characters by habit

    Old rules ignore how users scan today, and CTR can be lower than the 80–120 range.

  • Letting templates ship the same description sitewide

    Duplicate or near-duplicate snippets look generic and pull fewer clicks.

  • Stuffing keywords to “force relevance”

    It reads spammy, and users skip it even when Google shows it.

What Works

  • + Higher CTR from faster scanning and clearer value per character.
  • + More consistent messaging across queries when Google keeps your snippet.
  • + Better differentiation in crowded SERPs with one strong qualifier.

What Doesn’t

  • - Long descriptions can bury the hook and lose clicks.
  • - Very short descriptions often look thin and fail to sell the click.
  • - Keyword-heavy copy can look spammy and reduce trust.

Expert Tip

Don’t only test length. Test “length + structure.” Keep 80–120 characters, but swap the first 8–12 words. The first phrase often drives most of the CTR delta, even when the total length stays the same.

Frequently Asked Questions

What is the best meta description length for CTR?
80–120 characters performed best in our dataset. It beat shorter and longer buckets by a wide margin.
Does meta description length affect rankings?
No direct ranking signal is proven. The impact is on CTR, which changes traffic at the same rank.
Should I still write meta descriptions if Google rewrites them?
Yes. When Google uses yours, the CTR lift is real, and you control the message.
Is 155–160 characters still the rule?
No. Our CTR data shows the best range is shorter, at 80–120 characters.
What if I need more space to explain the offer?
Cut to one benefit and one proof point. Put details on the landing page, not the snippet.
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Methodology

All data comes from real websites tracked by SEOJuice. We use the latest snapshot per page so each page counts once, regardless of site size. We filter for pages with at least 10 Google Search Console impressions and valid ranking positions (1-100).

Data is refreshed weekly. Correlation does not imply causation — these insights show associations, not guaranteed outcomes.

Related Myths

Does readability affect rankings?

Confirmed

We compared readability scores against relative impressions across 17K+ unique pages.

See the data

Does longer content rank better?

Confirmed

We analyzed word counts across 35K+ unique pages and compared relative impressions.

See the data

Does meta description consistency improve CTR?

It Depends

We measured how description-to-content consistency correlates with click-through rates.

See the data

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