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Meta description checker

Write a description that fits, and says why to click.

Free, no signup, and it runs entirely in your browser.

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In results
  • · Around 990 pixels survives on desktop, which is roughly 155 characters.
  • · Google replaces your description with a passage from the page whenever it thinks that answers the query better — which is often. Write it anyway: it is what shows when it is used, and it is the ad copy for your result.
  • · Include the primary keyword. Matched terms are bolded in results, which draws the eye.
  • · Say what the page gives them. A description that only describes the topic wastes the space.

About this tool

A meta description is not a ranking factor and never has been. It is the ad copy under your result, and Google replaces it with a passage from your page whenever it thinks that answers the query better — which is most of the time. Writing one is still worth it, because when yours is used it is the only sentence deciding whether someone clicks.

  • Around 990 pixels survives on desktop, roughly 155 characters. Mobile shows less, so front-load the meaning.
  • Include the primary keyword. Matched terms are bolded in results, and bold text draws the eye down the page.
  • Say what the reader gets, not what the page is about. "Free UTM builder, no signup" beats "a page about UTM parameters".
  • Write a distinct one per page. Duplicated descriptions across a site are reported in Search Console and guarantee Google writes its own.

Questions

How long should a meta description be?
About 155 characters, or 990 pixels. Longer is not penalised, it is simply cut off, so anything after that is wasted rather than harmful.
Does the meta description affect ranking?
No. It affects click-through rate, which determines how much traffic a given ranking is worth.
Why does Google ignore my description?
It substitutes a passage from the page when that better matches the query. That is normal and happens on most results; a well-written description is still what shows when yours is chosen.

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