How Long Should Your Meta Description Be? (2018 Edition)

Ecompromo | December 18, 2017 | SEO Resources

Posted by Dr-Pete

Summary: The end of November saw a spike in the average length of SERP snippets. Across 10K keywords (90K results), we found a definite increase but many oddities, such as video snippets. Our data suggests that many snippets are exceeding 300 characters, and going into 2018 we recommend a new meta description limit of 300 characters.

Back in spring of 2015, we reported that Google search snippets seemed to be breaking the 155-character limit, but our data suggested that these cases were fairly rare. At the end of November, RankRanger’s tools reported a sizable jump in the average search snippet length (to around 230 characters). Anecdotally, we’re seeing many long snippets in the wild, such as this 386-character one on a search for “non compete agreement”:

Search Engine Land was able to get confirmation from Google of a change to how they handle search snippets, although we don’t have specifics or official numbers. Is it time to revisit our guidelines on meta descriptions limits heading into 2018? We dug into our daily 10,000-keyword tracking data to find out…

The trouble with averages

In our 10K tracking data for December 15th, which consisted of 89,909 page-one …read more



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