This translation has not been editorially reviewed yet. The German version is authoritative. Deutsche Fassung
SEO
How long should the meta description be?
A meta description works best when it's between 70 and 160 characters long. In this range, Google usually shows the text in full under your result. Longer descriptions get cut off and end with an ellipsis; very short ones look careless and leave the space half empty. Our check measures the length of every description automatically.
The visible area ends after about 160 characters
The description text under a Google result has limited space. Text up to about 160 characters usually fits in full; anything beyond that, Google cuts off and replaces with an ellipsis. Anyone who puts the key statement at the end loses it that way. So write like a classified ad: the main statement first, then the addition. "For many years, we've been supporting our customers with advice and assistance on all matters relating to bathroom renovation" becomes, better: "Bathroom renovation in Wels — planning, remodelling, and repair from one source. Free initial consultation."
Under 70 characters, the space stays half empty
A description like "Welcome to our website" fills only a fraction of the available space, and says nothing about the offering. The searcher compares your result directly against its neighbours in the list — if others show an informative two-liner and yours shows half a sentence, your entry looks neglected. From about 70 characters, you can fit in your offering, location, and a reason to click. Use the space for answers to the searcher's question: what do I get here, where, and why this provider.
How we check the description length
The SEO audit area counts the characters of every meta description set, and compares it against the target range of 70 to 160 characters. If the length deviates, the audit report states the measured character count — so you know exactly whether to shorten or extend it. The deviation counts as a minor shortcoming: a description that's too long is still better than none at all. Whether a description is present at all is checked by the separate "meta description present" check point; you see both results separately per page.
- Count the characters of your most important descriptions with your word processor's character count.
- Shorten text over 160 characters, and put the main statement at the beginning.
- Extend one-liners under 70 characters with your offering, location, and a reason to click.
- Compare your Google result with your competitors' results, and check whose text says more.
- Write in complete sentences instead of keyword lists — the text is read by people.
