- Element Code: ON-016
- Issue: Meta description exceeds ~160 characters and is truncated
- Impact: The end of your message (often the CTA) gets cut off
- Fix: Trim to ~120–155 characters, front-loading the hook
- Detection: Screaming Frog, SERP preview tools
What this issue means
Google typically displays up to ~155–160 characters of a meta description on desktop (less on mobile) before cutting to an ellipsis. Anything beyond that is invisible — so a long description often loses its call to action or key benefit.
Why it matters
Descriptions don't affect rankings, but they're your SERP ad copy. If the persuasive part is past the cutoff, you lose CTR. Overly long descriptions are also more likely to be ignored and replaced by a Google-chosen snippet.
How to fix it
- Front-load the hook — benefit and keyword in the first ~120 characters.
- Trim to ~120–155 characters.
- Cut redundancy, not substance.
- End with a soft CTA that fits inside the limit.
Common mistakes
- Writing for a character maximum rather than a clear message.
- Burying the keyword/CTA at the end where it gets truncated.
- Keyword-stuffing.
Tools
Screaming Frog, Sitebulb, and any SERP preview tool show the real truncation point.
Related: Title Tags & Meta Descriptions FAQ
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