Stop Counting Characters

For years, SEO professionals have religiously counted characters when crafting title tags and meta descriptions. The magic numbers? 60 for titles and 160 for descriptions. But the truth is, Google doesn’t count characters; it measures pixels. This shift in understanding has significant implications for how we optimize these crucial on-page elements.

The Pixel Problem: Why Characters Aren’t Enough

Imagine the letters “i” and “W.” The “W” is significantly wider, taking up more horizontal space. If you were to cram 60 “W”s into a title tag, it would almost certainly be truncated in search results. Conversely, you could likely fit more than 60 “i”s. This is why focusing solely on character count is misleading. Google’s algorithm allocates a specific pixel width for titles and descriptions, and anything exceeding that width gets cut off with an ellipsis (…).

What This Means for Your SEO Strategy

This pixel-based system means we need to adjust our approach:

• Prioritize Key Information: Since truncation is a possibility, place the most important keywords and information at the beginning of your titles and descriptions. This ensures that even if the snippet is cut off, the most relevant information is still visible.
• Embrace Concise Language: While you shouldn’t obsess over strict character limits, brevity is still key. Use concise language to convey your message effectively within the available pixel space.
• Focus on Value and Relevance: More important than length is the quality of your titles and descriptions. They should accurately reflect the content of the page and entice users to click. A well-crafted, shorter description is far more effective than a longer, rambling one.
• Use Preview Tools: Thankfully, we’re not left to guess. Several tools can help you preview how your titles and meta descriptions will appear in search results. These tools use pixel width to give you a much more accurate representation.

Tools of the Trade:

Here are some popular tools that offer snippet previews:

• SEOPressor Connect: This plugin offers a comprehensive title and meta description analysis tool, including a snippet preview.
• Yoast SEO (WordPress plugin): A widely used plugin that provides a snippet preview directly within the WordPress editor.
• SERP Simulator Tools: Numerous free online tools allow you to paste your title and description and see how it will look in Google’s search results. Search for “SERP simulator” to find a variety of options.

Best Practices for Titles and Meta Descriptions:

While pixel width is the ultimate measure, here are some helpful guidelines to keep in mind:

Titles:

• Aim for under 60 characters (roughly 55-60 is safer).
• Start with your primary keyword.
• Accurately reflect the page content.
• Be compelling and encourage clicks.

Meta Descriptions:

• Aim for under 160 characters (consider shorter for mobile).
• Expand on the title and provide more context.
• Include a clear call to action (if appropriate).
• Be unique for each page.

The Bottom Line:

Stop obsessing over character counts. Shift your focus to creating compelling, concise, and relevant titles and meta descriptions that accurately represent your content and entice users to click. By using preview tools and prioritizing key information, you can ensure your snippets look their best in the pixel-perfect world of Google search. This will not only improve your click-through rates but also contribute to a better overall user experience.