Pixel width is the horizontal space a title or meta description takes up in a search result. SEO tools use it to estimate where Google will cut the text, because truncation follows the width of the display, which varies with the letters used.
What does Google say about length?
Google gives no limit for either element. For meta descriptions, the documentation says there is “no limit on how long a meta description can be, but the snippet is truncated in Google Search results as needed, typically to fit the device width.” The page on title links says the same for the <title> element. Google may also show different snippets for different queries, and it sometimes uses page text instead of the meta description.
Why pixels and not characters?
Letters differ in width. An “i” is narrow and a “W” is wide, so 150 characters can occupy different amounts of space. Screaming Frog states that snippet length is based on pixel limits and flags meta descriptions over 985 pixels. The tool calls this an approximation of Google’s behavior that may change. A character count such as RankGear’s is a different measure and does not equal visual width.
Example
Two meta descriptions both have 140 characters. The first uses many wide letters and capitals. A tool shows it at about 1,010 pixels, so the end may be cut. The second uses common narrow letters and measures about 850 pixels. Both numbers here are illustrative and not measurements.
Practical use
Put the essential message at the start so a cut at the end loses little. Treat tool limits as an estimate and check how your own pages look in search results.
Sources
- Control your snippets in search results – Google Search Centraldevelopers.google.com
- Influencing your title links in search results – Google Search Centraldevelopers.google.com
- Meta Description Over 985 Pixels – Screaming Frog SEO Spiderscreamingfrog.co.uk
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