Short answer: aim for about 120 to 160 characters per product. Google sets no fixed limit, but it shortens snippets to fit the screen, and Shopify recommends 160 characters. Say what the product is and the one or two details a shopper cares about, end with a full stop, and write a different one for every product.
What Google and Shopify actually say
- Google: there is no limit on how long a meta description can be. The snippet is truncated as needed, typically to fit the device width. Google also says it builds snippets primarily from the page content, and may use your meta description when it describes the page better.
- Shopify: its Help Center recommends 160 characters for the meta description. Text beyond the limit is shortened in search results.
So the meta description is not a guarantee, it is your best offer to Google. A clear, specific one is much more likely to be shown than a list of keywords. Google points out that keyword lists don’t give people a clear idea of the page and are less likely to be displayed.
Where to edit it in Shopify
Open Products, choose a product, scroll to Search engine listing and click the edit icon. If you never edit it, Shopify fills the listing from your product title and the start of your description. That can mean a meta description that stops mid-sentence, or one that starts with shipping or size-chart text.
How to write a good one for a product
- Start with the product, in plain words. What it is and what it’s made of.
- Add one or two deciding details. Size, fit, compatibility, care, who it’s for. Google’s own advice for product pages is to bring the key details that are scattered across the page into the description.
- Keep it to one or two sentences, about 120 to 160 characters, and end with a full stop so it reads as finished when it is shown in full.
- Make every product different. Google asks for unique descriptions per page. A template with only the product name swapped in looks the same to shoppers and to Google.
- Be careful with what changes often. If you mention a price or a sale, it has to stay correct when it changes.
Examples
| Product | Weak | Better |
|---|---|---|
| Linen pillow cover | Pillow, pillow cover, linen, home decor, cushion, sofa pillow | Washed linen pillow cover with a hidden side zip. Soft, slightly textured and fits a 45cm insert; machine wash at 30. |
| Running socks | Buy the best running socks online at great prices! | Cushioned merino running socks with a seamless toe and arch support. Breathable on long runs; sold in packs of three. |
| Ceramic mug | Mug | Hand-glazed stoneware mug that holds 350ml. Dishwasher and microwave safe, with a wide handle that’s easy to hold. |
Check yours in a few seconds
Paste your SEO title and meta description into our free Shopify title & meta description checker. It counts characters against these ranges, tells you if the description is too short, too long or missing its full stop, and shows a preview of your Google result. It runs in your browser; nothing is sent anywhere.
Writing one for every product
Doing this by hand works for ten products, not for a whole catalog. Google itself says programmatic descriptions can be appropriate for large sites, as long as they are accurate and unique. That is what ProductReady does: it writes a meta description for each product from your own product details, together with the SEO title, the product title and description, Google Shopping copy and an AI summary. You preview every change, apply in one click and can undo from version history.
Sources
- Google Search Central, Control your snippets in search results
- Shopify Help Center, Adding keywords to your page titles and meta descriptions