For a good meta description, you should aim to keep your meta descriptions between 150 and 160 characters. This is not a random limit; it is based on the average pixel width that search engines like Google will display before trimming your text with an ellipsis (...). While this length can fluctuate slightly based on the specific words and characters used, sticking to this range ensures your entire marketing message is seen properly.

Absolutely. Crafting a unique and purposeful meta description for every page on your website is a critical best practice. If you neglect to write one, Google's algorithm will automatically generate a snippet from your page's visible text. This auto-generated description is often a disjointed sentence fragment that may not accurately represent the page's core value or include your target keywords. By taking control, you ensure every result in the SERPs is a persuasive and accurate advertisement for your content, maximizing your potential click-through rate across your entire site.