Hed: main headline on story; title case

No real character limit but keep closer to 65 if you don’t write a separate HP/Social/SEO hed (see below).

Dek: sentence case

No real character limit but keep closer to 155 since it runs long in some spots on the homepage and truncates on Social/SEO.

HP hed: (populates the cards around Wired.com; title case): Max 65 characters.

HP dek: (populates Wired.com; sentence case): No real character limit but keep closer to 155.

Social hed (this populates Facebook and Twitter cards, the Tweet button share text, email button share text; title case): 100 characters

Social description (this populates the dev on FB and Twitter cards; sentence case): 90 characters

SEO hed (populates the Google result and the page title; title case): 60 characters (any characters after that are truncated with an ellipsis)

SEO dek (appears in Google; sentence case): 150 characters (any characters after that are truncated with an ellipsis)