How to Write Title Tags and Meta Descriptions That Earn Clicks
Before anyone visits your website, they often meet it in a list of search results. Two short pieces of text do most of the talking: the page title and the meta description. Getting them right is one of the simplest SEO improvements a business can make.
What these two pieces of text do
The title tag names the page. It appears in the browser tab, it is usually the clickable headline in search results, and search engines use it to help understand what the page is about.
The meta description is a short summary. It does not directly affect rankings, but it can influence whether someone chooses your result over the others on the page.
Search engines can and do rewrite both when they think something else better matches a search. You cannot fully control what appears, but a clear, accurate title and description give you the best chance of being shown as you intended.
Writing a title that works
Good titles have a few things in common:
- They lead with what the page is about. Put the main topic near the start, where it is least likely to be cut off.
- They are specific. “Emergency Plumbing in Calgary” says far more than “Services”.
- They are unique. Every page needs its own title, because identical titles make pages harder to tell apart.
- They fit the space. Search results cut off titles by pixel width rather than a fixed character count. Around 50 to 60 characters is a sensible guide.
- They end with your brand when there is room. It builds recognition without pushing the topic out of view.
Avoid stuffing the title with variations of the same keyword. It reads badly, and readers are the ones you need to persuade.
Writing a description worth reading
Think of the description as a small advertisement for the page. It should answer the question a searcher has in mind: is this page what I am looking for?
- Say what the page offers. Be concrete about the service, product or answer.
- Say who it is for, if that helps the right person recognize themselves.
- Give a reason to click, such as a free audit, a clear guide or a useful tool.
- Keep it close to 155 characters, so the important part is not lost when it is shortened.
The promise has to be true. If the page does not deliver what the description suggests, people will leave quickly, and you will have wasted their click.
A quick before and after
Before
Title: Home | Smith & Co
Description: Welcome to our website. We have been providing quality services to our valued customers.
After
Title: Commercial Roofing Repairs in Vancouver | Smith & Co
Description: Leaking commercial roof? Smith & Co repair flat and pitched roofs across Vancouver. Request a free inspection and a clear, written quote.
The second version tells the searcher what the company does, where it works and what to do next. The details here are only an example, so use claims that are true of your own business.
Check your own pages
Start with the pages that matter most to your business, usually your home page and main service pages. For each one, ask three questions:
- Would a stranger understand what this page offers from the title alone?
- Does the description give them a real reason to choose it?
- Could this title and description belong to any of your competitors?
If the answer to the last question is yes, there is room to be more specific. You can test your wording with the search preview on our SEO services page.
Need a hand with this? Explore our SEO services.
