How to Write Title Tags and Meta Descriptions

Title tags and meta descriptions are the snippets of text that appear for your pages in Google’s results. They’re small but mighty — they influence both your rankings and whether people click. Here’s how to write them well.

Getting these right is one of the simplest SEO wins there is.

Title tags: clear, unique, keyword-led

Each page needs a unique title tag that includes its main keyword near the start and your business name, kept to a length that won’t get cut off. It should clearly describe the page and entice a click.

A strong, relevant title is one of the most important on-page SEO elements.

Meta descriptions: sell the click

The meta description doesn’t directly affect rankings, but it’s your advert in the search results. A clear, benefit-led description that includes your keyword and a reason to click improves your click-through rate — which does help.

Think of it as ad copy for your search listing.

Get them right across your site

Every page should have its own carefully-written title and description — duplicates and blanks are a common, easily-fixed mistake. It’s a quick win that can lift both rankings and clicks.

We optimise titles and descriptions across your site as part of our SEO work.

What actually appears in search results

Google does not always show your meta description — it rewrites it roughly 60 percent of the time, substituting a passage from your page content that better matches the query. This is not a reason to skip meta descriptions; it is a reason to make sure your page content is well-written, since Google may use any part of it.

The title tag remains the single most controllable on-page SEO element and is displayed almost every time. Keep it under 60 characters to avoid truncation, front-load the primary keyword, and make it genuinely accurate — search engines now penalise clickbait titles that do not reflect the page content.