When your page shows up in Google, the title and description are all people see before deciding whether to click. Think of them as a small, free ad for every page on your site. Here’s how I write them.
Page titles
The page title (sometimes called the title tag) is the blue, clickable line in search results. It’s also one of the strongest clues you give Google about what the page covers.
A simple formula
Main topic or service + place (if local) | Business name
- “Furnace Repair in Stow, OH | Smith Heating”
- “How to Choose a Domain Name for Your Business | Web Design Nerd”
Tips
- Keep it around 50 to 60 characters so it isn’t cut off
- Put the most important words first
- Make every page’s title unique
- Write for people; avoid lists of keywords separated by commas
Meta descriptions
The meta description is the short summary under the title. It doesn’t directly change rankings, but a good one earns more clicks, which is the point.
A simple formula
What the page offers + who it’s for + a reason to click
- “Fast, friendly furnace repair for homes in Stow, Hudson, and Kent. Same-week appointments and upfront quotes. Call or book online.”
Tips
- Aim for about 140 to 160 characters
- Include the main search phrase naturally
- Be specific rather than salesy
- Match what’s actually on the page
Why Google sometimes rewrites them
Google may show different text if it thinks another part of your page better matches a particular search. That’s normal. Well-written titles and descriptions still get used most of the time.
How to set them in WordPress
SEO plugins like Yoast add title and description fields below each page and post. Fill them in for every important page, starting with your home page and service pages.
Check your work in Search Console
After a few weeks, look at the Performance report in Google Search Console. Pages with lots of impressions but few clicks are great candidates for a better title or description.
Questions I hear a lot
Should the page title match the main heading?
They should cover the same topic, but they don’t have to be identical.
Does every page need a meta description?
Every important page should have one. For less important pages, Google will generate one if you don’t.
If you want a second set of eyes
If you’d like me to rewrite titles and descriptions for your key pages, it’s one of the quickest SEO wins there is. Start with the free website check or read about SEO services.