How to Write Title Tags and Meta Descriptions

Your title tag and meta description are often the first things a searcher sees about your page. They appear in search results, and they influence whether people click. They are quick to fix and worth getting right on every important page.

What they are

The title tag is the page title shown in browser tabs and as the clickable headline in search results. The meta description is a short summary that may appear beneath it. Google sometimes rewrites either, depending on the query, but a good original is your best starting point.

Writing title tags

• Put the main topic first. Say what the page is about in plain words.
• Keep it reasonable in length. Titles are truncated by display width, not a fixed count, but around 50 to 60 characters usually displays fully.
• Make it unique. Every page needs its own title. Duplicates confuse searchers and search engines.
• Include your brand where useful. Adding your business name at the end is common practice.
• Write for humans. A title that reads well earns more clicks than a list of keywords.

A weak title: "Home." A stronger one: "Wedding Photographer in Bristol | Jane Smith Photography."

Writing meta descriptions

• Summarize the page honestly. Say what the visitor will find.
• Aim for roughly 120 to 160 characters. Longer descriptions may be cut off.
• Include a reason to click. A benefit or invitation works well, such as "See prices and book a free consultation."
• Use the main keyword naturally. Search engines may bold matching words in results.
• Avoid duplicates. If you cannot write a unique one, it is better to leave it for the search engine to generate.

Meta descriptions are not a direct ranking factor, but a compelling one can improve click-through.

Match the page

If the title promises something the page does not deliver, visitors bounce. Clickbait hurts trust and results.

Common mistakes

• Stuffing in keywords
• Using the same title across many pages
• Leaving default titles like "Untitled" or "Home"
• Writing descriptions in vague marketing speak

How to update them

Most website platforms have fields for both. Prioritize your homepage, main service pages, and top articles. Our introduction to SEO explains how these fit into the wider picture, and keyword research helps you choose what to include.

The bottom line

Write titles and descriptions that are accurate, specific, and appealing. Think of them as tiny advertisements for each page.