How to write meta titles and descriptions that earn clicks
Practical rules for writing page titles and meta descriptions: length guides, what to include, and common mistakes.
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Put this into practice
Why do meta titles and descriptions matter?
Your title and description are the first things a searcher sees. A clear, specific pair can win the click over a result that ranks higher. Google may rewrite them, but well-written ones are used more often than not.
How do you write a good title?
Aim for roughly 50 to 60 characters. Search engines cut titles by width, not by a fixed count, so treat this as a guide.
- Put the main topic or keyword near the start
- Say what the page offers, not just the brand name
- Make every title on your site unique
How do you write a good description?
Aim for roughly 120 to 160 characters. It does not directly affect ranking, but it affects whether people click.
- Summarise the benefit in plain words
- Include a reason to click, such as a free tool or a clear outcome
- Do not repeat the title word for word
What mistakes should you avoid?
- Leaving the default or a duplicate title on many pages
- Stuffing keywords into the title
- Promising something the page does not deliver
Frequently asked questions
Why did Google show a different title than mine?
Google sometimes rewrites titles to better match the search. Clear titles that match the page content are rewritten less often.
Do I also need Open Graph tags?
Yes, if you want your links to look good when shared on LinkedIn, X and messaging apps. They control the share title, description and image.