SEO Title and Description
SEO title and description are the page title tag and meta description that summarize a webpage for search results and help users decide whether to click.
Start here
- Write a unique title and description for every page.
- Keep titles under 60 characters and descriptions under 160.
- Put your primary keyword near the front of the title.
- Don't stuff keywords — write for humans first.
- Use descriptions to sell the click, not just summarize.
I used to think meta descriptions were a ranking factor. They're not — but they're still worth your time.
What I'd do first
- Write a unique title for every page. No copy-paste.
- Put your primary keyword near the start of the title.
- Keep titles under 60 characters so they don't get cut off.
- Write a meta description that summarizes the page and includes a call to action.
- Keep descriptions under 160 characters for the same reason.
Plain-English take
Think of the SEO title and description as your page's handshake with a searcher. The title is the headline they see first — it should tell them exactly what the page is about. The description is the short pitch underneath that convinces them to click. Google might rewrite your description if it's bad, so make it good.
When it actually matters
- Every time you publish a new page. Don't leave the default "Untitled" or a generic slug.
- When you're trying to improve organic CTR. A compelling description can lift clicks even if your ranking stays the same.
- When you have multiple pages targeting similar topics. Unique titles and descriptions prevent keyword cannibalization.
- When you're auditing old content. Many sites have duplicate or missing meta data — fixing it is low-hanging fruit.
What I got wrong
- I used to stuff keywords into titles and descriptions. It looked spammy and Google sometimes rewrote them.
- I wrote the same meta description for every blog post. That's lazy and confuses searchers.
- I ignored character limits. My titles got truncated, and users saw half a sentence.
- I thought meta descriptions were a ranking factor. They're not, but they still matter for clicks.
Next step
Sources
Primary documentation is linked directly. Anything commercial is marked nofollow.
- Google Search Central: How to write meta descriptions — Official guidance on meta descriptions, snippets, and snippet controls.
- Moz: Meta Descriptions — Widely cited SEO reference explaining what meta descriptions are and how they appear in SERPs.
- Google Search Central: SEO Starter Guide — Official baseline guidance for optimizing page titles and descriptions in broader on-page SEO.
Notes from Callum Bennett.