How to write title tags and meta descriptions

What titles and descriptions do

Write a unique, descriptive title that leads with the page's subject, and a meta description that tells searchers what they will find. The title element is usually what search engines show as the clickable title link in results. The meta description is a short summary that may be used as the snippet beneath it.

Neither is guaranteed to appear as written. Google builds title links from several sources, including the title element, the main visible heading, other headings and anchor text. It generates snippets mostly from page content, using the meta description when that describes the page better for the query. Rewrites are more likely when a title is vague, stuffed with keywords, repeated across pages or out of date.

Writing a good title

• Make every title unique to its page.
• Lead with the subject of the page, then the detail that sets it apart, then the brand if you want it.
• Describe the page accurately. A title that promises something the page does not deliver is more likely to be rewritten.
• Avoid boilerplate such as Home or Untitled, and long phrases repeated on every page.
• Avoid keyword stuffing and lists of variations.
• Keep the separator and brand short, so the descriptive part gets the space.

<title>Emergency roof repair in Denver | Peak Roofing</title>

Writing a meta description

Google has said the meta description is not a ranking factor, but it can influence whether someone clicks. Treat it as a short pitch for the page: what it covers, who it is for, and a concrete detail such as a price, a service area or opening hours.

<meta name="description" content="24/7 emergency roof repair across Denver. Licensed roofers, a free inspection and a written quote before any work starts.">

• Write a unique description for each important page. Identical descriptions across a site do not help searchers tell pages apart.
• On large sites, generate descriptions from each page's own data rather than repeating one template sentence.
• Keep it faithful to the page. Google uses the description when it summarizes the page accurately.

How long should they be?

There is no official character limit. Google truncates titles and snippets to fit the width of the results page, so length is really about display width, which varies by device and by the characters you use.

As a working guide, titles of roughly 50 to 60 characters show in full most of the time, and descriptions are often cut off around 150 to 160 characters. Put the most important words first, so that if anything is cut, it is the least important part.

Pair the title with one clear h1

Give each page one clear main heading, an h1, that names its subject and agrees with the title. Google has said multiple h1 elements are not a problem for its systems, but a single clear heading helps visitors, screen reader users and other software understand the page. Because Google can draw title links from the main visible heading, a heading that matches your title also gives it less reason to substitute something else.