Your page title and meta description are often the first things a searcher reads about your business. They sit in the search results before anyone visits your site. A clear title and a useful summary can be the difference between a click and a scroll past.
Google does not always show exactly what you write. It builds title links and snippets from several sources and picks what it thinks suits each search. Knowing how that works helps you write text that Google is more likely to use.
Title elements and title links
Every web page can carry a title in its HTML, inside the title element. Google calls the clickable headline in search results a title link. The two are related but they are not always identical. Google generates title links automatically from the page content and from references to the page across the web.
The title element is only one source Google looks at. It also considers the main visual title on the page, heading elements such as the h1, the og:title meta tag and other large, prominent text. Anchor text on the page, text in links pointing to it and WebSite structured data can play a part too. You can read the full list in Google’s guidance on influencing your title links in search results.
How to write a strong page title
Start by giving every page its own title. Google’s advice is that every page on your site should have a title in its title element. A missing title gives Google nothing to work with. A title that holds only the site name is what Google calls half empty. In that case it may pull a fuller title from headings or other prominent text instead.
Be descriptive and concise. Vague labels such as “Home” on a home page tell searchers very little. A title such as “Bathroom Renovations in Perth | Your Business” says exactly what the page covers. Google also warns against being needlessly wordy.
Google sets no limit on the length of a title element. Title links are cut short as needed, typically to fit the width of the device. That is one more reason responsive web design and mobile thinking matter. Put the most important words near the start, because the very end may not appear on a small screen.
Avoid keyword stuffing and boilerplate
Repeating the same keyword several times does not help. Google says a few descriptive terms are fine, but a string of near identical words gives users nothing and can look spammy. One clear phrase that matches the page will do far more work. Write for the person reading the results, not for a counting machine.
Boilerplate is the other common trap. If every product page on a store carries the same title, the pages become hard to tell apart in search. Google suggests titles can be updated dynamically to reflect the actual content of each page. Even a short distinguishing detail, such as the product name or the suburb served, makes each result easier to pick.
Brand your titles briefly
Your business name belongs in your titles, but it should not crowd out the description. Google suggests using the home page for fuller branding. On other pages, place the site name at the start or end of the title. Separate it with a hyphen, a colon or a pipe.
The main heading on the page should line up with the title. Google recommends making the main title distinctive and the most prominent text on the page, such as a larger font or the first visible h1. When several headings carry the same weight, Google may simply use the first one. Clear headings never go out of fashion, even as web design trends come and go.
Common title problems Google works around
When Google spots a problem with a title, it may write a better title link from other text on the page. Its guidance names several common issues. Knowing them makes it easier to avoid having your title replaced. The main ones are listed below.
- Half empty titles that contain little more than the site name.
- Obsolete titles, such as a recurring page that still shows an old year in the title.
- Inaccurate titles that no longer match what the page says.
- Micro boilerplate, where pages in a section share one title and leave out the detail that sets each apart.
- Pages with no clear main title, where several headings look equally important.
- Titles in a different language or writing system from the page content.
Changes to titles are not instant. Google says it can take a few days to a few weeks for updates to show, because the page must be crawled and processed again. You can request a recrawl of the page. Google also states that it does not manually change title links for individual sites.
Writing meta descriptions that earn the click
The meta description is a short summary of the page placed in its HTML. Google creates snippets mainly from the page content itself. It sometimes uses the meta description when that gives a more accurate summary than text on the page. The snippet can also change from one search to the next, depending on what the person searched for.
Write a different description for each page. Google says identical or similar descriptions on every page of a site are not helpful. Use a broader description for the home page and other overview pages. Use a page level description everywhere else.
Fill the description with real information. Google suggests details such as the author, the date of publication, a price or other key facts that might not appear in the snippet otherwise. For a service business, that might mean the service, the area covered and what makes the offer worth a look. Long strings of keywords, Google notes, give searchers no clear idea of what the page is about.
As with titles, there is no limit on how long a meta description can be. Snippets are trimmed as needed, typically to the width of the device. Put the most useful detail first. Google’s guidance on controlling your snippets in search results explains the rules in more depth.
Small mistakes add up
A missing or messy title rarely makes headlines, yet it is a public mistake that every searcher can see. Even large brands slip up in plain view, as these digital marketing mistakes made by corporate giants show. The good news is that titles and descriptions are among the simplest parts of a site to fix. For a small website, reviewing every title and description is a manageable job.
If you are planning a new site, raise titles and descriptions early. Ask how each page will be titled and who will write the descriptions. These questions are worth adding to your list when you choose a web design company. A good developer will be happy to talk them through.
Frequently asked questions
Why does Google show a different title from the one I wrote?
Google builds title links from several sources, not just the title element. If your title is half empty, outdated or inaccurate, it may use a heading or other prominent text instead. A clear, accurate title that matches the main heading gives it less reason to change it.
How long should a meta description be?
Google sets no length limit for meta descriptions. Snippets are shortened as needed to fit the device screen. Keep the key details near the start so they appear even when the snippet is trimmed.
Do I need a different meta description on every page?
Google says identical or similar descriptions across a site are not helpful. Each page should have its own summary that matches its content. On large sites built from a database, Google says generating descriptions from page data is appropriate and even encouraged.
How quickly will Google show my new title?
It can take a few days to a few weeks. Google needs to crawl and process the page again before the change appears. You can request a recrawl to ask Google to look at the page again.