SEO
How to Write a Page Title and Meta Description
Your page title and meta description are what people read in Google before they click. Here is how to write them clearly, what Google says about them and the mistakes to avoid.
On this page
Before anyone visits your website, they see a short headline and a couple of lines of text in Google. Those come largely from your page title and meta description, and they are often what decides whether someone clicks.
This guide explains how to write a page title and meta description, what Google actually says about them and what to avoid. If you are new to the subject, start with what SEO is.
What are they?
- The page title is the text in the page’s `<title>` element. Google can show it as the blue headline for your page in search results, called the title link.
- The meta description is a short summary you write in the page’s code. Google may use it as the grey text under the headline, called the snippet.
Every page needs its own. Our guide on how to rank higher on Google covers where they fit in the bigger picture.
How to write a good page title
Google’s guidance on title links is clear and short:
- Make every title unique and descriptive. Each page should have distinct text that describes what is on it. Avoid vague labels such as “Home”.
- Keep it concise. Google says there is no limit on how long a title can be, but it shortens what it shows to fit the screen. Put the important words first.
- Add your business name once. Google suggests putting the site name at the start or end, separated by a hyphen, colon or pipe.
- Do not repeat words to rank. A few descriptive terms are fine. Repeating the same phrase does not help people and can look spammy.
A simple pattern that works: what the page is, then where or who it is for, then your business name. For example: “Boiler Servicing in Burnley | Example Heating”.
How to write a good meta description
Google says it does not always use your meta description. It uses it when it thinks it describes the page better than text taken from the page itself. Even so, a good one gives it a better option and gives people a reason to click.
- Summarise what is on that page, accurately, in a sentence or two.
- Write it for a person. Mention what they will get, such as a price guide, a free quote or opening hours.
- Make each one different. Google advises against repeating the same description across pages.
- Skip keyword lists. Google says they do not tell people what a page is about and are less likely to be shown.
Google gives no length limit, and results are cut off to fit the screen. Keep it short enough that the useful part comes first.
Mistakes to avoid
- The same title on every page. Pages become hard to tell apart.
- Stuffing in keywords. It reads badly and does not help.
- Promising what the page does not deliver. People leave and Google may rewrite your title.
- Leaving the default. Many website builders fill in a placeholder such as “Home” or “Untitled”. Check yours.
- Writing it once and forgetting. Update them when the page changes.
Google might rewrite them
Google says it builds title links automatically from several sources, including the visible main heading, and may use different text if your title is empty, out of date or inaccurate. Snippets can also change for different searches. You cannot control exactly what is shown, but clear, accurate wording gives Google little reason to change it.
How to check yours
Search for your business name, then for what you do, and read the results as a stranger would. Does each page make sense, and would you click? In Google Search Console you can see which searches show your pages and how often people click. Our guide to Search Console explains how.
Want them written properly?
Titles and descriptions are part of the on-page work in our SEO service. Try our free website check and we will tell you which of your pages need attention first.
Details checked against Google Search Central’s pages on title links and snippets on 14 October 2026. Google updates its guidance, so check those pages if something looks different.
Frequently asked questions
How long should a page title be?
Google says there is no limit, but shows only as much as fits the screen. Put the most important words first and keep the whole thing short.
Does the meta description help me rank?
Google’s snippet guidance describes it as a summary that can make people want to click. It does not describe it as a ranking tool, so write it for readers.
Should I use my main keyword in the title?
Use the words people would naturally search for, once, where they fit. Repeating them does not help.
Why is Google showing a different title from mine?
Google says it may use other text, such as the main heading, if the title is missing, out of date or does not match the page. Make the title and the main heading agree.
Do I need a different one for every page?
Yes. Google advises unique titles and descriptions, and prioritising your most important pages if time is short.
