In search results, your title and description are your shop window. A few minutes on each page can noticeably improve how often people click.
At a glance
- Give every page a unique title that accurately describes what it offers.
- Put the most important words near the start of the title, and include your business name where it fits.
- Write meta descriptions as a short, accurate summary that tells searchers why to click.
- Search engines may rewrite titles and descriptions if they don’t match the page well.
- Use Search Console to find pages with many impressions but few clicks, then improve their titles.
When your page appears in search results, people usually see three things: the title link, the web address and a short description, often called a snippet. Those few lines decide whether someone clicks your result or the next one.
Title tags
The title tag is the page title in your site’s code, often shown as the clickable headline in search results. Google’s guidance for developers notes that giving each page a unique title and meta description helps people understand how the page relates to their search.
Good titles:
- Are unique to each page. Avoid “Home” or “Services” on every page.
- Describe the page accurately, using the words searchers use.
- Lead with what matters, since long titles may be cut off.
- Include your brand where it fits, often at the end.
| Weak title | Stronger title |
|---|---|
| Services | Residential Snow Removal in Winnipeg, Seasonal and Per-Visit Plans |
| Home | Maple Street Bakery, Custom Cakes and Fresh Bread in Moncton |
| Blog post 12 | How to Choose a Wedding Cake Size: A Guest-by-Guest Guide |
Meta descriptions
The meta description is a short summary of the page. Search engines may show it below the title, though they sometimes choose other text from the page.
Good descriptions:
- Summarize the page in a sentence or two.
- Give a reason to click, such as prices, a free quote or a clear answer.
- Stay accurate. Overpromising leads to quick exits.
- Are unique to each page.
Try this
Read your title and description aloud as if you were the customer. If you wouldn’t click on it, rewrite it.
Why search engines sometimes rewrite them
Search engines may create their own title link or snippet if yours doesn’t seem to describe the page well, or if other text better matches a particular search. Titles that clearly match the page’s main heading and content are less likely to be changed.
Improve titles using data
In Google Search Console’s Performance report, sort pages by impressions and look for those with low click-through rates. These pages appear in results but don’t attract clicks, so rewriting their titles and descriptions is a quick win. Our guide to measuring results explains these numbers, and our keyword research guide helps you choose the right words.
Questions readers ask
How long should a title be?
There’s no fixed character limit, but long titles may be cut off in results. Keep the key information near the start, and aim for a concise, descriptive title.
Do meta descriptions affect rankings?
Their main job is to help people decide whether to click. A clear description can improve clicks even if it doesn’t change where you rank.
Why does Google show a different title than mine?
Google may generate its own title link or snippet if it thinks a different text better describes the page for a particular search. Clear, accurate titles that match the page’s main heading make that less likely.
Should I include my city in titles?
If you serve a local area and the page is about a local service, including the city can help searchers see you’re relevant to them.
This guide is general information, not legal advice. Platform rules and CASL guidance change, so check Google’s documentation and the CRTC’s guidance before you rely on it.