Page titles and meta descriptions are two of the most fundamental on-page SEO elements, yet many websites still get them wrong. These elements appear in search results and directly influence whether someone clicks through to your site.
Getting them right can significantly improve your click-through rates and organic traffic—without changing anything else about your page.
What Are Page Titles?
The page title (also called the title tag) is the clickable headline that appears in search engine results. It's also what shows up in browser tabs and when pages are shared on social media.
A good page title should:
- Accurately describe the page content
- Include your primary keyword naturally
- Be compelling enough to earn clicks
- Stay within 50-60 characters to avoid truncation
Page Title Best Practices
Be specific and descriptive:
- Bad: "Services | Company Name"
- Good: "SEO Consulting Services in Austin | Garrett Digital"
Put important keywords first:
- Bad: "Garrett Digital | Austin SEO Consulting"
- Good: "Austin SEO Consulting | Garrett Digital"
Make each title unique:
Every page on your site should have a distinct title that reflects its specific content.
Include your brand name:
Add your brand at the end, separated by a pipe (|) or dash (-).
What Are Meta Descriptions?
The meta description is the snippet of text that appears below the page title in search results. While Google doesn't use it as a direct ranking factor, it significantly impacts click-through rates.
A good meta description should:
- Summarize the page content in 150-160 characters
- Include relevant keywords naturally
- Contain a clear value proposition or call-to-action
- Be unique for each page
Meta Description Best Practices
Address user intent:
Think about what the searcher wants to know or accomplish, and speak directly to that need.
Include a call-to-action:
Phrases like "Learn how," "Discover," or "Get started" can improve click-through rates.
Avoid duplicate descriptions:
Each page needs its own unique description. If you can't write one, it's better to leave it blank and let Google generate one.
Use active voice:
Active voice is more compelling and easier to read than passive voice.
Common Mistakes to Avoid
Keyword stuffing:
Don't cram keywords into titles and descriptions unnaturally. Write for humans first.
Being too vague:
Generic titles like "Home" or "Welcome" waste valuable SEO real estate.
Ignoring mobile:
With mobile-first indexing, ensure your titles and descriptions work well on smaller screens.
Forgetting to update:
When you update page content, review whether your title and description still accurately reflect it.
Tools for Checking Titles and Descriptions
Several tools can help you audit and optimize your page titles and meta descriptions:
- Google Search Console — See how your pages appear in search results
- Screaming Frog — Crawl your site to identify missing or duplicate titles
- Yoast SEO or Rank Math — WordPress plugins that help you optimize as you write
The Bottom Line
Page titles and meta descriptions are your first impression in search results. They're relatively easy to optimize and can have an immediate impact on your organic traffic.
Take time to review your most important pages and ensure each one has a compelling, keyword-optimized title and description.
Need help optimizing your on-page SEO? Contact Garrett Digital for a site audit or consultation.