How to Write Meta Titles and Descriptions That Get Clicks
How to write page titles and meta descriptions for Google: length, keywords, benefits, uniqueness, local terms, examples for service and blog pages, and how to test what works.
On this page
- Titles: lead with the topic, keep to about 50–60 characters and make each unique.
- Descriptions: summarise the benefit in about 140–160 characters with a gentle CTA.
- Rewrite pages with high impressions but low clicks, using Search Console.
Your title and meta description are often the first thing people see in Google results. Good ones earn clicks even when you're not the top result; bad ones get skipped.
Title tags
- Lead with the main topic: the service, product or question
- Keep it concise: roughly 50–60 characters, so it isn't cut off
- Add a differentiator or location where relevant
- Include your brand at the end if space allows
- Make every title unique across your site
Meta descriptions
- About 140–160 characters
- Summarise the page and the benefit of clicking
- Include a gentle call to action ("Get a free quote", "See the checklist")
- Match search intent, reflecting what the searcher wants
Google sometimes rewrites descriptions using page text, but a good description still improves your chances.
Examples
| Page | Weak title | Better title |
|---|---|---|
| Service | Services | ABC Company | AC Repair in Pune: Same-Day Service | ABC Cooling |
| Blog | Blog Post 12 | How Much Does a Website Cost in India? (2026 Guide) |
| Product | Product | Cold-Pressed Groundnut Oil 1L | Brand Name |
Common mistakes
- The same title on many pages
- Keyword stuffing ("website design, website designer, website design company…")
- Titles that don't match the page content
- Missing descriptions on key pages
- Clickbait that disappoints visitors
Improve with data
In Search Console, find pages with many impressions but low click-through rates, then rewrite their titles and descriptions. Check again after a few weeks; see Search Console reports explained.
Part of the on-page SEO checklist.
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