Writing page titles and descriptions that earn the click

Why they matter

The title and description are often the first thing a person reads about your page. A clear one helps the right visitors choose you, and helps search engines understand what the page is about.

A checklist for titles

Titles work best when they are specific and short enough to display in full.

• Put the main topic first and the brand name last.
• Aim for roughly 50 to 60 characters so it is not cut off.
• Give every page its own title.
• Write for people first. Avoid repeating the same keyword.

A checklist for descriptions

Descriptions do not directly change how a page is understood, but they influence whether people click.

• Summarize what the visitor will get from the page.
• Aim for roughly 150 to 160 characters.
• Make each one unique to its page.
• End with a reason to visit, not a list of keywords.