Title and description meta tags are crucial in website optimization process. They are the factors responsible for the short content displayed in search results. Having them neglected triggers negative results for both, positions and organical click through rate.

In this article you’ll find out how to properly write HTML meta tags and which activities avoid.

How to write a title?

Title is a key factor of Google’s cognitive process of website content and its relevance to users query. Let’s have a look at the most fundamental features of title tag:

1. Being unique within entire website

It’s essential to have individual title tags for every subpage. It enables Googlebots and users to differentiate each subpage and its content. Online stores should have their titles of product pages diversified along with exposing their exclusive feature.

2. Accuracy and succinctness

Title should express website content but unlike, it cannot be too long and detailed. Title length shouldn’t be more tha 60 characters long. Longer title will be cut after 60th character at search results page. Do not overuse keywords or fixed phrases which are greater than its main part containing certain keywords e.g. ”Leggings - sportswear, accessories, sport nutrition” - all listed keywords have no value at all. It is appropriate to insert brand name or website address.

3. Catchiness

Please note that title construction always translates if the user will visit your site or not. The title should be at the same time grammatically correct, esthetic and attractive. All above mentioned tips are only to increase the chance of having the established titles visited by users. If Google finds any flaws within proposed titles the search results page will display a title scheme defined as more relevant and fitting.

How to write a proper description?

Analogical features presented above should be used in order to fill in website description meta tag.

1. Being unique within entire website

Both title and description should be different for each subpage of a website. If it comes to a small webpage, there is no problem with that. An extended website or online store requires much more engagement because of writing series of diversified titles and descriptions. It gets much easier when your administrative panel has the variables option and one can provide then selected variables.

2. Accuracy and succinctness

It is recommended to use 160 characters. If the number is exceeded the description appearing in search results page will be cut right after 160th character. Description should contain succinct information about the subpage content.

3. Catchiness

There is no simple rule for the most attractive content. It doesn’t have to be a sentance but also it cannot be a list of keywords. The main role is to convince users to visit our site. A good solution is to use call to action or emphasize all benefits and shortly present the content of a subpage. In order to present essence of these meta tags let’s have a look on two websites presented in Google search results.

It is clear enough which site hasn’t made use of title and description tags potential.

By referring to the first post of our series, it is to keep in mind that ’HTML improvements’ bookmark in Google Search Console will list all website title and description issues found by the Googlebot. This may significantly simplify one’s work on the items mentioned herein.

Some may ask why not mentioning keywords meta tag. Well, meta keywords aren’t anyhow supported by any Googles algorithms. This is why we shouldn’t waste our time on filling it thereby, give away all our essential keywords.