How to Create Title Tags and Meta Descriptions Google Will Love

If you have experience in SEO, you know that meta titles (also called title tags) and meta descriptions are critical on-page SEO factors. You've likely spent considerable time perfecting your meta tags, attempting to find the ideal combination of words that will generate high-quality clicks.

They're important to get right—yet considerable confusion persists about what constitutes a strong pairing. This article provides tips for strengthening your title tags and descriptions to connect with your customers and maximize ROI from these essential snippets.

How does Google regard meta titles and descriptions?

Part of the confusion stems from the fact that Google may disregard your custom text. These HTML code snippets are ultimately recommendations for Google.

Google may opt to use text it considers more relevant to the user instead. For example, when searching "Petco toys," Google displayed a different description than Petco created. Google rewrote it to highlight specific toys and brands (KONG) it believed the user would find interesting.

Google typically generates search snippets from several sources:

• Your custom meta tags
• On-page copy
• The Open Directory Project (ODP), shared by multiple search engines

Whatever text Google displays aims to increase your click-through rates (CTR), thereby boosting overall page visibility.

Success story: Coderwall

Your meta tags remain valuable. SEO agency RankScience conducted an A/B test for Coderwall.com to raise click-through rates. The team added "(Example)" to title tags across approximately 10,000 pages, reserving 10,000 others as a control group.

After three weeks, Coderwall's CTR increased 14.8%—compounding to a 59% increase in organic traffic for optimized pages.

This simple modification succeeded because Coderwall's users want practical information they can immediately apply. By appending "Example," users instantly recognized the page's relevance.

Key takeaway: Whether writing title tags or meta descriptions, create copy tightly aligned with your core audience's search intent.

Checklist for a strong meta title

Is under 60 characters

The optimal range is approximately 50-60 characters. This provides sufficient information while ensuring your title displays fully on desktop and mobile devices. Longer titles risk truncation. When using snippet variables (like {title} | {sitename}), monitor character count and override as necessary.

Includes your primary keyword

Your title should convey your page's main focus to both Google and readers. Incorporate your primary keyword early in the title—without compromising readability. This immediately signals the page's subject matter.

Is tailored to a specific audience

Your title cannot please everyone. Tailor it to your target reader. Fewer clicks from genuinely interested users surpass numerous clicks from visitors who bounce quickly. Your title should clearly communicate your page's purpose and appeal to your core audience's values, ensuring content relevance.

Is unique to every page

Duplicate title tags confuse Google. Google explicitly states: "It's important to have distinct, descriptive titles for each page on your site." Readers should distinguish one page from another when viewing multiple links from your domain. Avoid overly similar titles varying by single words.

Checklist for a strong meta description

Is under 160 characters

Google truncates descriptions after 155-160 characters. The appropriate length depends on your message. Generally, descriptions should be concise and informative. You need not fill all 160 characters if you can convey your message persuasively in fewer.

Includes your primary keyword

Including your keyword and related terms validates your page's relevance. Google highlights search terms within descriptions. If users search "red dress," Google bolds all instances in your description, enhancing both user experience and ranking prospects.

Hooks in your reader

Your description must intrigue readers beyond accuracy and informativeness. Include benefits and values resonating with your core audience. For instance, words like "affordable" and "trendy" appeal to buyers, while connecting to personal values—such as impressing others or making sound purchasing decisions—in an engaging manner.

Uses unique copy

Duplicate descriptions create problems. When two pages share identical descriptions, Google and readers struggle determining which is more relevant. Implement programmatic approaches to generate unique descriptions at scale. However, original content provides maximum control over your page's online representation.

Matches what's on your webpage

Google may revise your meta description if it disagrees with how well it reflects actual page content. Like ad copy, ensure your page summary matches the actual landing page. This prevents bounce-offs and low-quality clicks.

Excludes double quotation marks

This small detail matters significantly. Google truncates descriptions at double quotation marks ("). Avoid non-alphanumeric characters in descriptions to prevent unintended truncation.

Should you ever leave meta descriptions empty?

While customization is typically beneficial, certain instances warrant leaving descriptions blank:

• Your pages aren't strategic and maintaining descriptions requires significant upkeep (applies to sites with thousands or millions of pages)
• A page targets three or more keywords simultaneously—Google may interpret relevance more effectively without custom descriptions
• Your content changes frequently; Google may generate more current descriptions in these cases

Note: Excluding meta descriptions means social media sites like Facebook may default to your page's opening text when shared. This could appear awkward depending on content structure.

Long live title tags and meta descriptions

Title tags and meta descriptions remain important despite Google's evolution. Your meta tags guide the search engine appropriately. Thoughtful titles and descriptions excite users and drive more traffic to your site.