> How to write title tags and meta descriptions that earn the click: what each does, how long to make them, what Google rewrites and the mistakes to avoid. - Canonical: https://hadalmedusa.com/guides/how-to-write-title-tags-and-meta-descriptions/ --- # How to write title tags and meta descriptions The title tag and the meta description are the two lines a searcher reads before deciding whether to visit. The title also tells Google what the page is about. Both are short, both are written once for each page, and on many sites both are left to chance. Updated 6 October 2026 ## What the title tag does The title tag is the page’s name. It appears as the headline of the result in search, in the browser tab, and as the default text when the page is shared. Google also reads it as a strong statement of what the page is about. ## How to write a title A good title names the page’s subject in the words a searcher would use, and does it early. - Put the subject first and the brand last. - Write one title for one page. No two pages should share one. - Be specific: “Boiler repair in Leeds” says more than “Services”. - Keep it between 50 and 60 characters, so that it is shown whole. ## What the meta description does The meta description is a summary of the page, written for the searcher. Google often shows it under the title, and sometimes replaces it with a passage from the page that fits the search better. ## How to write a description A description earns its place by answering one question: why this page? Say what the page contains and what the reader will be able to do with it, in about 150 characters. Write a different one for every page, and leave out anything the page does not deliver. ## What Google rewrites, and why Google changes titles and descriptions it judges unhelpful. Titles are rewritten most often when they are very long, repeat the same phrase, or are identical across a site. Descriptions are replaced when a passage from the page matches the search more closely. Neither is a penalty. Both are a sign that the original could say more. ## The common mistakes Five mistakes account for most weak titles. - The same title on every page, usually the company name. - A list of keywords in place of a sentence. - A title too long to be shown whole. - No description, which leaves Google to choose a passage. - A home page titled “Home”. ## How to check yours Search Google for `site:` followed by your domain, and read the results as a stranger would. Each one should say what the page is and why to visit. Then open Search Console’s Performance report and look for pages with many impressions and few clicks. Those pages are being seen and passed over, and the title and description are the first things to rewrite. Our guide to [what a technical SEO audit covers](https://hadalmedusa.com/guides/what-a-technical-seo-audit-covers/) places this check among the others. ## Questions people ask ### How long should a title tag be? Aim for 50 to 60 characters. Google cuts titles by width, not by a count of characters, and a title in that range usually fits on one line on a phone and on a desktop. ### Is the meta description a ranking factor? No. Google does not use the meta description to rank a page. It matters because it is often shown under the title, where it helps a searcher choose your result. ### Why is Google showing a different title from the one I wrote? Google rewrites a title when it judges that the one on the page describes it poorly: too long, stuffed with keywords, or the same on every page. A clear, specific title is rewritten far less often. ## Free competitor gap report Titles are quick to compare and quick to fix. Name up to three competitors and we set your titles and descriptions beside theirs, one page type at a time, then send you where theirs make the stronger case. 1. Speed and technical health, side by side 2. On-page SEO and site structure 3. The content they are found for and you are not 4. Who holds the searches that matter in your market 5. A prioritised list of what to fix first [Request your free report by email](mailto:contact@hadalmedusa.com?subject=Competitor%20gap%20report%3A%20Guide%3A%20How%20to%20write%20title%20tags%20and%20meta%20descriptions&body=Website%3A%0D%0A%0D%0AWhere%20you%20compete%20(area%2C%20country%20or%20countries)%3A%0D%0A%0D%0ACompetitors%20to%20compare%20against%20(up%20to%20three)%3A%0D%0A%0D%0AAnything%20else%20we%20should%20know%3A%0D%0A%0D%0A) - **Address** — contact@hadalmedusa.com - **Include** — your site; up to three competitors; where you compete ## More guides - [Why a competitor outranks you, and how to check](https://hadalmedusa.com/guides/why-a-competitor-outranks-you/) - [What a technical SEO audit covers](https://hadalmedusa.com/guides/what-a-technical-seo-audit-covers/) - [A local SEO checklist for UK businesses](https://hadalmedusa.com/guides/local-seo-checklist-uk/) - [All guides](https://hadalmedusa.com/guides/) - [On-site SEO: what the service includes](https://hadalmedusa.com/services/seo/)