Title tags and meta descriptions: a practical guide
The title tag is a ranking and relevance signal and the headline of your search result. The meta description is not a ranking factor, but it often decides whether people click. Both should be unique on every page.
Title tag rules of thumb
- Make it unique per page and describe that page's main topic.
- Put the most important words first.
- Aim for roughly 50 to 60 characters. Google truncates by pixel width (about 600 pixels on desktop), not characters.
- Add your brand at the end, separated by a pipe or dash, if space allows.
- Write for people. Do not repeat keywords.
Example: Free Website SEO Checker: 16 Checks in 15 Seconds | EZWebRank
Meta description rules of thumb
- Summarize the page and give a reason to click.
- Aim for about 120 to 160 characters. Longer ones get cut off.
- Include the main topic naturally. Matching words are bolded in results.
- Do not duplicate descriptions across pages.
Google often rewrites descriptions to match the query, using text from your page. A good, accurate description still gets used when it fits.
Common mistakes
- Missing or duplicate titles across many pages.
- Every title starting with the brand name.
- Keyword stuffing.
- Titles that promise something the page does not deliver.
- Leaving default titles such as "Home" or "Untitled".
Preview yours
Use the meta tag analyzer to see your title and description as a search result and measure approximate pixel width on desktop and mobile.
Frequently asked questions
Why did Google change my title?
Google may rewrite titles that are too long, stuffed with keywords or do not match the page. Clear, accurate titles are rewritten less often.
Do meta keywords matter?
No. Google has ignored the meta keywords tag for years.
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