Published on · By the IT LABS PRO team
Your page may rank perfectly in Google, but if its title and description do not make people want to click, they will choose another result. The title tag and the meta description are two simple things to change, with a direct effect on traffic. Here is how to write them.
To check your tags as you read, test them with our free Google preview, which measures their width in pixels on desktop and mobile.
What the title tag does
The title tag is the page title in the HTML code. It does several jobs:
- it helps Google understand what the page is about;
- it is usually used as the clickable title in search results;
- it appears in the browser tab and when the page is shared on some networks.
Google may, however, show a different title from your title tag if it thinks other text on the page describes the content better (titles that are too long, vague or repeated across several pages are often rewritten).
What the meta description does
The meta description is a short summary of the page. It is not a direct ranking factor, but Google often uses it for the snippet shown under the title, especially when it describes the content well. A good description works like a small ad: it convinces the searcher that your page answers their question. Google can also generate its own snippet from the page content if it finds that more relevant to the search.
What lengths should you aim for?
Google does not set an official character count: titles and descriptions are cut off according to the width available on screen, measured in pixels. An “m” takes more room than an “i”. In practice, these guidelines avoid most truncation:
- title: about 50 to 60 characters;
- description: about 140 to 155 characters, so that it shows in full in most cases.
These are guidelines, not rules: a perfectly clear 62-character title beats an unintelligible 55-character one. Check how yours display with our preview tool, which measures the width in pixels.
How to write a good title
- Start with the main subject: the phrase your customer types into Google.
- Add something that sets you apart: a price, a year, a benefit, a location.
- End with your brand if there is room.
- One unique title per page: two pages with the same title compete with each other.
- Write for humans: not a list of keywords separated by commas.
How to write a good description
- Restate the page’s promise: what the reader will find or get.
- Add proof: a figure, experience, a review, a concrete detail.
- End with an invitation: “Free quote”, “See the prices”, “Complete guide”.
- One unique description per page, in natural sentences.
Before and after examples
A service page
Before: “Home – Company – Services – Website design – Marrakesh – Casablanca – Morocco – Web”
After: “Website Design in Morocco: Showcase and E-commerce Sites | Agency Name”
A blog article
Before: “Article 12”
After: “Website Cost in Morocco in 2026: Real Prices”
A description
Before: “Welcome to our website. We are a specialised company.”
After: “How much does a website cost in Morocco in 2026? Price ranges by type of website, yearly costs and tips to compare quotes.”
Common mistakes
- Identical titles on several pages (often just the company name).
- Keyword stuffing, which discourages clicks and can lead Google to rewrite the title.
- Missing descriptions: Google then picks a random excerpt from the page.
- Promises the page does not keep: a catchy title that does not match the content makes visitors leave at once.
- Sloppy spelling and capitalisation: a careless title looks careless.
What about titles for social media?
When a page is shared on social media or in messaging apps, the Open Graph tags (og:title, og:description, og:image) decide the preview. They can reuse your title and description, but above all plan a suitable sharing image (usually 1200 × 630 pixels) so that your links look attractive. Our Open Graph generator writes these tags for you.
Measuring the effect of your changes
In Google Search Console, the performance report shows, for each page and each query, the number of impressions, clicks and the click-through rate. A page with many impressions but few clicks is an excellent candidate for a new title and description. After the change, compare the click-through rate over several weeks.
Titles for your service pages
For a service business, the title of each service page should match a precise search: one page per service, one title per page. Avoid having a blog post and a service page target exactly the same phrase: they would compete in Google. Give each page a distinct intent, for example “services” for the commercial page and “price”, “guide” or “how to” for blog posts.
Frequently asked questions
Does the meta description improve rankings?
Not directly. But a convincing description raises the click-through rate, and therefore the traffic the same position brings.
Why does Google show a different title from mine?
Google may rewrite titles it considers too long, too vague, duplicated or stuffed with keywords. A clear, unique title that matches the content is usually kept.
Should I put the city name in the title?
Only if the page really targets that city. For a national offer, target the country and keep local details for dedicated pages.
In short
A good title puts the main subject first, stays readable in the results and makes people want to click; a good description restates the page’s promise, brings proof and invites action. Unique for every page, with no keyword stuffing. To go further, discover our SEO services, or run your pages through our free SEO analyzer.
Sources
- Google Search Central, “Influencing your title links in search results”: developers.google.com
- Google Search Central, “Control your snippets in search results”: developers.google.com
- The Open Graph protocol: ogp.me