10 practical tips on how to write title and meta description

Even a very visually appealing website will not rank high in Google if it lacks suitable content. The saying that it is the inside that counts also applies to SEO. Therefore, care should be taken not only with the content, but also with the less obvious elements. Title and meta description are parts of the website's code that you have certainly heard of if you are interested in optimisation. How they affect the effects of SEO? How do you create them? You will find lots of practical tips in this article!

What is the difference between a title and a meta description?

Let us perhaps start by outlining the differences between the title tags. The first relates to content. While title is the title of the site, description is its description. The difference in the length of these elements also stems from this fact. The title is shorter - to be fully displayed in search results on a desktop, it can be a maximum of 600 pixels, while the meta description, on the other hand, should not exceed 920 pixels.

What else is the difference between title and meta description? The latter is no longer officially a ranking factor, i.e. an element that affects a page's position in organic search results. So why bother with it at all? You will find the answer to this question later in this article.

What is a title? How important is it for SEO?

On-site optimisation activities, i.e. those within the site, usually start with the title tag. Why? Because it is the most important place on the website and has a direct impact on the search engine position. Title is the title of the website. It is a mandatory tag in language documents. htmlwithout it the website ... will not be considered a website! 

Wondering where the title is located? From a web user's point of view, you can see it in three places:

1. in Google search results - title is located right under URL
2. in the browser window tab - Most often, however, it does not fit there in its entirety. Simply hover the cursor over it, however, and the full title will appear in a balloon
3. in the section of pages added to favourites by the Internet user

And where is the title tag "on the technical side"? In the section of the website. Please note that the title and the user-visible page title (the one in the H1) are not the same thing! These elements are labelled differently and have different functions. You can easily edit both the meta description and title using the plugin Yoast SEO - no knowledge of the site code required!

How do you write a catchy title? 5 tips

Title is a ranking factorThis is one that affects the page's position in the SERPs. For this reason, you should take care to optimise it on the sub-pages of your website. How do you do this? Here are five tips to keep in mind:

1. Include key phrases in the titlefor which the subpage is optimised 

Ideally, they should be popular with web users and low in competition. However, do not force keywords into the title, as it will become unreadable. Your choice of keywords will help you Google Keyword Planner, Senuto or Ahrefs.

2. stay within 50-70 characters with spaces

Title will display in full in desktop search results when it has a max. 600 pixels (i.e. around 50-70 zzs). This is not much, so you need to think carefully about what should be included. When the title is too long, the user won't see all of its content. A useful tool when creating it is Google SERP Simulator, a screenshot of which you can see below.

3. try to include a call to action (CTA) in the title

A well-structured title should include, in addition to the keywords call to action. It will encourage the search result viewer to go to your website. It is also useful to pique their interest, for example by posing a question, using comparisons or providing numbers.

4. add the name of the brand, company

This will make the title unique and set you apart from your competitors.

5. align the title as much as possible with the content of the page

Based on this tag, robots can understand and evaluate the page and its content. Perhaps it goes without saying, but the title must thematically correspond to what is on a given subpage! It serves not only robots but also users to identify the content within the document.

Meta description - irrelevant from an SEO point of view?

You already know what the title is and what to consider when writing it. Now it's time to look at the tag that usually goes with it, the meta description. The meta description is a piece of code on a page that provides the user and robots with the most important information about the content of a particular subpage. Like the title, the description is in the section. And where do web users see it? On the search results page - under the URL and title. The meta description has the same function as a blurb, i.e. a blurb on the cover of a book. 

Although the meta description tag has no longer been a ranking factor since 2007, it still has an indirect impact on the effects of positioning. This is because an attractive description contributes to an increase in the number of clicks on the result presenting the page. It thus improves CTR (Click Through Rate)click-through rate, which is a ranking factor. This is why you should definitely take care to optimise the meta description. 

Good practice when writing the meta description - 5 tips

Although the meta description tag has no longer been a ranking factor since 2007, it still has an indirect impact on the effects of positioning. This is because an attractive description contributes to an increase in the number of clicks on the result presenting the page. It thus improves CTR (Click Through Rate)click-through rate, which is a ranking factor. This is why you should definitely take care to optimise the meta description. 

1. expand on the information contained in the title

Add content that will interest the user, but first consider what stage of the purchase path they are at. In 2-3 sentences, let him know what he finds on the website. If you do not create your own descriptions, they will be 'taken' from the first line of text. By writing a unique meta description, you not only have control over how the page looks in search results, but also when the link to it is shared on social media. 

2. remember the length limit of the meta description

As with the title, overly extensive descriptions will be 'truncated' by the search engine. Therefore, the content you create should not exceed 920 px (for computers) and 680 px (for mobile devices). When creating your description, also reach for the Google SERP Simulator tool.

3. structure your meta descriptions in such a way that the web user knows what he or she will gain from visiting your pages

You must assure him of the real benefit or solution you have to his possible problem. Use a call to action and use active language. We say a definite "no" to the passive side!

4. do not mislead Internet users

Excessive clickbait or misrepresentation of the content of your website will cause visitors to lose confidence in you and turn to your competitors.

5. Do not 'stuff' key phrases in the meta description

As with the title, it is good for the description to include keywords. However, moderation should be remembered. Above all, the content must attract and interest the user.

Title and meta description - basics of on-site optimisation

Both the title and meta description are elements whose improvement (or introduction) should be one of the first steps in optimising your pages. Their creation does not require a lot of work or advanced knowledge. At the same time, the attractive titles and descriptions will make you observe the increase website traffic and it will climb ever higher in Google. Get to work! Not feeling up to the task? Then remember that you can turn to SEOSKA. We take a comprehensive approach to optimisation and can also take care of your website.