What are title tags and meta descriptions?
The title tag is the page's name in the HTML. Google usually shows it as the clickable blue headline in search results, and browsers show it in the tab. The meta description is a short summary that Google often, but not always, shows underneath.
The title tag is one of the clearest signals of what a page is about. The meta description doesn't affect rankings directly, but a good one can earn more clicks.
How long should a title tag be?
Google cuts titles off by pixel width, at roughly 600 pixels on desktop. In practice that's about 50 to 60 characters. There's no penalty for longer titles, but the end gets cut off and long titles are more likely to be rewritten.
How to write a good title tag
- Put the main topic or keyword near the start.
- Make it unique. Every page needs its own title.
- Match what the searcher wants, such as a price, a guide, a location or a comparison.
- Put your brand at the end, after a separator, if there's room.
- Write for people. Don't stuff it with keyword variations.
- Keep it consistent with the page's main heading (H1).
- Weak: Home | Welcome to Our Website
- Stuffed: Plumber Leeds, Leeds Plumber, Plumbing Leeds, Cheap Plumber
- Good: Emergency Plumber in Leeds, 24/7 Call-Outs | Acme Plumbing
Why does Google change my title?
Google builds the headline it shows (it calls it a 'title link') mainly from your title tag, but it can also use your H1, other headings, link text pointing to the page and more. Studies have estimated that Google changes the title for anywhere from a third to over three quarters of results, depending on how they were measured. Google has also tested AI-written titles in search results.
Rewrites are more likely when a title is too long, stuffed with keywords, the same boilerplate on every page, or doesn't match what the page is about. Concise, accurate titles that match the H1 get rewritten least.
How long should a meta description be?
Aim for about 140 to 160 characters. Google truncates longer descriptions, and shows less on mobile, so put the most important words first.
Google rewrites meta descriptions even more often than titles. One large study found it showed its own snippet in most cases, pulling text from the page that better matches the search. Writing a good description still pays off: it's used for many searches, and social networks and AI tools read it too.
How to write a meta description that gets clicks
- Summarise what the page offers in one or two sentences.
- Answer the searcher's likely question, or promise the answer.
- Include the main keyword naturally. Google often bolds words that match the search.
- Give a reason to click: a price, a guarantee, a free tool, a time saving.
- Make it unique for every page.
Check your titles and descriptions
Pagelyt flags missing titles, missing descriptions and missing social sharing tags on every scan. See how to fix a missing title, a missing meta description and missing Open Graph tags, or run a free audit.
Frequently asked questions
What is the ideal title tag length?
About 50 to 60 characters, or under roughly 600 pixels wide. Longer titles aren't penalised, but they get cut off in search results and are more likely to be rewritten.
What is the ideal meta description length?
About 140 to 160 characters. Put the most important information first, because mobile results show less.
Do meta descriptions affect SEO rankings?
Not directly. Google doesn't use the meta description as a ranking factor, but a compelling one can increase clicks from search results.
Why is Google not showing my meta description?
Google shows its own snippet when it thinks text from your page better matches the search. This is common and isn't an error. Make sure your description accurately summarises the page.
Should the title tag and H1 be the same?
They don't have to be identical, but they should describe the same topic. Consistency makes it less likely that Google rewrites your title.