How to write meta titles and descriptions

Meta titles should be 50-60 characters to avoid truncation in search results on desktop, though mobile displays cut off around 40 characters depending on the device. Write them as if you're writing the actual headline someone would see, not a hidden tag. Lead with your target keyword or the most compelling part of your offer, then add specificity about what's on the page. For example, "Custom Web Design Services | Award-Winning Agency in Austin" works better than "Web Design | Home" because it tells both Google and users exactly what they'll find. Don't keyword stuff—write for humans first. When you have room, include a benefit or trust signal (like a location, certification, or number) after your main keyword phrase. Test your titles in Google's SERP simulator or search your URL directly to see exactly how they render before publishing.

Meta descriptions should be 155-160 characters to display fully on most devices. Unlike titles, these don't directly impact rankings, but they heavily influence click-through rate, which is your real objective. Write them as a sales pitch—explain the unique value or answer the question someone typed into Google. If the page offers a free consultation, mention it. If you're comparing two solutions, say so. "Learn how to choose the right CMS for your business" beats "This page contains information about different CMS options." Make the first 120 characters count since that's what appears on mobile before it cuts off. Include your target keyword naturally if it fits, but don't force it. Google sometimes replaces your meta description with text from the page if it's more relevant to the search query, so write one that accurately summarizes what's on the page.

The biggest mistake agencies make is writing meta tags for search engines rather than for the click-through rate they generate. You could rank perfectly but get low CTR with weak titles and descriptions. Similarly, avoid being clever or cute—be direct about what value someone gets by clicking. Test different approaches on high-volume pages you already rank for, monitor which ones drive more traffic in GSC, and apply those patterns to other pages. Your meta tags are a conversion point that directly affects how much traffic your clients actually receive from their rankings.