How to Write an Effective Title Tag and Meta Description for Better SEO

Meta Data is an essential part of every effective SEO strategy…

Title Tag

T

itle tags—technically called title elements—define the title of a document. Title tags are often used on search engine results pages (SERPs) to display preview snippets for a given page, and are important both for SEO and social sharing.

The title element of a web page is meant to be an accurate and concise description of a page’s content. This element is critical to both user experience and search engine optimization. It creates value in three specific areas: relevancy, browsing, and in the search engine results pages.

Optimal Format

Primary Keyword – Secondary Keyword | Brand Name

Optimal Length for Search Engines

Google typically displays the first 50-60 characters of a title tag, or as many characters as will fit into a 512-pixel display. If you keep your titles under 55 characters, you can expect at least 95% of your titles to display properly. Keep in mind that search engines may choose to display a different title than what you provide in your HTML. Titles in search results may be rewritten to match your brand, the user query, or other considerations.

Meta Description

M

eta descriptions are HTML attributes that provide concise explanations of the contents of web pages. Meta descriptions are commonly used on search engine result pages (SERPs) to display preview snippets for a given page.

Optimal Length for Search Engines

Roughly 155 Characters

What is a Meta Description?

Meta description tags, while not important to search engine rankings, are extremely important in gaining user click-through from SERPs. These short paragraphs are a webmaster’s opportunity to advertise content to searchers and to let them know exactly whether the given page contains the information they’re looking for.

The meta description should employ the keywords intelligently, but also create a compelling description that a searcher will want to click. Direct relevance to the page and uniqueness between each page’s meta description is key. The description should optimally be between 170 – 230 characters.

Focus Keyword

Y

ou should aim for a combination of words that are actually used by a search audience. Aim for a focus keyword that is relatively high on volume and aim for one that will fit your audience and your page content, web page name, title, image, and description.