Page titles & meta descriptions
How to write the two most important SEO fields on every page — the title that appears in search results and the description below it.
When your website appears in Google search results, two pieces of text are shown: the page title (the blue clickable link) and the meta description (the short paragraph below it). These are your first impression on a potential visitor.
This guide explains what they are, how to write good ones, and where to edit them.
Quick summary
Your page title is the most important SEO element on the page. Keep it under 60 characters, include your main keyword, and make it compelling. Your meta description doesn't directly affect rankings, but a well-written one increases clicks. Aim for 150–160 characters and describe what the visitor will find.
What is a page title?
The page title (technically called a "title tag") is the text that appears as the clickable blue heading in Google search results. It also appears in the browser tab when someone has your page open.
It's separate from the heading visible on the page itself — though they are often similar.
The page title is one of the strongest signals you send to Google about what your page is about. It carries significant weight in how Google decides to rank your page.
How to write a good page title
A strong page title follows these principles:
- Lead with your primary keyword. Google gives more weight to words that appear early in the title.
- Be specific and descriptive. Tell people exactly what they'll find.
- Include your business name at the end if it fits. Use a dash or pipe separator:
Keyword-rich description | Business Name. - Keep it under 60 characters. Titles longer than this get cut off with "..." in search results.
- Make every page title unique. Duplicate titles confuse Google and readers.
Examples
| Page | Weak title | Strong title |
|---|---|---|
| Homepage | "Welcome" | "Organic Skin Care Products — Delivered to Your Door |
| Service page | "Services" | "Brand Identity Design for Small Businesses |
| Blog post | "Tips for Healthy Skin" | "10 Dermatologist Tips for Dry Winter Skin" |
What is a meta description?
The meta description is the short paragraph of text shown under the page title in search results. It's your chance to tell searchers what they'll find on the page and why they should click.
Meta descriptions do not directly affect your ranking in Google. However, a compelling description increases your click-through rate — the percentage of people who see your result and click it. More clicks send a positive signal to Google.
How to write a good meta description
- Summarize what the page offers in plain, clear language.
- Include your primary keyword naturally — Google will bold it in results when it matches the search.
- Aim for 150–160 characters. Longer descriptions get cut off.
- Write an active sentence or two, not a list of keywords.
- Consider adding a call to action where it fits naturally: "Find out how," "Learn more," "See our full range."
Examples
| Page | Weak description | Strong description |
|---|---|---|
| Service page | "We offer design services." | "We create brand identities that help small businesses look established and attract better clients. See our portfolio." |
| Blog post | "Skin care tips." | "Dry winter skin? Follow these 10 tips from dermatologists to keep your skin healthy and hydrated through the cold months." |
Where to edit page titles and meta descriptions
If your site uses an SEO plugin (like Yoast SEO or Rank Math), you'll see a panel below the content editor on each page. Look for fields labeled "SEO title" and "Meta description." Fill these in for every page.
In the Webflow Designer, open the Pages panel, click the settings icon next to any page, and scroll to the SEO settings section. You'll see fields for the page title and meta description.
In Squarespace, go to the page settings (the gear icon next to each page), then open the SEO tab. You'll find the page title and description fields there.
Don't leave these blank
If you don't fill in a meta description, Google will pick a random snippet of text from your page. That text is often unclear or off-message. Always write a custom description.
Common questions
Related guides
- On-page SEO explained
- Keywords, explained
- Headings & content structure for SEO
- Writing SEO-friendly content
- SEO-friendly URLs
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