Guide · Updated October 2026

What Are Meta Titles and Descriptions and How Do I Write Them?

Meta titles and descriptions explained: why they matter for Google clicks, length guidelines and examples for small business pages.

What Are Meta Titles and Descriptions and How Do I Write Them?

Short answer: the meta title is the clickable headline in Google results, and the meta description is the short summary below it. Good ones include your main keyword and location and give people a reason to click.

Writing meta titles

  • Keep them around 50 to 60 characters.
  • Put the main keyword near the start.
  • Add location for local services.
  • Include your brand at the end.

Example: Emergency Plumber in Leeds | 24/7 Callouts | YourBrand

Writing meta descriptions

  • Aim for roughly 140 to 160 characters.
  • Summarise the page and benefit.
  • Add a call to action.

Example: Fast, fixed-price plumbing across Leeds. Same-day repairs, boilers and drains. Call or WhatsApp for a free quote.

Every page optimised for clicks.

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Common mistakes

  1. Same title on every page.
  2. Keyword stuffing.
  3. Missing descriptions.

The bottom line

Unique, clear titles and descriptions help Google understand your pages and help searchers choose you.

Frequently asked questions

Do meta descriptions affect rankings?

Not directly, but they influence click-through rates.

Does Google always use my description?

Not always; it may rewrite it based on the search.

Should every page have a unique title?

Yes.

Where do I edit them?

In your website platform's SEO settings.

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