Write the perfect website title and description

One of our very fist blog post had some tips you could use to make your site easier to find in the search engines. Our next 2 posts will be a follow up to that post to show you some very specific examples on how you can make your site easier to find. This post will focus on the title and description tags of your web pages.


Having a unique title tag on each page of your site could be the most important thing you do to help the search engines find and rank your site for your selected keywords. 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 image below shows an example of a title appearing in a Google results page.

The title on the image below is “Pricing – Online Voting Solution“, followed by the website URL (www.onlinevotingsolution.com/pricing) and the description paragraph.

choose title carefully

Elements of a well written title: The title should be an accurate and concise (between 50 – 60 characters) description of what the user will find on the specific page. Your title should start off with the main keyword for the page, then include a secondary keyword and the brand name if you have enough characters. For example, if you are a foot doctor in Seattle and you want to be found when someone does a Google search for “Seattle foot doctor” your title would be:

“Seattle foot doctor – secondary keyword | Company name”

Each page should have a different keyword to start the title and should be unique to that page. Your about us page should have a different title than your contact us page. Every page should have a unique title tag. The title tag appears in the search engine results page as noted above, but will also show in the browser tabs at the top of your screen and will be pulled in when you share your webpage on social media sites, like Facebook. Your title is the first interaction a potential customer will have with your site when they find it in the search engine results; it should convey emotion, page relevance and should peak their interest to make them want to click on your link.

Meta-tag description:
The meta-tag description is typically the next field following the title. The description is a short (roughly 155 characters) paragraph explaining what the user will find on this page. While the description doesn’t make much difference to the search engine’s ranking of the page, it does make a huge difference in helping a user decide whether or not to click on your link. Consider the description as a 155 character advertisement for your web page. It should contain the same keyword that you used in the title of this page as well as some supporting text describing why the user should click on this link. In the image above, the description is directly below the domain name. Your description should be unique for each page.

DIY Website Exercise: Want to try your hand at your own SEO? Step one would be to go through your site page by page and assign a keyword to each page. In our SEO Template spreadsheet (download it from our website here), record what keyword you want to have each page rank for. Then write an applicable title and description for that page. Record it all in the excel sheet. Our next post,we’ll do a video tutorial showing you how to add these titles and descriptions to your page.

About the Author Patrice w/ ProFusion

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