Working on your website’s title and meta-description is a crucial part of your homepage optimization process. In this article, we’re going to see what these two elements are and how to get the best out of them.

First of all, both the title and the meta description are a type of meta data, and as such are stored in the source code of your web page:

This means that they can be crawled by search engines but they are not visible on your website. As we saw in another article though, both of them are visible on search engines’ SERPs. In blue, you can see the title, and in black at the bottom you can see the meta description: 

Titles will also be displayed on your browser tabs:

So, now that you know what these meta data are, what is it that you need to take into account when working on them?

  • Length: the title of your website should be between 45 and 70 characters long, whereas your description should average anywhere between 140 and 170 characters. Please note that these indications are approximate, for the title, the actual length depends on the number of pixels and the meta description might be replaced by other more relevant content from your website. The actual length of the displayed information in the SERP may change, but if your tags are too long, you risk them being cut by the search engine.

  • Keywords: both the title and the meta description should include three keywords that describe your business generally. Try to choose keywords that describe different aspects of your industry so that you show up in as many searches as possible. For example, instead of choosing “furniture”, “bedroom furniture” and “furniture for your bedroom”, try to use “bedroom furniture”, “beds” and “dressers”. Also, make sure that you are specific with your search: it is true that someone might type “stuff for your bedroom” as a search term, but that looks bad nonetheless in your website’s title. 

  • Location: this is only necessary if you operate locally, but your city or state can help potential customers with finding your shop.

  • Readability: as this is the first piece of information that internet users will find about your website, it is mandatory that the title and the description are well written and invite potential visitors to actually click on your website. Try to write something snappy and original that really lures people into your website. It’s going to take some time and effort, but it’s worth it: you might have the best content and offer the best product ever, but if your title is clumsy and unappealing, nobody will ever be able to see it.

Remember that each page of your website needs its own meta data: each page with its own specific keywods. That way you’ll be able to show up for all of your keywords and draw attention to your website not only through its homepage, but also through its subpages.

Pro tip: there are multiple tools online that allow you to see a preview of the SERP page snippet, use them to see what your website will look like! They will also spare you the pain of having to count the characters yourself.

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