Your title tag and meta description are the headline and pitch that decide whether someone clicks your result.
They are the first thing a searcher sees. The title also helps Google understand your page; the description sells the click.
Writing the title tag
- Lead with the keyword, naturally.
- Keep it concise. Around 60 characters is a preview guideline, not a Google limit; display depends on available width.
- Be specific and compelling, not generic.
Writing the meta description
- Around 150 characters, with the keyword included.
- Lead with the benefit and add a reason to click.
- Make each one unique across your pages.
One pitfall: Google may rewrite either one. Write accurate versions, but Google can select other page text depending on the query.
Frequently asked questions
How long should a title tag be?
Keep it concise, specific, and accurate. Around 60 characters can be a useful preview guideline, but Google does not impose that fixed limit and may display different title text.
Do meta descriptions affect rankings?
Meta descriptions are summaries for readers, not a direct ranking factor. A useful description can help someone decide to click; it does not guarantee higher CTR or rankings.
Why did Google change my title or description?
Google sometimes rewrites them to better match the query. Google chooses titles and snippets according to the page and query. Keep your versions descriptive and consistent with the visible content.
Further reading: Google snippet guidance.