Write Meta Titles & Descriptions That Drive Clicks

Getting seen in search results is only half the battle - the next step is convincing someone to click. That’s where meta titles and meta descriptions come in. These short text snippets are small but mighty, helping your website stand out in Google search and influencing whether people click through to visit your page.

What Are Meta Titles and Meta Descriptions?

• Meta Titles are the clickable blue headlines that appear in search results. They should include your page’s main topic and a relevant keyword.

• Meta Descriptions are the short summaries that appear just below the title. They provide a quick preview of what your page is about.

Together, they form your first impression in search engines.

Why Meta Titles Matter

1. They’re Your Headline: Meta titles help people decide whether your content is relevant to them.

2. They Help SEO: Google uses them to understand the page content, so including keywords is important.

3. They Build Brand Trust: A consistent format across your site helps reinforce your credibility.

The Role of Meta Descriptions

While meta descriptions don’t directly affect your rankings, they do influence click-through rates which Google does notice.

Think of your description as your “sales pitch” in the search results. It should:

• Summarise the benefit or topic

• Include a keyword

• Encourage a click

Best Practices for Titles & Descriptions

Example for a local nutritionist:

Meta Title: Weight Loss Nutritionist in Bath | [Business Name]
Meta Description: Personalised nutrition plans and support in Bath. Book a consultation with a qualified weight loss specialist today.

Meta Writing Checklist

• Each page has a unique meta title and description

• Titles include a relevant keyword and your brand name

• Descriptions summarise benefits or page value

• Avoid duplication or vague text like “Home” or “Welcome”

• Add a simple call to action (e.g. “Book Now” or “Learn More”)

Tools to Help

• Yoast SEO (for WordPress sites)

• Google SERP Snippet Tool

• Shopify SEO apps like Plug In SEO or Smart SEO

Trade Tip: Be Consistent with Titles and Branding

Try to use a consistent structure when naming products or pages in your store. For example:

Meta Title Example: “Organic Frankincense Oil | Natural Wellness Co”

Consistency helps build trust with your visitors, and it makes your listings look more professional in search engine results.

The Full SEO Growth Series

^{If you’ve missed any previous articles in this series, here’s the complete set:}

1. ^{Simple SEO Techniques to Optimise Your Website}

2. ^{You’re reading it now!}

3. ^{Create High-Quality Content That Attracts & Converts}

4. ^{How to Use Social Media to Drive Website Traffic}
5. ^{Guest Blogging: Grow Your Reach and Build Authority}

6. ^{Improve Your Website User Experience to Keep Visitors Engaged}