A page title should identify the page's main subject clearly. A meta description should summarize its usefulness to a potential visitor. Treat both as concise descriptions of real content, not as places to squeeze in every keyword associated with the business.
Make each title specific
Start with the topic customers need to recognize. A service page might identify the service and a relevant location; an article might name the question it answers. Add the business name when it helps identify the source without burying the topic.
For example, a hypothetical page titled Kitchen Renovation Estimates: What to Prepare is more informative than Welcome to Our Amazing Services. The first tells a visitor what task the page supports.
Write the description after the page
It is easier to summarize a page once its purpose is clear. Mention the actual information provided and, where appropriate, the next step. Do not advertise prices, response times or benefits that the page does not substantiate.
Avoid using the same description everywhere. A contact page, a service explanation and a buying guide serve different purposes and should be described differently.
Keep important words near the beginning
Search displays vary by device and query, so do not rely on a rigid character count as a guarantee that every word will appear. Prioritize clarity and remove filler. A short, accurate description is preferable to a longer one padded with synonyms.
Search engines may generate displayed titles and snippets from other page content. Your supplied wording is an input, not a promise of the exact search appearance. See Google's guidance on title links and snippets.
Review the collection together
Put your titles in a list. If several could describe the same page, clarify the pages' separate purposes. This simple review can expose duplication before you invest in more content. Good metadata works best when the underlying page already has a distinct, useful job.
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