Meta Title & Meta Description FAQ: 7 Questions Beginners Ask (and Why They Matter)

Meta titles and descriptions are tiny bits of text with a big job: helping your pages show up and get clicked on in Google.

But what do they actually do? Are they still important today? And what should you write in them?

Here’s a jargon-free breakdown of the questions most local business owners ask, and the straight-up answers that’ll help your site do better in search.

1. What is a meta title and meta description?

Think of the meta title as the headline that shows up in search results, and the meta description as the short blurb underneath it.

They don’t show on the visible part of your web page, but search engines read them. Google uses them (sometimes) in your search listing, and users scan them to decide whether to click.

2. Do they actually affect rankings?

Meta title? Yes.

Google uses it as a ranking signal. It helps search engines understand what your page is about, and it’s one of the easiest SEO wins you can control.

Meta description? Not directly.

Google doesn’t use it as a ranking factor, but a well-written description can improve your click-through rate (CTR), which indirectly helps your performance.

3. What’s the best length for each?

Meta Title:

• Aim for around 50-60 characters (or 430-550 pixels)

• Keep it short, punchy, and keyword-focused

• Avoid all caps, and use Title Case (like a book title)

Meta Description:

• Aim for 150-160 characters

• Use sentence case (like a normal sentence)

• Make it read naturally, not stuffed with keywords

4. Should I use my keywords in both?

Yes, but keep it natural.

• Meta Title: Include your main keyword close to the start.

• Meta Description: Use the keyword once if it fits naturally. Google will often bold it in the search results, which can help your listing stand out.

Example:

Title: Plumber in Southampton | Emergency Repairs & Callouts
Description: Need a plumber in Southampton? Fast, reliable service with no hidden costs. Call now to book.

5. Do I need a different meta title and description for every page?

Yes.

Each page should have its own unique title and description. Copying the same metadata across all pages makes it harder for Google to tell them apart, and weakens their visibility in search.

6. What happens if I don’t write them?

Google will make them up for you.

Sometimes, that works out fine. Other times… not so much. You might end up with a cut-off sentence, random text from your footer, or something that just doesn’t sell the page.

Writing your own gives you control, and can genuinely increase clicks.

7. What makes a good meta description?

A good meta description:

• Matches the content on the page

• Includes a soft call to action (like “Get a quote today”)

• Sounds like a real sentence, not a keyword list

• Speaks to what the user is looking for

Basically, it’s your mini sales pitch in the search results. Make it count.

Bonus: How to Add Them

If your site is built on something like WordPress, Squarespace, or Wix, you can usually edit your metadata using built-in SEO settings or plugins like Yoast SEO or All in One SEO.

If you're not sure how, ask your web designer. Or drop me a message. This is what I do.

In Summary

Meta titles and descriptions might be small, but they’re a key part of showing up (and getting clicked) in Google.

They’re quick wins. They’re easy to forget. And they’re absolutely worth doing properly.

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What is a meta title?

A meta title is the page title that appears in search engine listings and browser tabs. It's a key on-page SEO element.

What is a meta description?

A meta description is the brief summary of a page that appears under the title in search engine results. It doesn’t directly impact rankings but helps increase clicks.

How long should meta titles and descriptions be?

Meta titles should be around 50–60 characters, and descriptions should be around 150–160 characters.

Do I need to write a unique meta description for each page?

Each page should have its own title and description to help search engines and users understand the difference between them.

Will Google show my meta description exactly as I wrote it?

Not always. Google may rewrite your description depending on the search query, but writing a strong one gives you a better chance of it being used.