When someone needs a business like yours, they head to Google and type in a search such as “accountant in Pretoria”. Within a second, they’re looking at a list of results. Which one they click often comes down to two short pieces of text: the page title and the meta description.
By the end of this article, you’ll know what meta titles and descriptions are, how long they should be, and how to write ones that encourage the right people to visit your website. They are a small but valuable part of any SEO strategy.
How Search Results Decide What to Show
Search engines return the results they believe are most relevant to the person searching. The order depends on the search engine’s algorithm as well as the searcher’s location. You’ll have seen this every time you’ve searched for something yourself.
Alongside each link, you’ll notice a headline and a short summary. That text is your first impression, and it can be the deciding factor in whether someone clicks through to your site or moves on to the next result.
What Are Meta Titles and Meta Descriptions?
The headline and summary shown in search results are controlled by two pieces of metadata that can be added to your website:
- Meta title: the clickable headline of your search result.
- Meta description: the short summary shown beneath it.
If SEO work has been done on your website, these two elements should be in place on every page. Each page needs its own unique title and description that accurately explains what the page is about and gives readers a reason to click.
Ideal Lengths for Titles and Descriptions
Search engines can only display a limited number of characters, so it helps to stay within these guidelines:
- Meta title: up to 60 characters, with 50 to 60 being the sweet spot.
- Meta description: between 50 and 160 characters. Using as much of that space as possible is worthwhile, as it’s the perfect place to capture a reader’s interest.
Learning From Your Competitors’ Search Results
A simple way to get ideas is to search for the same phrases your customers would use to find your products or services. Take note of the titles and descriptions your competitors are using. You may spot gaps, strong approaches, or opportunities to describe your own offering more clearly.
Why Clear Metadata Helps Customers Find You
Well-crafted, unique titles and descriptions make it easier for people to understand what each page offers before they even visit. That clarity helps the right customers find your business, and it gives your pages the best chance of standing out in a crowded set of results.
Let Click Results Review Your Search Appearance
Writing metadata that is clear, accurate and compelling for every page takes consistency, and it’s something our team handles for small and established businesses across South Africa.
Not sure if your meta descriptions are working hard enough? Get in touch with our SEO team and we’ll take a look at how your pages appear in search results.
