Title and meta description: how to write them so people click your result

🏷️ What they are

The title is the page headline shown in search results and on the browser tab. The meta description is the short text beneath it. Google may rewrite them, but well-written ones are usually shown as you wrote them.

📏 Rules that actually apply

• Title: up to about 60 characters, main keyword near the start, company name at the end.
• Description: about 140 to 160 characters, one or two sentences.
• Uniqueness: every page has its own title and description.
• Honesty: the description must match the page.

Length is measured in pixels, not characters, so treat the numbers as a guide.

✍️ Formula for the title

Keyword + benefit or specific | Company name

Bad: "Home". Weak: "Website development". Better: "Website Development Belgrade: Fast SEO Sites | Izrada Sajta".

💬 Formula for the meta description

Answer three questions: what you offer, why you are a good choice and what the visitor should do. For example: "Responsive websites with SEO optimisation. Fast, clear and made to measure. Message us on Viber or WhatsApp for a free estimate."

❌ Common mistakes

1. The same title on several pages.
2. The keyword stuffed in three times.
3. A title promising something the page does not deliver.
4. Text so long it is cut mid-word.
5. An empty meta description, so Google picks a random piece of text.

🔄 How to test

In Search Console, look at the CTR of pages on the first page. If CTR is low, change the title and description, wait two to four weeks and compare. A small text, and often the cheapest gain. More in SEO optimisation.