When Optimising a Website for Search, What Impact do Meta and Title Tags Have on The Search Engine?

In the highly competitive digital landscape, search engine optimization (SEO) has become crucial for businesses to increase their online visibility and attract more traffic to their websites.

One of the key aspects of SEO is crafting meta and title tags that are not only appealing to the user but also optimized for search engines.

Meta and title tags provide a brief description of the content on a webpage and help search engines understand what the page is about.

We will discuss the importance of meta and title tags, how to craft them in a way that is both SEO-friendly and user-friendly, and some best practices to help you achieve higher rankings and attract more visitors to your website.

What are Page Titles and Meta Descriptions?

Every page on the internet should have page titles and meta descriptions, which are two different pieces of HTML code.

They provide a summary of the page you are currently on and its title, much as in a book. Then, search engines like Google utilize this to provide an accessible link to a website from their index.

You may refer to both page titles and descriptions as metadata. Nearly all search engines show page titles and descriptions in the same way, even down to having practically similar colors for page title links and meta description text.

What attributes do a strong title tag and meta description have?

1. The right number of characters


It can be tempting to write lengthy phrases and sentences when crafting title tags and meta descriptions to accurately describe the content of your webpage.

However, this approach should be avoided as lengthy and complex content can be unappealing to readers and may diminish the effectiveness of your call to action.

To optimize your SEO, it is recommended that you adhere to a specific character count for your title tags and meta descriptions. Limiting your title tag to between 50-60 characters, including spaces, and your meta description to 155-160 characters is best.

This has been the standard best practice for many years, and while search engines may change the character limit occasionally, exceeding these limits can result in the truncation of your title tags and meta descriptions.

2. Use of focus keywords

Focus keywords

To enhance the relevance of your webpage to users’ search queries, it is advisable to include the relevant keywords you wish to rank for in your meta title and description.

However, it is important to avoid overusing keywords, as this can result in keyword stuffing, which is not favored by search engines. Instead, ensure that your content sounds natural while still including the appropriate keywords.

3. Uniqueness

Having identical title tags and meta descriptions can negatively impact your website’s user experience on Google.

Even if you operate an e-commerce website that sells similar products, it is essential to differentiate each page from the other to prevent confusing your audience.

Avoid using a piece of content from your webpage as your meta description, and instead, strive to make them as unique as possible.

4. Customer centric

customer centric

The creation of your website’s meta description should focus on your customers by answering two critical questions: “What does this page provide?” and “Why should I explore this page?

To appeal to your target audience and satisfy their needs, your descriptions should be carefully crafted. Utilize active voice and include a call-to-action to make them sound inviting.

In certain circumstances, Google may display the first few sentences of your webpage as your meta description.

This happens when it identifies that your original description is a duplicate or does not accurately reflect the content of your page.

Common Errors in Title Tag Writing


There are instances where a badly written title tag can result in Google displaying an entirely different title from what was intended.

However, there is no assurance that Google’s version will perform better than your original title. While Google’s modifications may not impact your webpage’s ranking, they could alter your page’s click-through rate (CTR).

When crafting title tags, there are several common mistakes to avoid, such as:

1. Missing <title> Element

If you do not define your title tag in the HTML code, you will not have a title for your webpage. Instead, Google will generate a title for your site based on your page’s content when displaying it in search results.

To quickly identify any missing title tags, you can use the Site Audit tool to perform an audit.

Once the audit is completed, you can navigate to the issues tab of your report and search for “title” errors by filtering them in the search bar. To access a complete list of pages with missing title tags, select the “X pages don’t have title tags” error.

site audit

2. Repetitive or Boilerplate Text

The purpose of title tags is to provide users with information about the type of page they are about to click on.

If you have a website for an event space and your title tags include words such as “tickets,” “seats,” and “tour dates” on every page, Google may rewrite your title.

For instance, using “United Center Home Page” as a title is not a good practice. Instead, it is recommended to use a more relevant and specific title, such as “Tickets & Events | United Center – Chicago, IL.”

In the corrected example, the title includes keywords that are only relevant to that specific page. Rather than using generic terms, it accurately describes what the page is about (tickets & events) and includes the name of the venue and its location.

site sudit

If you have already conducted a site audit for missing titles, you can also locate a list of pages with duplicate titles in the same report.

To access the list of pages with duplicate title tags, you need to click on the error that says “X issues with duplicate title tags.”

3. Keyword Stuffing

It is not necessary to repeat or use similar keywords multiple times to improve your search ranking.

When creating title tags, it’s important to consider how users search for information and describe your page accurately and succinctly using one or two keywords at most.

4. Long Title Tags

If your title tags exceed 70 characters, Google will most likely shorten or reword them in search results. Therefore, it’s recommended to keep your title tags concise, ideally between 50 to 60 characters, to avoid being truncated on desktop or mobile devices.

5. Not Updating Tags

You are failing to update your meta and title tags when the content on your page changes is a standard error that can negatively impact your SEO efforts.

This is because it can result in search engines receiving incorrect information. To prevent this from happening, ensure that you update your tags every time you make changes to your webpage’s content.

Why Are Meta Tags Important to SEO?

meta tags

Meta tags play a crucial role in SEO as they assist in several ways, such as:

  • Assisting search engines in identifying the subject matter of your webpage
  • Aiding visitors in comprehending the material on your webpage
  • Preventing problems with duplicate content
  • Encouraging clicks and organic search traffic.

a. Topic

According to Google, meta tags are useful in helping both search engines and users understand the content of a webpage.

Meta tags provide information about the web page’s topic, which search engines use to determine its relevance to a search query.

meta tags

b. First Impressions

The content contained in meta tags is usually the first thing that potential visitors see about your website in search results. If you create effective meta tags, users should be motivated to click through to your site.

c. Duplicate content

Meta tags can help prevent duplicate content issues, especially if your title tags are identical across multiple web pages. In such cases, Google may only display the best webpage among them in the search results, and it may not necessarily be the one you intended.

d. Clicks and traffic

As previously mentioned, meta tags can have a significant impact on the number of clicks and traffic your website receives.

For instance, using a question in the title tag resulted in a 14% increase in click-through rate. Additionally, pages with meta descriptions received nearly 6% more clicks than those without.

Guidelines for Optimizing Meta and Title Tags


A. Optimizing Your Meta Description for SEO

While meta descriptions do not directly affect a website’s rankings, they can still be useful as they are displayed in search results as snippets to provide information to the users.

Therefore, it is important to see meta descriptions as a way to improve click-through rates (CTRs) rather than as a ranking factor.

To improve CTRs, it is recommended to add unique descriptions that include relevant keywords for the homepage, internal pages, and blog posts.

Follow these guidelines for crafting compelling meta descriptions:

  • Keep the length of your description under 160 characters.
  • Write unique and specific descriptions for each page of your website.
  • Avoid having duplicate meta descriptions on multiple pages of your website.
  • Use sentence case when writing your meta descriptions.
  • Be accurate, descriptive, and to the point in your descriptions.
  • Make sure your description matches the intent of the searcher.
  • Use your target keyword in the meta description only where it fits naturally.

B. Optimizing Your Title Tags for SEO

The title tag is a crucial meta tag as it is visible to both search engines and internet users. Its primary function is to attract a searcher’s attention and persuade them to click on your webpage. It is the first chance you have to make an impression and encourage a person to visit your site.

To generate effective and descriptive page titles, adhere to these guidelines:

  • Create a unique title tag for each webpage
  • Keep the headlines concise – under 60 characters is optimal
  • Stay away from generic and unclear titles, such as “Home” for the homepage
  • Use sentence case or title case for the title tag
  • Ensure that the title tag matches the searcher’s intent
  • Avoid using clickbait titles
  • Include target keywords where appropriate
  • Develop a distinct title tag for each page on your website.


Crafting SEO-friendly meta and title tags is an essential component of any successful website optimization strategy. Meta and title tags are like short summaries that provide search engines and users with information about your website’s content.

By following best practices such as keeping title tags concise, updating them as your content changes, and using descriptive language, you can improve your website’s visibility and attract more organic traffic.

Remember also to create distinct and accurate meta descriptions, use target keywords where appropriate, and avoid duplicate content.

By implementing these tips, you can create effective meta and title tags that drive clicks, improve your search engine rankings, and ultimately lead to more tremendous success for your website.

Frequently Asked Questions

A. What is an example of an SEO-friendly title?

To optimize your website’s URL for search engines, it should be brief, clear, and incorporate your focus keyword. Suppose your page title is “10 Simple Tips for Starting a WordPress Blog.” In that case, your URL can be customized as “/wordpress-blog-starting-tips” to ensure it’s SEO-friendly.

B. What effect do the title and meta tags have when optimizing a website for search engines?

When it comes to optimizing a website for search engines, meta, and title tags play a crucial role by providing embedded messages that assist the search engine in determining the content of the page. Meta tags, which are short snippets of text that describe the page’s content, are particularly useful in this regard.

C. Do title tags affect SEO?

The page title tag plays a crucial role in SEO as it influences how Google’s algorithms interpret and rank your page’s content. Changing your page names can affect your search engine ranks, exposure, and traffic for your primary targeted keywords in either a favorable or bad way.

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