Titles and descriptions
The two lines people read in search results before they decide whether to visit. How to write them, and what else on the page helps.
The title
Every page has a title. It is the blue link in a search result and the text on the browser tab. It is also one of the clearest signs to Google of what the page is about.
- Give every page its own title. The same title on every page tells nobody anything.
- Say what the page is, in the words a customer would use. “Emergency plumber in Geelong” beats “Home”.
- Put the important words first. Long titles get cut off, usually somewhere past 60 characters.
- Add your business name at the end if there is room.
- Do not stuff it with keywords. A list of suburbs and services reads as spam to people and to Google.
Google sometimes shows a different title from the one you wrote, most often when yours is missing, repeated across pages or does not match the page.
The description
The meta description is a sentence or two that sums up the page. It does not affect ranking. It often becomes the grey text under the link, so it is your chance to tell someone why this page is the one they want.
- Write one for each important page, in a full sentence or two.
- Say what the person will find or be able to do there.
- Aim for under 160 characters or so, because longer ones are cut short.
Google does not always use it. If another part of the page answers the search better, it will show that instead.
Headings
Give each page one main heading (an H1) that says what the page is about, and use smaller headings to break up what follows. Headings help people skim and help search engines see how the page is organised.
Images
Add alt text to images that carry meaning: a short description of what the picture shows. Screen readers read it out, and it is how Google knows what an image is. Leave it empty for pictures that are only decoration.
Link text
When you link to another page, make the linked words describe it. “See our pricing” tells people and Google more than “click here”.