How to Write Meta Titles and Descriptions That Get Clicks

You can rank #1 and still lose if nobody clicks your result.

Your meta title and meta description are what searchers see on the SERP before they decide to click. Boring or unclear metadata means they click a competitor instead. Learning to write meta titles and descriptions that convert impressions to clicks is one of the highest-impact SEO skills you can develop.

What meta titles and descriptions do

These elements serve as your ad in search results.

Meta title

The meta title (also called title tag) is the clickable headline in search results. It appears in blue, and it's the largest text element for your listing.

Google shows roughly 50-60 characters before truncating. Every character matters.

Meta description

The meta description is the gray text below the title. It provides context about what the page contains.

Google shows roughly 150-160 characters, though it sometimes pulls different text from the page if it thinks that better matches the query.

The goal

Together, these elements should convince searchers that your result is the best answer to their query. They should click you, not the other listings.

How to write meta titles that get clicks

Your title carries more weight than the description. Optimize it carefully.

What makes a strong meta title

A good meta title:

Includes your keyword near the beginning
Leads with the benefit or hook
Stays under 60 characters
Is specific, not vague

Your target keyword should appear in the title, preferably near the beginning. This signals relevance both to Google and to searchers scanning results.

If your keyword is "write meta titles," a title like "How to Write Meta Titles That Get Clicks" works perfectly. The keyword is prominent and the title makes a clear promise.

Lead with the benefit

Front-load the most compelling part of your title. What will readers get? What problem will you solve?

Weak: "A Guide to Meta Descriptions and Titles" Strong: "Meta Titles That Get Clicks: A Practical Guide"

The strong version leads with the benefit (getting clicks) instead of the generic format.

Stay under 60 characters

Titles longer than ~60 characters get truncated with "..." in search results. Put your most important words first so they're visible even if the title gets cut.

Count characters carefully. Every word past the cutoff is invisible to searchers.

Make it specific

Vague titles don't earn clicks. "SEO Tips" could be anything. "How to Write Meta Titles That Double Your CTR" is specific and compelling.

Specificity signals that you have something concrete to offer, not just general advice.

How to write meta descriptions that sell

The description is your chance to expand on the title's promise.

Summarize the value

In 150-160 characters, tell searchers what they'll get from your page. What question does it answer? What will they learn or be able to do?

Think of it as a pitch: why should someone click this result over the others?

Include a call to action (subtle)

Phrases like "Learn how to..." or "Discover..." or "Here's how to..." create a sense of action. They imply that value awaits if you click.

Don't be aggressive ("CLICK NOW!!!") - just gently invite engagement.

Use your keyword

Including your keyword in the description confirms relevance. Google sometimes bolds matching terms, which draws the eye.

For this post, "write meta titles and descriptions" appears in the description to reinforce the topic match.

Mistakes to avoid in descriptions

Duplicating the title instead of adding new information
Making promises the page doesn't deliver
Stuffing keywords unnaturally
Being vague about what value the page provides

Clickbait might get clicks, but it destroys trust and increases bounce rate. One keyword mention is enough.

Writing both together

Meta titles and descriptions work as a pair. Create them together.

Title-description flow

The title makes the promise. The description explains how you'll deliver.

Title: "How to Write Blog Headlines That Get Clicks" Description: "Your headline determines whether anyone reads your post. Learn the three headline formulas that consistently earn clicks - with examples you can adapt."

The title says what. The description teases how.

Consistent messaging

Don't create mismatch. If your title promises "5 Ways to Improve SEO," your description shouldn't talk about something unrelated.

Alignment builds trust. Searchers should know exactly what to expect.

Where to set meta titles and descriptions

Most blogging platforms let you customize these fields.

WordPress

Plugins like Yoast SEO or RankMath add fields for meta title and description on each post. Fill them out - don't rely on auto-generated defaults.

Other platforms

Check your platform's SEO settings. Look for "SEO title," "page title," or "meta title" fields. The description might be labeled "meta description," "search description," or "SEO description."

If your platform doesn't offer custom meta fields, the H1 title typically becomes the meta title, and the first paragraph often gets pulled for the description.

Testing and improving

Your first attempt isn't always your best. Iterate.

Monitor CTR in Search Console

Google Search Console shows click-through rate for each page and query. Compare your CTR to position benchmarks. If you rank #3 but have lower CTR than expected, your metadata needs work.

A/B test changes

Change your title or description, wait 2-4 weeks, and see if CTR improves. If it does, the change worked. If not, try something else.

Document what you test so you learn what resonates with your audience.

Study competitors

Search your target keywords and look at who's ranking well. What do their titles and descriptions say? You're competing with them for clicks - know what you're up against.

For more on improving search visibility, see our guides on SEO for bloggers and headlines that get clicks.

Your meta title and description are where rankings become traffic. Take the time to get them right.