How to Write SEO Titles and Descriptions

Now that you understand why meta titles and descriptions are important, let's take a look at some top tips for writing your own. In general, try to keep titles to 60 characters or less and meta descriptions to around 160 characters.

1. Think of the user

The user should always be at the front of your thought process when writing your meta descriptions and titles. What are they looking for? What will make them click on your website? Why you and not another resource?

Think about the search term you're targeting and the kind of content searchers will be looking for to make sure your title and description align with the user intent. For example, someone searching "weeknight pizza" is more likely to be looking for a page that promises a pizza recipe than a ranking of the best pizzas in your area.

2. Include your keywords

Try to include your target keyword/search term in your meta description and title, preferably near the start. If you don't, you'll be making it harder for search engines to know what terms you think the page should be ranking for and it can be harder to make it onto the first page of results.

Work your keywords in naturally, don't be tempted to overstuff with too many keywords, and make sure your title and description make grammatical sense.

If you're unsure what keywords you should be targeting, do some keyword research first. You can use tools like SEOSpace to do research and check things like search volume (how often a term is searched each month) and what terms your competition is ranking for. Or brainstorm ideas based on what you think people would likely be searching to find your pages.

3. Keep it simple

Avoid using too many adjectives or jargon and instead keep it simple. You have limited characters, so don't waste them with filler. Your goal is to give a clear, straightforward summary of what's on the webpage. Use an active, direct, engaging voice and get straight to the point.

4. Be unique

With so much online competition, your meta title and description need to stand out from the crowd. By all means, take a look at what's currently ranking, but don't be tempted to copy it verbatim.

Your meta description especially is a chance to showcase your business and what differentiates you. This is a place where it helps to have a sense of your brand voice and your value proposition, so you know what to highlight to your ideal audience and how to phrase it in a way that still sounds authentic.

5. Brainstorm with AI

If you're feeling unsure of how to start, you can use an AI writer to help you generate some initial draft ideas. With content generators, the more specific you can be, the better.

For example, you might start with a prompt like, "Create 5 meta titles (60 characters or less) for [link to your web page/description of your web page] targeting [search keywords]." From there, you can edit or combine options to better fit your brand and what's on your page.

Your website builder may also have tools for generating meta titles and descriptions. Squarespace's AI writer can help you generate options customized to your brand identity. Or you can access a generator tool in SEOSpace that automatically accounts for your target.

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