Meta description and meta title – how to create them?

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Search engines display two types of descriptions: meta description and meta title. They encourage people to visit the website, which indirectly improves its positioning. To gain the greatest results, we will carefully consider how to build meta descriptions and meta titles.

Meta description – text that attracts recipients

Whether we optimize a subpage, main page, or article, we can change the meta description that displays in the search engine. It serves one simple purpose: to attract users to visit the website.

Meta description of the website of the Content Writer Agency.
The longer description displayed in organic results is meta-description.

For over a decade, the number of key terms in meta-description has not been a formal ranking factor. However, attractive texts increase the click-through rate (CRT), which already leads to increased organic traffic.

The meta description has a maximum limit of +/- 156 characters.

If we exceed this limit, Google will automatically trim the text and insert an ellipsis at the end. Some plugins, such as YoastSEO, set an upper restriction on exposure automatically.

What are the characteristics of an excellent meta description?

  1. Attractiveness – make it apparent for the users. What will they get from visiting your website? Depending on the situation, answer the question “What will they learn?””, “What will they know?”, “What will they gain from this?”, etc.
  2. Directness – the description must be addressed to the recipient; therefore, while composing material, only use “you”! Many people make the mistake of making their material too informational. It only has 156 characters, thus you must urge users to visit your website. All significant content and challenging language belong in the article or subpage.
  3. CTA (Call To Action) – to boost conversion efficiency, encourage your audience to take action. Words like “Come in!”, “Find out!”, and “Check!” may appear insignificant when exposed to “dry” examination, but they are extremely appealing to consumers.

Furthermore, some individuals recommend using keywords in the meta description. This is the correct method, as such a procedure increases the text’s reliability and clarity. The term “men’s shoes” is a natural component of a good description.

Meta title – solid title is the basis

While the description draws the viewer in, the title effectively communicates the topic of the article or subpage. This is owing to the fact that the meta-title is +/- 75 characters long, leaving us little room for error. This is lengthy enough for a text title with a brief CTA like “Check!”, “Look!”, or the page’s basic name.

Meta title of the website of the Content Writer Agency.
Meta-title is a phrase that show up in the search engines’ results.

As a result, we usually have two options: title + call to action or title + separator + website title. We favor the first option, primarily because the website’s name may be viewed as the link.

A key phrase is frequently included in the meta title because it is a natural part of the title. Some sites recommend that each word begin with a capital letter to capture the user’s attention. This is a rare technique, but it can still be helpful in distinguishing oneself from competitors.

Meta-texts - FAQ

We’re responding to the most prevalent meta-title and meta-description issues.

What are meta-texts?

These are the contents that appear in the search results. The meta-title appears first, followed by the meta-description.

How long should meta-texts be?

Meta-titles are limited to around 75 characters and meta-descriptions to approximately 156 characters. The ultimate outcome is determined by the breadth of the letters employed (for example, “R” takes up more space than “I”).

What to do with the meta-texts that have been cut?

Google determines whether to utilize a meta tag or display content that is related to the user’s query. As a result, even if the meta-title and meta-description are absolutely complete, they will not always be displayed. It is a common process and should not cause anxiety. Because the algorithms are evaluated automatically, we have little space for error other than to complete the meta-texts.

Do my meta-texts improve SEO?

According to official statistics, meta-texts do not help to improve SEO rankings. Remember, however, that they are intended to entice recipients to visit your website. As a result, a greater visitor rate generates more organic traffic.

Is it worth to complete meta-title and meta-description gaps?

It is not required, because if the field is blank, the search engine will “borrow” the relevant text fragment. However, it is worthwhile to produce the most encouraging messages that will entice recipients to visit your website.


  1. Meta descriptions and meta titles are descriptions that appear in search engines.
  2. They capture attention by persuading recipients to visit the website.
  3. Although they haven’t been a key ranking component in a long time, they do enhance CTR, which transfers indirectly into placing.
  4. Meta titles and meta descriptions are texts written specifically for users. As a result, it is critical to make them transparent and appealing.

Jennifer Njiru

Jennifer, a freelance writer and the COO of Content Writer Kenya, embodies ambition and innovation, dedicated to delivering high-value content to clients. A creative at heart, she implements organizational strategies to efficiently accomplish tasks, ensuring the provision of wholesome and distinctive content.

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