Search appearance
Give every important page a clear, specific title and a useful description that helps a person understand the page before clicking. Search engines may rewrite either when another version better fits the query.
Describe the pageUse a distinct title for its real purpose.
Earn the clickSummarise the benefit accurately.
Review real resultsUse Search Console performance data.
Page title
Use a concise title that distinguishes the page from the rest of the website. Put the most useful wording first, include the brand naturally where helpful, and avoid repeating the same boilerplate or list of keywords on every page.
Search description
Summarise the page in one or two natural sentences. Mention the service, product, location or answer a visitor will find, but do not promise something the page does not deliver. There is no guaranteed character count: search layouts vary by device and query.
Improve over time
After Google has indexed the page, use Search Console to review queries, impressions, clicks and click-through rate. Improve pages with strong impressions but weak clicks, while remembering that Google can generate a different title link or snippet.
Clear wording and genuinely useful page content matter more than forcing a keyword into every available field.
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