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If you can think it, we can make it brainsoft.
If you can think it, we can make it brainsoft.
You ship a page, it ranks on page two, and nobody clicks. The content is fine. The problem is usually the two lines of text in the search result: the title tag and the meta description. They are the only part of your page most people will ever read, and they get written last, in a hurry, by whoever copied the H1.
A title tag should name the page's job in roughly 50 to 60 characters, front-load the query people actually type, and carry the brand at the end. A meta description is a 140 to 155 character pitch that answers the searcher's question and gives them a reason to pick you over the two results above. Here is the process I use to write both, plus a script to check length before they go live.
Open Search Console, filter to the page, and look at the queries it already gets impressions for. Those are the words people use. If a page about invoice automation gets impressions for "invoice approval workflow" and "automate invoice processing", the title should contain one of those phrases near the front, not the internal product name. Same for the description: mirror the language of the query, then add the detail the searcher cannot see from the snippet alone.
When there is no data yet, write down the three queries you expect and pick the one with the clearest intent. A page can only target one primary phrase in its title without turning into a comma-separated mess.
For titles: primary phrase, a specific qualifier, then the brand. "Invoice approval workflow software | BrainSoft" beats "BrainSoft | Solutions for modern finance teams" because the first one matches what is typed and the second one matches nothing.
For descriptions: state what the page delivers, then the concrete proof, then an implicit next step. "Compare invoice approval workflows, see the approval chain setup, and download the checklist." It is a sentence about the page, not a slogan.
Length matters because Google truncates. Titles get cut around 580 pixels, which is usually 50 to 60 characters. Descriptions get cut near 155 characters on desktop and less on mobile. Check both before publishing:
node -e '
const t = "Invoice approval workflow software | BrainSoft";
const d = "Compare invoice approval workflows, see how the approval chain is configured, and download the setup checklist.";
console.log(t.length, t.length <= 60 ? "ok" : "too long");
console.log(d.length, d.length <= 155 ? "ok" : "too long");
'Give a rewrite two to four weeks before judging it. Search Console shows clicks and impressions per page, so compare the click-through rate before and after, on the same query set. If impressions are flat and CTR moved, the snippet did its job. If impressions dropped, you probably moved away from the query the page was ranking for, and the title needs the old phrase back.
Two more things worth checking. First, make sure your CMS is not appending the site name twice, which happens more often than you would think when a template and a per-page field both add it. Second, if you run a site with hundreds of pages, generate titles from a template but leave room for a manual override on the money pages. If you would rather have someone audit the whole set, our services cover technical SEO as part of web development work.
Not directly. Google has said descriptions are not a ranking factor. They affect click-through rate, which affects traffic, and the snippet is often rewritten from page content anyway. Write it well and it will usually be used, but do not expect it to lift a page's position.
Yes. Duplicate titles make pages compete with each other in the index and give searchers no way to tell them apart. On a large site, template the titles but make sure the variable part is genuinely different per page, for example the product name or the city.
Aim for 50 to 60 characters, or under about 580 pixels. Google truncates by width, not character count, so wide letters get cut sooner. Put the important phrase first so a truncated title still reads sensibly.