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How to optimize Title and Description in Google SEO

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When it comes to SEO, everyone is familiar with TDK optimization.

The so-called TDK is Title Tag, Meta Description and Meta Keywords.

Among them, Meta Keywords has long been abandoned by Google, and we don’t have to waste time on it.

Today we focus on this “T” and “D”!

Recently, Google has updated Title Tag and Meta description several times:

First, in order to better present high-related search results to users, Google began to dynamically select page content as a “new” title and description in the SERP for the user’s query or search device.
(That is to say: the results displayed in the SERP may differ from the code you set in the Title Tag and Meta Description tabs, especially the low quality Title tag and Meta Description)

Around December of last year, Google expanded the number of words that can be displayed in the title and description of the pages in the SERP;
In May of this year, Google reduced the number of words that can be displayed in the title and description of the SERP.
Of course, this series of changes shows that Google is constantly paying attention to and continuously optimizing the user experience.

Maybe one day, with Google’s growing and smart, Title Tag and Meta Description will be fully automated and no artificial setup.

However, as far as the current situation is concerned,

Writing Title Tag and Meta Description is still very important for SEO:

Title Tag is an important direct ranking factor.
Although Google has made it clear that Meta Description is no longer a factor in direct ranking. But Meta Description is a major factor affecting clickthrough rate, and clickthrough rate is a key ranking factor.
While we can’t stop Google from automatically selecting the titles and tags to display, we try to improve the quality and user experience of Title Tag and Meta Description to reduce the probability of being replaced.


Uncle Google will give you a detailed explanation of how to write a high-quality and difficult to eliminate Title Tag and Meta Description.

Of course, in order to take care of friends with weak SEO foundation, we will briefly introduce Title Tag and Meta Description.

Learn about Title Tag

What is Title Tag?

Title Tag is the SEO Title, SEO title and title tag we often say.

It is an accurate and concise description of the content of the webpage. It helps the search engine understand the main factors of the webpage content, and it also affects people’s first impression of the webpage.

Why is the Title Tag important?

First, it is credited to Google’s ranking algorithm and is critical to the ranking of the page.

Second, the title tag will show up in three important positions:

Search Engine Results Page (SERP)


As long as your Title Tag is written, in general, the display title in the SERP is the Title Tag you set, which is the first impression of the search user on your website.

Under the premise of a good ranking, the quality of the title largely determines the user’s click.

Learn about Meta Description

What is Meta Description?

Meta Description is a concise summary of the content of a web page. It is longer than a Title tag and is usually a streamlined paragraph composed of several descriptive sentences.

In general, as long as the Meta Description is well written, it will appear below the blue clickable link in the search engine results page (SERP).

Description in SERP
Description in SERP

How to write a high quality Title Tag?

Proper benefit length

Google will omit the use of the number of characters that can be displayed (number of characters = number of characters, ie, number of words + number of spaces + number of punctuation).

Incomplete title tag:

One will affect the user experience: the display is incomplete, it will affect the user’s initial judgment on the content of the page, and the heart of obsessive-compulsive disorder will be very disgusting and painful.

Second, it will affect SEO: Google will not give penalties for the omitted keywords, but will not give SEO weights. Important keywords are omitted, which is very unfavorable for their ranking.

Then the problem is coming,

Under the premise of ensuring quality, how many characters can be fully displayed?


No one knows the specific number of characters.


Now Google’s display of the number of characters depends on the user’s search device! The wider the search device screen, the more characters will be displayed, but the limit is usually 600 pixels.

Note here, because it is mainly affected by the width, so if your title tags are more “skinny” letters like i and j, then the number of characters can be displayed more than those mainly containing W and M. The class compares the title tags of the letters “heart wide and fat”.

Through the statistics of the Title Tag of multiple search results of multiple search words, combined with the best length study of the Title tag abroad, Google Uncle found that the current displayable characters of the title tag are generally 55~65. Between characters.

My advice is: control is around 60 characters, try not to exceed 64.

Reasonable keyword layout:

In the Title tag, the higher the weight of the higher word, the larger the image, as shown below:


Therefore, the more important the word, the more you should put it forward!

Title tags like this are absolutely avoided, the final product keyword is placed last, in the area that is likely to be truncated by the search engine, it can be said that the cart is upside down:

Brand Name | Major Product Category – Minor Product Category – Name of Product

In addition, in the Title tags to lay out the synonyms and long tail words of the word, usually, I think that the words in a Title tag can be combined with four or five keywords is more appropriate.

Of course, the user experience is the first thing, be sure to pay attention to readability! ! It is strictly forbidden to stack SEO keywords and repeat certain keywords repeatedly.

Like Wholesale Socks | Bulk Socks | Buy Socks | Socks On Sale This kind of Title is not advisable!

Write a unique Title Tag for each page.

Unique SEO headings help search engines understand that your content is unique and valuable, and helps increase clickthrough rates.

Therefore, it is recommended that you manually and carefully write a unique title for each page. Later you will find that this is the so-called sharpening of the wood.

Of course, if the site has thousands of pages, for pages that are not critical, you can edit the CMS template to automatically insert the title tag. For example, you can call the product name and product category in the database and automatically combine them as title:

[Product Name] – [Product Category] | [Brand Name]

Use canonical punctuation

Highlight the brand

Branding, the Title Tag must be reflected, the most common Alibaba, the last of all the Title Tag of the page is – Alibaba.

If you don’t make a brand, it is recommended that you put the company name or abbreviation at the end of the Title tag on each page. This will be more formal, which will increase the user’s trust and click rate to a certain extent; of course, even if the user does not click, Impressed her, for the convenience of marketing.

When adding a brand, the commonly used symbols are – and |, I prefer the former.

How to write a high quality Description?

1. the appropriate length

On the desktop side, Google displays a maximum length of 920 pixels for the meta description, which is about 155~161 characters.

On mobile devices, Google’s maximum length for meta description is about 680 pixels, or about 120 characters.

Google’s advice is:

Control the number of characters in the meta description to about 158 ​​characters; important content must be displayed in the first 120 characters!

2. avoid duplicate Meta Description

Like the Title Tag, different pages have different Meta Descriptions.

If multiple pages have the same Meta Description, Google will dynamically display the content on the SERP.


Meta Description is a more detailed description of the page content than Title Tag. In addition to letting users fully understand your content, it is also attractive enough to guide users to click:

For example, the quality of your products is very important, you can write a few years warranty; for example, your products are inexpensive, you can highlight the price concessions;…

Another point is that Meta Description requires reasonable layout keywords. In order to correlate search results, Google often displays content containing user search words in Title Tag and Meta Description. If your keyword layout is unreasonable, Google will be more It is possible to dynamically retrieve the content of the page containing the keyword for display.

All in all, you need to use Meta Description to let users know what you can offer and give users a reason to choose you.

If you have a Google advertisement, you can look at which of your slogans have a higher click-through rate and the same routine.

4,.put an end to the quotes

As long as the quotation marks are used in the meta description, when the results appear in the SERP, Google will truncate the content at the quotation marks.

5.depending on the situation, decide whether to write meta description or not

In order to improve the relevance of search results, the title and description of the search results given by the search engine are extremely related to the search term, or there are words that match exactly, or close variants of the search term.

Although in general, the Meta description we write ourselves will be better than Google’s dynamic settings, in some cases, it is more sensible for us to choose to have Google automatically retrieve the content for display.

This selection requires keyword words based on your page location:

If a web page only targets one or three keywords, then it’s more appropriate to write your own Meta description. Because at this point we can completely write the user’s main search terms in the Meta Description (and Title Tag).
If a page is positioned with more than three keywords, there are even more long tail words. Considering the user experience, we may not be able to write a high-quality Meta Description that covers these words. At this point, it would be more sensible for the search engine to automatically confirm the description to be presented based on the user’s search terms. (Of course, the premise is that you have to do the On-page SEO, synonyms, long tails, etc. must appear naturally in the content)

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