Page titles and meta descriptions: the small changes that make a big difference

The two most underused SEO tools on your website

Your page title and meta description are the first thing a potential customer sees when your business appears in Google search results. They're what determine whether someone clicks your result or the one below it. And yet most small business websites either leave them blank, use the same generic text on every page, or stuff them with keywords in a way that reads like spam.

Getting these right is one of the highest-ROI SEO tasks available to you. It costs nothing, takes maybe 20 minutes per page, and has a direct impact on both rankings (title tags are a confirmed ranking factor) and click-through rate (which indirectly affects rankings too).

What is a title tag?

The title tag is the blue clickable headline that appears in search results. It's defined in your page's HTML as <title>Your title here</title>. In WordPress, you set it through your SEO plugin (Yoast, Rank Math, or similar) under "SEO Title" on each page or post.

Google uses the title tag as one of its primary signals for understanding what a page is about and deciding when to show it. It's also what appears as the tab title in the browser.

Title tag rules

• Keep it under 60 characters. Google truncates longer titles in search results with "..." — you lose the end of your message and it looks unfinished.
• Put the keyword first. The closer to the start, the more weight it carries. "Plumber in Duncan BC | Cowichan Valley Plumbing" beats "Cowichan Valley Plumbing | Plumber in Duncan BC."
• Include your location. For local search, your city or region in the title is essential. "Electrician | Nanaimo BC" is specific and targetted. "Professional Electrical Services" is invisible locally.
• Include your brand name at the end. Separated with a pipe (|) or dash. It builds brand recognition in search results over time.
• Write for humans first. It should make sense when a person reads it — not just a string of keywords.

Title tag examples for Vancouver Island businesses

Here's the pattern: [Primary keyword] | [Location] | [Brand]

• Roof Repair & Replacement | Duncan BC | Cowichan Roofing
• Dog Grooming Nanaimo BC | The Pampered Paw
• Wedding Photographer Victoria BC | Sarah Ellis Photography
• Commercial Cleaning Services | Comox Valley | CleanPro BC
• Emergency Plumber Duncan BC | Cowichan Valley Plumbing

Notice each one has a service, a location, and a brand name. Each is under 60 characters. Each is readable as a sentence fragment that makes sense.

What is a meta description?

The meta description is the 2–3 line grey text that appears below your title in search results. It's not a direct ranking factor — Google has confirmed this — but it absolutely affects click-through rate. Think of it as your ad copy. It's your chance to tell someone why they should click your result instead of the five other results on the page.

In WordPress with an SEO plugin, it's the "Meta Description" field on each page.

Meta description rules

• Keep it between 140–160 characters. Google truncates beyond that.
• Include a call to action. "Call today," "Get a free quote," "Book online" — give them something to do.
• Include your keyword. Google bolds the searched keyword in the meta description, making your result stand out visually.
• Be specific. "Professional plumbing services" tells the customer nothing. "Emergency plumbing repairs across Duncan and the Cowichan Valley — same-day availability. Call now for a free quote." tells them exactly what they're getting.
• Match the search intent. If someone searches "emergency plumber," your description should address urgency. If they search "bathroom renovation ideas," your description should speak to inspiration.

Meta description examples

Every page needs its own title and description

This is where most sites fail. They set one title and one meta description for the whole website and use them everywhere. Every page on your site should have a unique title and description that reflects what that specific page is about. Your homepage, your services pages, your about page, your contact page — each one needs its own.

If you're using WordPress with Yoast or Rank Math, click on any page, scroll down to the SEO section, and fill in both fields. It takes five minutes per page and it's one of the most efficient SEO improvements you can make.

How to check what's currently there

Go to Google and search site:yourwebsite.com. Your pages will appear in results showing the current title tags and meta descriptions Google is using. If they look generic, cut off, or identical across pages — that's your to-do list.