Your SEO title and meta description are the first thing people see of your page in Google. They are your advert in the search results – and they decide whether someone clicks your link or the one below it. Yet on most online stores they are left as “Home”, “Products” or a copy of the product name.
In this guide you will learn how long titles and descriptions should be, the formulas that work for product pages, category pages and blog posts, and how to write them in WordPress (Rank Math or Yoast) and Shopify. I use these same formulas on every client store I build.
Paste your title and description into our checker to see a live Google preview and a checklist:
What are SEO titles and meta descriptions?
- The SEO title (or title tag) is the blue clickable headline in Google results and the text in the browser tab. It is one of the strongest signals telling Google what your page is about.
- The meta description is the short summary shown below the title. It does not directly affect rankings, but a good one gets more people to click – and more clicks means more traffic from the same position.
Google does not always use your text. It sometimes rewrites titles and picks its own snippet from your page when it thinks that better matches a search. Writing clear, accurate versions gives you the best chance that yours are shown.
How long should they be?
Google cuts titles and descriptions by pixel width, not by a fixed number of characters, so wide letters (W, M, capitals) use up space faster than narrow ones (i, l, t).
| Aim for | Approximate limit | |
|---|---|---|
| SEO title | 50–60 characters | about 580–600 pixels on desktop |
| Meta description | 120–160 characters | about 920 pixels on desktop, less on mobile |
Our checker measures the pixel width for you and shows exactly where Google would cut your text.
7 rules for SEO titles
- Put the main keyword near the start. Searchers scan the first few words.
- Match what people search for. Use the words your customers use – “women’s running shoes”, not “female athletic footwear”.
- Make every title unique. Duplicate titles confuse Google and waste your pages.
- Add a reason to click. A benefit, a number, the year, or a detail like “free UK delivery”.
- Add your brand at the end – if there is room. “| YourStore” helps recognition but should not push out the keyword.
- Don’t stuff keywords. “Cheap Shoes, Buy Shoes, Best Shoes Online” looks spammy and can be rewritten by Google.
- Avoid ALL CAPS. It takes more space and looks like shouting.
5 rules for meta descriptions
- Summarise the page honestly in one or two sentences.
- Include the main keyword naturally. Google often bolds words that match the search.
- Show the benefit – what will the reader get or learn?
- End with a gentle call to action – “Shop now”, “See prices”, “Try it free”.
- Write a unique one for every important page.
Formulas and examples by page type
Product pages
Formula: Product name + key detail + benefit | Brand
- Before: Blue Mug
- After: Handmade Blue Ceramic Mug, 350ml – Dishwasher Safe | ClayCo
Meta description formula: What it is + standout feature + shipping or guarantee + call to action.
- A hand-thrown ceramic mug in ocean blue glaze. Holds 350ml, dishwasher and microwave safe. Free UK delivery over £40 – order today.
Category pages
Formula: Category keyword + range or benefit | Brand
- Before: Shop – Necklaces
- After: Sterling Silver Necklaces for Women – Handmade in the UK | Aria Jewellery
Meta description: Browse 60+ handmade sterling silver necklaces, from dainty pendants to statement chains. Gift-wrapped for free with 30-day returns.
Blog posts and guides
Formula: Keyword + promise + (year or number)
- Before: Etsy Fees
- After: Etsy Fees Explained (2026): Every Fee and How to Calculate Your Profit
Meta description: Every Etsy fee explained – listing, transaction, payment processing and Offsite Ads – with worked examples and a free calculator.
Home page
Formula: What you sell or do + who it’s for | Brand
- Before: Home
- After: Free Calculators for Online Sellers – Etsy, eBay, Shopify & VAT | Parishrament
Where to edit titles and descriptions
WordPress with Rank Math
- Open the page or post in the editor.
- Click the Rank Math icon at the top right, then Edit Snippet.
- Fill in the Title, Permalink and Description, and add your Focus Keyword.
- Update the page.
Rank Math also lets you set default title formats for posts, pages and products under Rank Math → Titles & Meta.
WordPress with Yoast
Scroll to the Yoast SEO box below the editor, open Search appearance, and edit the SEO title, slug and meta description.
Shopify
For products, collections, pages and blog posts, scroll to the bottom of the edit screen and click Edit website SEO. For your home page, go to Online Store → Preferences.
Before-and-after: a full example
Here is a real-world style rewrite for a Shopify product page selling a leather wallet.
Before
- Title: Wallet
- Description: (empty – Google shows the first line of the page, “Welcome to our store!”)
After
- Title: Slim Leather Card Wallet for Men – RFID Blocking | Oak & Hide
- Description: Full-grain leather card wallet that fits 8 cards and cash in a slim 6mm profile. RFID blocking, free gift box and 2-year guarantee. Shop now.
The second version tells the searcher exactly what the product is, gives three reasons to choose it, and invites a click.
Common mistakes to avoid
- Leaving defaults like “Home”, “Shop” or “Products”.
- Copying the manufacturer’s description – the same text appears on hundreds of other sites.
- Using the same description on every product.
- Promising what the page doesn’t deliver. Misleading titles lead to people bouncing straight back to Google.
- Writing for Google instead of people. A title that reads naturally usually performs best on both.
How to check your results
After updating titles and descriptions, give Google a few weeks, then open Google Search Console → Performance. Compare clicks and click-through rate (CTR) for the pages you changed. Pages with lots of impressions but a low CTR are the best candidates for your next rewrite.
Frequently asked questions
Do meta descriptions help rankings?
Not directly. But a better description can increase clicks, and more clicks from the same ranking means more traffic.
Why does Google show a different title than mine?
Google rewrites titles it considers too long, stuffed with keywords, or a poor match for the search. Keep titles concise, accurate and descriptive.
How often should I update them?
Review your most important pages every few months, and whenever you change prices, offers or the year in a title.
The bottom line
Write titles of about 50–60 characters with the keyword first and a clear benefit, and descriptions of about 120–160 characters that summarise the page and invite a click. Make every one unique, then check them in the free SEO title & meta description checker before you publish.