Write to distinguish pages
Describe the topic and information actually available, using page-specific wording. Common length targets are not universal 60- or 160-character limits: display can be truncated according to space and device.
| Element | Function | Check |
|---|---|---|
| title | Suggested HTML title. | Specific topic and distinctive wording. |
| Visible main heading | An on-page reference point. | Consistency with content. |
| Meta description | Suggested summary. | Accurate, page-specific information. |
| Observed result | Presentation chosen in search. | May differ from the suggestion. |
Align the promise with content
- Keep title, main heading, language and content consistent. Remove keyword repetition, generic titles and misleading stale dates.
- Write a specific, accurate description without invented prices or benefits. A snippet may come from page text rather than the meta description.
- Check rendered HTML and language variants. Then observe actual title links and snippets for relevant queries.
Evaluate clicks in context
Compare queries, devices, position and period before assigning CTR changes to new wording. Check that visitors find what the result promised. A catchier title is not useful if it hides the subject or attracts mismatched visits.
Primary references
Assess CTR alongside query and position
CTR changes can reflect query mix, positions or devices rather than a new title. Compare similar sets and inspect the title actually displayed. Wording should match the page; an attractive but inaccurate promise damages the post-click journey.
- Separate branded and generic queries.
- Compare positions and devices within the same window.
- Review the title against visible page content.
Is the title element always displayed verbatim?
No. Google can generate a different title link from multiple signals. Observe actual presentation and fix inconsistencies between title, headings and content.
Primary reference: Google Search Central — Title links. Related method: read the practical guide.