Give each page a distinct title
Summarise the page’s main topic in a concise, accurate title. Include the business name where helpful, but avoid repeating the same generic title across the site.
Describe the page honestly
A meta description can explain what someone will find and who it may help. It should match the page and avoid exaggerated promises.
Prioritise important URLs
Start with the homepage and key service pages, then address pages with significant search impressions. Keep a record of changes so you can evaluate them later.
Review how search results display
Search engines may generate a different title or snippet. Treat your metadata as useful guidance, not a guarantee of the exact search result presentation.
Review changes with care
After updating titles and descriptions, allow a suitable period and check how relevant pages perform. Search engines may rewrite snippets, so consider the full page experience too.
Frequently asked question
Where should I start?
Begin with the pages and customer questions most relevant to your business. A focused review can help you decide what to address first.