Why your snippet matters
Your title and meta description are the advert for your page in search results. Rankings get you seen, but the snippet decides whether people click. Two pages at the same position can see very different traffic simply because one snippet is clearer, more specific or more compelling.
How to write a title tag that earns clicks
- Put the main keyword near the start, where it is most visible and least likely to be truncated.
- Make it specific. "Boiler Repairs in Southampton: Same-Day Engineers" beats "Home | Heating Services".
- Give each page a unique title. Duplicates make it harder for Google to tell pages apart.
- Add your brand at the end, separated with a pipe or dash.
How to write a meta description
- Summarise what the page offers in one or two sentences.
- Include a differentiator such as free delivery, years of experience or a guarantee.
- End with a soft call to action that matches the intent: compare, book, download or read.
- Use the search term naturally. Google highlights matching words in bold.
Already ranking but not getting clicks? The Organic CTR Benchmark Tool shows which queries underperform your own CTR curve, so you know which snippets to rewrite first.