SEO for page titles and meta descriptions: How to win more clicks

Page titles and meta descriptions aren’t the most exciting SEO tactics to focus on.

However, truly optimized page titles and meta descriptions are rare. 

Focusing on the small details of your SEO strategy can lead to real chances for big improvements.

Driving clicks in the age of AI and zero click searches: Why this matters

Search results have never been busier.

SERPs are now cluttered with AI Overviews, images, products, FAQs (People Also Ask) and many other search features.

Zero-click searches are also an SEO reality. Some reports suggest that around 60% of searches don’t generate a click.

With intense competition from ads also whittling further away at clicks, ranking alone is not enough – you need those clicks.

This is before we consider new AI-driven SEO and search engines. A tighter integration of AI is coming to Google soon!

Ranking is often not enough. You need to maximize clicks.

Page titles and meta descriptions may not be as exciting as AI. However, they are often more useful. They can make a real difference for you and your clients. 

As with all SEO planning, a structured process makes everything easier.

To aid our agency work, we developed the ATOM approach to optimizing page titles and meta descriptions. 

Page titles and meta descriptions: A recap

What is a page title?

A page title, also known as a title tag, is an HTML element that specifies the title of a webpage. It appears in three key places:

• Search engine results pages (SERPs): The clickable headline for a result.
• Browser tabs: The text that displays on the tab of your web browser.
• Social media shares: Often used as the default headline when sharing a page on social media platforms.

Page titles are a primary factor in:

• Search rankings: Search engines use them to understand the content of your page.
• Click-through rates (CTR): A compelling, keyword-rich title can increase clicks.
• User experience: A clear and relevant title helps users understand what to expect on your page.

What is a meta description?

A meta description is a short snippet – about 150-160 characters – that summarises a page’s content. It is specified in the page’s HTML and often displayed in SERPs beneath the page title. 

While meta descriptions don’t directly influence rankings, they are critical for:

• Improving CTR: A good description can encourage users to click on your result instead of others. This may help improve your rankings. 
• Communicating value: They give a brief summary of your page’s content. This helps users decide if it is relevant to their search.

In a world where Google AI and ChatGPT are reshaping SEO content marketing opportunities, meta descriptions can help get clicks. 

Why focus on page titles and meta descriptions?

Both page titles and meta descriptions are the first impressions users get of your site on SERPs. 

Despite being small (ATOMic) elements, they represent a chance to stand out from the crowd and can outsize your traffic and user engagement. 

Getting these basics right can differentiate between an impression and a click. 

The ATOM approach to page titles and meta descriptions

Page titles and meta descriptions are a tiny yet important aspect of SEO. As such, they are often created using templates or automation, which nearly always leaves room for improvement.

The ATOM approach provides a structured way to approach this:

• Analyze.
• Theorize.
• Optimize.
• Measure.

1. Analyze

Begin by analyzing your current page titles and meta descriptions as well as those of your competitors. 

Use tools like Screaming Frog (or your crawler) to crawl your site and gather your page titles and meta descriptions.

• Crawl your site: Identify all page titles and meta descriptions. Look for duplicates, missing tags, or tags that are too long or too short.
• Review competitors: Study the page titles and meta descriptions of sites that rank for your target search terms. Pay attention to structure, tone and keyword use. 
• Search variants: Check how results change for keyword variants and search intents.
• Identify rich snippets: Are competitors using structured data to enhance their snippets? Consider if rich snippets could be a viable option for you.

2. Theorize

Based on your analysis, develop hypotheses about improving your page titles and meta descriptions. The SCAMPER method can be a powerful tool here:

• Substitute (S): Can you swap out words or phrases for something more engaging?
• Combine (C): Can you merge different ideas or formats to create something unique?
• Adapt (A): Can you tailor successful strategies from competitors to suit your content?
• Modify (M): Can you tweak the tone, length or structure to make it more compelling?
• Put to another use (P): Can you use an existing tagline or branding element as part of your title?
• Eliminate (E): Can you remove unnecessary words to make it more concise?
• Reverse (R): Can you flip the structure to create a fresh perspective?

Your goal here is to stand out. Is everybody saying the same thing?

If so, look for ways to stand out. Mention USPs and elements of your value proposition. 

As an example elements like free delivery or 0% finance can help you stand out and grab the attention of searchers. This can help give context to your visits. This can help users identify key differences and boost engagement and conversions.

3. Optimize

Once you’ve developed your hypotheses, implement your changes. 

• Focus on primary keywords: Ensure your titles and descriptions include relevant keywords. Don’t overdo it, but you want to ensure that users can latch onto your listing as they skim the results.
• Prioritize clarity: Make what your page offers immediately apparent. You don’t feel like you need to use every character. Less is more! 
• Highlight value: Use action-oriented language to entice users (e.g., “Learn,” “Discover,” “Save”).
• Stay within limits: Keep page titles under 60 characters. Keep meta descriptions under 160 characters. Deliver your message clearly. 

Don’t get hung up on perfection. Your goal is to start testing your ideas and then let data guide you. 

4. Measure

After implementing changes, track performance metrics to gauge success:

• Keywords: Monitor rankings and impressions for target keywords.
• CTR: Compare click-through rates before and after optimization.
• Traffic: Look for any positive or negative traffic impact.
• Conversions: Evaluate changes in organic conversion rates and total conversions.

Google Search Console (GSC) is full of easy SEO wins, metrics and insights. GSC should be your go-to for accurate diagnostic information on your rankings, impressions and click-through rates. 

Google Analytics and your favorite SEO tool can give you more insights and SEO metrics to measure and refine your approach.

Custom vs. crafted snippets

Google will often rewrite your meta descriptions and, to a lesser degree, page titles. Some studies suggest this can happen up to 70% of the time. 

A simple test here is to stop this happening (or at least limit it) by using the data-nosnippet tag.

Simply wrap any text elements used to generate snippets. This can help force your chosen description snippet to be shown instead.

Again, this is another simple experiment you can conduct to get some data and measure the results. 

ATOMic SEO 

SEO is a moving target. Algorithm updates are often introduced. Changes in SERP layouts, rankings, and click-through rates are inevitable.

The only way to survive and thrive in SEO is to abandon fast hacks and ideologies.

Embrace a methodology rooted in experimentation and refinement.

The ATOM approach is a simple yet powerful framework for optimizing page titles and meta descriptions.

By analyzing, theorizing, optimizing and measuring, you can continuously improve your visibility, click-through rates and organic traffic.