A search result starts with a promise: the title says what the page answers, and the description helps a reader decide whether to open it. Give every important URL its own accurate title and description instead of repeating a site-wide slogan.
Make the page topic unmistakable
- Put the specific subject near the start of the title, then add a short site name if it helps identify the publisher.
- Describe what a visitor will actually find. A meta description is a candidate snippet, not a command; Google may select page text instead.
- Avoid lists of near-synonyms and repeated keywords. They make titles harder to scan and do not make a page more useful.
Check the rendered document
Set the title in the document head and provide a concise description. View the built HTML for several routes, including translated editions, and confirm each page has one meaningful title, one description, and a canonical URL for that edition.
<title>Descriptive page title | Site name</title>
<meta name="description" content="A specific, useful summary of this page.">Search engines can rewrite titles and snippets. Treat metadata as accurate page labeling, then make sure the visible heading and opening paragraph fulfill the same promise.