In the ever-changing world of search engine optimisation (SEO), writing effective meta titles and descriptions remains a crucial aspect of optimising your website to rank higher in the search engines and to improve your click-through rates. In this blog, I will run through what meta titles and descriptions are and provide some tips on how you can optimise them for better website performance.
Understanding Meta Titles:
The meta title, also known as the title tag, is a concise and accurate summary of your web page’s content. It appears as the clickable headline in search engine results and browser tabs (see example below) meta titles are one of the key factors search engines consider when determining the relevance and ranking of a web page. Here at Dental Design, we consider optimising the meta titles a priority when we begin working on a website.

So how can we write an effective meta title?
- Keep it concise and within character limits: Ideally, a meta title should be around 50-60 characters to ensure it doesn’t get truncated in search results.
- Include relevant keywords: Incorporate relevant, high volume keywords that reflect the content of the page. Keyword stuffing should be avoided the focus should be on creating a natural and compelling title.
- Convey value and relevance: A meta title should also try and entice users to click. Unique selling points or benefits should be included if possible, this will increase the website’s click through rate (CTR) and improve traffic.
Understanding Meta Descriptions:
Meta descriptions provide a brief summary of your webpage and appear below the meta title in search engine results. While they don’t directly impact rankings, they play a crucial role in improving clicks (CTR) and setting user expectations.

So what can we do to optimise a meta description?
- Keep it within character limits: Aim for meta descriptions of around 120-160 characters to ensure they are fully displayed in search results.
- Include relevant keywords: Incorporate targeted keywords naturally to show search engines and users that your page aligns with their search intent. Keywords in the search results will also appear in ‘bold‘ to make the website listing stand out.
- Highlight unique selling points: Showcase what sets your webpage apart from others. In dentistry this could be an offer for a ‘Free Consultation’. Or you could mention that you offer 0% 0% finance to spread the cost of treatment.
- Include ‘call to action’: Encourage users to take action in your meta description. This can include phrases like “Contact us,” or “Find our more”
Optimising for the user experience:
While optimising meta titles and descriptions for search engines is important, prioritising the user experience is equally crucial. Remember these key points:
- Relevance and coherence: Ensure your meta title and description accurately reflect the content of your page. Misleading users can lead to higher bounce rates and lower conversions.
- Readability and language: Write in a clear, concise, and engaging manner. Use appropriate language for your target audience and maintain consistency in tone throughout your meta content. Don’t forget to spell check!
Writing effective meta titles and descriptions remains an essential SEO practice in 2023. By crafting relevant, keyword rich and compelling meta content, you can improve your website’s visibility, attract more organic traffic, and improve your new patient numbers.
More posts from our team
Back to all news