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How-to guide

How to Write Title Tags and Meta Descriptions in the AI Era

By Rahil Jain, founder of Chalk LabsUpdated How we research

The short answer

Write each title to say plainly what the page covers, with the main phrase first and a short brand name last. Write the meta description as a one or two sentence summary that names the answer. Google may rewrite either one, so keep them consistent with the visible heading. Then test changes page by page in Search Console.

  • Google sets no length limit for titles. It cuts them to fit the device width, so front-load the main phrase.
  • A meta description is a fallback source for the snippet. Google uses it only when it describes the page better than the page text.
  • Keep the title, the H1 heading and the description saying the same thing in different words.
  • No study we found shows that a title formula lifts AI citations. Treat titles as clarity work, not a trick.
  • Change a few pages at a time and compare click-through rate before and after in Search Console.

What do title tags and meta descriptions still do?

They still tell people and search systems what a page is about before anyone reads it. The title tag is the clickable headline of a search result. The meta description is a short summary that can appear under it. Google calls the clickable headline a title link, and it builds it from several sources, not only your title tag 1.

Google's guide for AI features says optimizing for generative AI search is still SEO, because those features rely on core Search ranking and quality systems 3. To appear as a link in AI Overviews or AI Mode, a page must be indexed and eligible to be shown in Search with a snippet 5. So the basics of how a page presents itself in results have not been replaced.

What changed is the job of the words. A reader now often meets your page as one link among several in an AI answer, or after an assistant has already summarised it. A clear title and description help them decide that your link is the one to click.

Do it step by step

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  1. Export a list of your important URLs, then record each page's title, description and H1 in a sheet. The bash template prints the title and its length for any URL. Include the page's main target phrase in a fourth column.

    Tip: Start with 20 pages: the ones that matter most to revenue, not the whole site.

  2. Open Performance, set the date range to the last three months, and switch to the Pages tab 7. Sort by impressions. Pages with many impressions and low click-through rate are your first targets.

    Tip: Export the table so you have a before figure to compare later.

  3. Click a page, then open the Queries tab. Add a Custom (regex) query filter using the question pattern in the templates 8. Note which question phrases already bring impressions to the page.

    Tip: Google's regex filter uses RE2 syntax and matches partially unless you anchor with ^ or $ 8.

  4. Use main phrase, then qualifier, then brand. Put the phrase buyers use first. Keep it near 55 characters. Check that it is distinct from every other title on your site 1.

    Tip: Read the title aloud. If it sounds like a label rather than a promise, add the qualifier.

  5. Write one or two sentences that summarise the page and state the answer or benefit, with a price, date or place if relevant 2. Aim for 120 to 155 characters. Do not repeat the title word for word.

    Tip: Cover the title and read only the description. Does it still make sense alone?

  6. Make the first visible heading say the same thing in slightly different words. Google may use the H1 when it decides which title to show 1. Microsoft also advises aligning the title, description and H1 4.

    Tip: Do not paste the title into the H1 unchanged on every page. Keep the pair distinct across pages.

  7. Publish the changes to a small batch of pages. Use the URL Inspection tool to request indexing for each one 1. Write the date of the change in your sheet.

    Tip: Do not change the same page again for at least four weeks. You need a clean window to measure.

  8. After four weeks, compare click-through rate for the changed pages with the same window before. Keep the formulas that worked and apply them to the next batch. Revert any title that lost clicks.

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Copy-ready templates

Title and description formulas

text
TITLE
[Main phrase]: [Qualifier] | [Brand]
Example: Gutter Cleaning in Leeds: Prices and Booking | Acme

HOW-TO TITLE
How to [do the thing]: [N] Steps | [Brand]

COMPARISON TITLE
[A] vs [B]: Which Fits [Audience]? | [Brand]

DESCRIPTION
[Answer in one sentence]. [What the page adds: price, steps, example, date].
Example: Gutter cleaning in Leeds costs from 60 pounds for a terrace. See what is included, how long it takes and how to book.

Replace the examples with your own. Keep the main phrase in the first half.

Head tags in HTML

html
<head>
  <title>Gutter Cleaning in Leeds: Prices and Booking | Acme</title>
  <meta name="description" content="Gutter cleaning in Leeds costs from 60 pounds for a terrace. See what is included, how long it takes and how to book.">
</head>
<body>
  <h1>Gutter cleaning in Leeds: what it costs and how to book</h1>
</body>

The title and H1 say the same thing in different words, which matches Google's and Microsoft's advice.

Search Console regex for question queries

regex
^(how|what|why|which|when|can|does|is|are|should|best)\b

Paste into Performance, Add filter, Queries, Custom (regex). Search Console uses RE2 syntax and is case-insensitive by default .

Print a page's title and its length

bash
for u in https://example.com/ https://example.com/pricing; do
  t=$(curl -s "$u" | tr '\n' ' ' | grep -oiE '<title[^>]*>[^<]*' | sed -E 's/<title[^>]*>//')
  echo "${#t} chars: $t  ($u)"
done

Replace the URLs. This reads the raw HTML, so it shows what a crawler sees before any script runs. Titles with entities such as &amp; show unconverted, so the count can run slightly high.

Is there a length limit for title tags and meta descriptions?

No, Google sets no limit on how long a title element can be. It does truncate the title link in results, typically to fit the device width 1.

Meta descriptions work the same way. Google's snippet documentation describes no length limit, and says results truncate descriptions to fit the device width 2. That is why every character count you read online is a rule of thumb, not a Google rule.

A safe working habit is this: keep titles near 55 characters and descriptions between 120 and 155 characters, and put the main phrase in the first half. Nothing breaks if you go longer. You only risk the end being cut off, which is why the brand name belongs last.

Working targets, not official limits
ElementWorking targetWhy this numberWhat to put first
Title tagAbout 55 charactersUsually fits on a phone before truncation. Longer is allowed.The main phrase, then the brand
Meta description120 to 155 charactersLong enough to give an answer, short enough to read at a glance.The answer or the benefit
H1 headingOne short lineGoogle may use the first visible heading to pick the title link 1.The same topic as the title

How do you write a title that works for people, Google and AI?

Start with what the page actually answers, in the words a buyer would use. Google asks for titles that are descriptive and concise, distinct on every page, and not stuffed with repeated keywords 1. It also advises putting the site name at the start or end, separated by a delimiter, instead of repeating a long slogan 1.

Microsoft's advice for Copilot adds one useful rule. It says the title, the description and the H1 are signals AI systems use to interpret a page's purpose and scope, and that they should align 4. Treat that as a vendor recommendation, not a measured result. It costs nothing to follow because it matches Google's advice on clear titles.

Use a formula so every title is built the same way: main phrase, then qualifier, then brand. The qualifier is the part that makes it distinct, such as the audience, the year, the format or the price band.

Before and after, with the reason for each change
Weak titleStronger titleWhat changed
Services | AcmeGutter Cleaning in Leeds: Prices and Booking | AcmeSays what, where and what you get
AI SEO Tips and TricksHow to Get Cited in Perplexity: 7 Checks | AcmeNames the outcome and the platform
HomeAcme: Bookkeeping for FreelancersGoogle warns against vague labels like Home 1
Best Best Dishwashers Best 2026Quiet Dishwashers for Open Kitchens, Tested | AcmeRemoves repeated keywords 1

How do you write a meta description that earns the click?

Write a summary of the whole page, in plain sentences, that includes the answer or the main benefit. Google's guidance says descriptions should summarise the page, and that long strings of keywords are less likely to be shown 2. It also says identical or similar descriptions across a site are not helpful 2.

Add the details a searcher uses to decide, where they apply: price, date, author, location or a key attribute 2. For large sites, Google says programmatic descriptions are acceptable if they stay readable and diverse 2. A template that only swaps a city name will not meet that bar.

Do not expect the description to be shown every time. Google says snippets are primarily created from the page content itself and that it sometimes uses the meta description when that is more accurate 2. A tight first paragraph on the page is therefore as important as the tag.

A description that gives the answer (business and prices invented for illustration)
  • Weak: Learn about our services and why we are the best choice for your needs.
  • Better: Gutter cleaning in Leeds costs from £60 for a terrace and £120 for a detached house. See what is included, how long it takes and how to book.

Why does Google rewrite my title, and what can I do about it?

Google rewrites titles when it detects a problem. It considers the title element, visible headings, the og:title tag and anchor text, and it may generate a different title when yours is half empty, out of date, repeated boilerplate or does not match the page content 1.

You cannot force a title. You can make the original the best candidate. Make the H1 say the same thing as the title, remove stale dates, and avoid putting the site name twice. Google also says it must recrawl the page to see a change, which can take a few days to a few weeks 1.

If Google keeps replacing your title with the H1, that is information. It often means the H1 describes the page better than the title does.

What do AI assistants do with titles and descriptions?

Nobody outside the AI companies can say exactly. Google says there is no special markup or new file needed for AI Overviews or AI Mode beyond being indexed and snippet-eligible 5, and that you do not need to rewrite content only for AI systems 3. Microsoft says titles, descriptions and H1s help its systems interpret a page 4. We found no published study that isolates title wording as a cause of more AI citations, so we do not claim one. The honest position is that a clear title helps in two proven places: the click from a results page, and the system's first read of what the page is.

You can see which phrases Microsoft's systems used to retrieve your pages. Bing Webmaster Tools reports grounding queries, though Microsoft says this is a sample of overall citation activity 6. If your cited pages are retrieved for phrases missing from their titles, add those phrases where they fit naturally.

How do you check that a title or description change worked?

Compare click-through rate for the same page before and after, over equal periods. Search Console's Performance report lets you see which pages have the highest and lowest click-through rate, and its default view covers the past three months 7. Change the date range so both windows are the same length.

Wait until Google has recrawled the page before you judge. Use the URL Inspection tool to request a recrawl, then allow days to weeks 1. Change only a few similar pages at a time, so you can tell the change from a seasonal swing.

Judge by queries, not by one number. A new title can lower impressions for a loose query and raise clicks for the one you wanted. That is a good trade if the page now attracts buyers.

When is it not worth rewriting your titles?

Skip it when the page is not indexed, is thin, or answers nothing. A better title cannot fix that, and Google says indexing is never guaranteed 5. Fix the page first.

Skip it for pages that already earn clicks at a normal rate for their position. Rewrite the worst-performing pages that have real impressions: those are where a clearer promise pays back fastest. Start there, and leave the rest alone for now.

Frequently asked questions

How long should a title tag be?

Google sets no limit but shortens titles to fit the device width 1. A practical target is about 55 characters, with the main phrase in the first half and the brand name last. This is a rule of thumb, not an official number.

Is the meta description a ranking factor?

Google's snippet documentation covers meta descriptions only as a possible source for the snippet text and says nothing about ranking 2. Write it to earn the click and to describe the page accurately. Do not expect it to move you up the results.

Should I put my brand name in the title?

Yes, briefly. Google advises putting the site name at the start or end of titles, separated by a delimiter, and not repeating a long slogan on every page 1. Most sites put it last, so the main phrase is read first and survives truncation.

Why does Google show a different title from mine?

Google builds titles from your title element, visible headings, og:title and anchor text, and may replace yours if it is empty, outdated, repeated boilerplate or does not match the page content 1. Align your title with the H1 and remove stale dates.

Do I need different titles for AI search?

No separate version is needed. Google says optimizing for generative AI is still SEO and you need not rewrite content just for AI systems 3. Write one clear title that suits people, and keep it consistent with the H1 and description 4.

About the author

Rahil Jain

Rahil Jain is an AI SEO (answer engine and generative engine optimisation) consultant and co-founder of Chalk Labs.

LinkedIn · Method and credentials

Sources

  1. Influencing your title links in search results · Google Search CentralOpened October 20, 2026. Supports: No title length limit, truncation to device width, best practices, when and why Google rewrites titles, recrawl timing.
  2. Control your snippets in search results · Google Search CentralOpened October 20, 2026. Supports: Snippets come mainly from page content; meta description is a fallback; unique, summary-style descriptions; no stated length limit.
  3. Optimizing your website for generative AI features on Google Search · Google Search CentralOpened October 20, 2026. Supports: Optimizing for generative AI is still SEO; no need to rewrite content just for AI systems; Search Console measurement.
  4. Optimizing Your Content for Inclusion in AI Search Answers · Microsoft Advertising (Krishna Madhavan)Opened October 20, 2026. Supports: Microsoft says title, description and H1 are signals AI systems use to interpret purpose and scope, and should align.
  5. AI features and your website · Google Search CentralOpened October 20, 2026. Supports: A page must be indexed and snippet-eligible to be linked in AI Overviews and AI Mode; no special markup needed; indexing not guaranteed.
  6. Introducing AI Performance in Bing Webmaster Tools Public Preview · Microsoft Bing Webmaster BlogOpened October 20, 2026. Supports: Grounding queries show phrases used to retrieve cited content and are a sample of overall citation activity.
  7. Performance report (Search results): Overview and basic setup · Google Search Console HelpOpened October 20, 2026. Supports: Performance report shows pages with highest and lowest click-through rate; default view covers the past three months.
  8. Performance report (Search results): Advanced filtering and comparison · Google Search Console HelpOpened October 20, 2026. Supports: Custom (regex) filter for queries and pages; RE2 syntax; partial match by default; case-insensitive by default.
How this page was made. Built on Rahil Jain's AI SEO method and drafted with AI research assistance. Every statistic links to the page we read it on (opened October 20, 2026 or nearby). Published October 20, 2026; last updated October 20, 2026. Chalk Labs sells AI SEO services, so we have a commercial interest in this topic. Spotted an error? Tell us and we will fix it.