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Writing meta titles & descriptions to improve SEO

Welcome to the third article in our SEO series. We started the series with the SEO Mindset and then moved onto SEO key phrases.

What’s the next step a person takes after they’ve typed their search keyphrase into Google and hit enter?

Google presents them with millions of results and now they need to figure out which result is relevant for what they seek. Each result shows a title and description.

Today we’re going to cover Meta Titles (aka title tags) and Meta Descriptions for your Recruitment Agency website SEO. By the end, you will have an understanding of what meta titles and descriptions are, why they’re essential for SEO and best practices for creating your meta titles and descriptions.

What are meta titles and descriptions?

  1. They help search engines get an understanding of what your page is about.
  2. They give people a snippet of information in a Google search before clicking the link to visit your website.

A title tag is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing. The title tag of a web page is meant to be an accurate and concise description of a page’s content.


It’s important to remember that meta titles and descriptions do not appear anywhere on your website content. Don’t get a meta title tag confused with a page title.

Why they are important

Hidden Depth specialises in responsive web design. Our main customer base is in Dublin, Ireland.

Responsive web design is not mentioned at all on our homepage. Yet if you Google ‘responsive web design Dublin’ you’ll find us first in the search results.

Our homepage title ‘Get a website you’re proud to show the world’. That’s a page title and a strong call to action for someone who wants a great website, but it’s not a keyphrase someone will type into Google and expect to find a web design agency. We use the meta title to optimise our SEO for keyphrases we know people are typing into search engines.

Our title and description help Google understand that we are all about WordPress web design and responsive web design. Secondly, the title is a clear indication that you’re in the right place if you need a responsive WordPress website.

A word of warning; Google may decide your meta title or description is not relevant and replace them with other content from that page on your site. So don’t try to fool Google with meta content unrelated to what your webpage is about.

Meta title best practices

The ideal title length differs from one SEO expert to the next. We recommend using the Yoast SEO WordPress plugin which will show you a coloured bar that turns green when you have reached the ideal meta title length of between 150 and 170 characters.

There are two considerations in title length:

  1. Google cuts titles off after 150 and 170 characters, which is means anything after this will not be visible to people viewing your title in search results.
  2. Even though people may not be able to read the full title; search engines still can so it’s ok to go over the recommended length if there are keywords you want search engines to know about in your title.

What to write

  • If you are trying to build brand awareness, include your company name at the start or end of the title. Everyone wants to build brand awareness but consider whether having your company name in the title will be helpful to the viewer or hinder their focus.
  • Include your keyphrase for that page

Test your titles

  • CoSchedule provides a great headline testing tool that gives your title a score and information on how to improve it.
  • Headline analyzer is a more simple tool but is also really helpful when testing titles.

Meta description best practices

The second most important thing people see about your site before they click the link.

Think of your description as a follow on to your title. For example, If your title raises a pain point then tell people that you can solve this in your description.

The same approach used for your title should be followed for your description. If you’re using Yoast SEO, again they have a handy indicator bar for ideal description length.

As we discussed in the SEO mindset article in this series, don’t create SEO content just for Google. Think of the meta title and description as an advert for your recruitment agency website.

There are a lot of approaches you can follow when it comes to your recruitment agency seo meta title and description content

  1. Does what it says on the tin. Create copy that is obvious and what people expect. This means they use less brainpower and are confident they know what to expect on your webpage.
  2. The problem. Your title and description can empathise with the problem your ideal client or candidate is facing. Are they looking feeling undervalued? Have a long commute? A horrible boss?
  3. The solution. Show people that you are the solution. Is someone looking for a new challenge? A company that values them? Remote working so they can have more family time?
  4. Be different. If all other agencies are using long titles then create something short and snappy. If they are formal, you could use informal content.

Next up we’ll cover how to create search optimised URLs for job roles.

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