Title tags and meta descriptions

The <title> element is the main source of your title link, the clickable headline in search results. The meta description is one source of the snippet beneath it. Together they are your page's advert in the results, and you control both.

How Google builds the title link

Google uses the <title> element most of the time. It can also use the main visible heading, og:title, other prominent text, link anchor text, and WebSite structured data. When your title is vague, stuffed with keywords, the same as on other pages, or does not match the page, Google is more likely to choose something else.

Writing a good title

A reliable pattern is topic first, then what makes it specific, then the brand:

Page	Weak title	Better title
Service	Paslaugos	Nešiojamų kompiuterių remontas Šiauliuose | Servisas
Category	Batai	Vyriški žygio batai | Outdoor parduotuvė
Article	Naujienos	Kodėl kompiuteris neįsijungia: 7 priežastys ir sprendimai
Product	Produktas 2381	Lenovo ThinkPad T14 Gen 5, 16 GB, 512 GB SSD

Practical rules:

• Unique: every indexable page needs its own title.
• Leading words matter: put the topic first, because the end may be cut off.
• Match the intent: a guide's title promises an answer, and a shop category's title names the products.
• Natural language: write for a person scanning ten results.

Use the snippet preview to see how a title might be cut off. The pixel guide there is a rule of thumb, not a Google limit.

Meta descriptions

Google mainly builds snippets from page content. It uses your meta description when it describes the page better than the page text does for that search.

• Write a unique description for important pages that summarises what the visitor gets.
• Include concrete details such as price, delivery, guarantee, location, or what the reader will learn.
• For large catalogues, generate descriptions from structured product data rather than leaving them all identical.
• Do not write lists of keywords.

Site name

The name shown above your URL in results is the site name. Google picks it automatically, mainly from the home page. The strongest way to state your preference is WebSite structured data on the home page:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "Servisas",
  "alternateName": ["Servisas.lt"],
  "url": "https://example.com/"
}
</script>

Use the same name consistently in your home page title and headings, and validate the markup with the Schema Markup Validator.

Measuring the effect

After publishing new titles, compare the page's CTR and clicks in Search Console before and after the change, over a few weeks. Compare like with like: CTR depends heavily on position, so a page that moved up will also gain CTR for that reason. Record the publish date in the Pages tab so you know where "after" begins.