Page titles and meta descriptions: your shop window in Google's results

Before a customer sees your site, they see two lines in Google's results: the blue title and the gray description. That's your shop window. If the title is too long, Google chops it in half ("Wooden toys for kids from age 1 an…"), and if the description is missing, Google makes up its own — often a nonsensical snippet from your footer. Both lower the chance the customer clicks on you.

The page title (title tag)

1. Up to ~60 characters. Google truncates longer titles. Put the most important words first.
2. Structure: "What | Brand". E.g. "Wooden toys for toddlers | NovakToys". For products, "Product name | Brand"; for categories, "Category — picks by age | Brand".
3. A unique title for every page. Ten categories all titled "Our e-shop" are ten indistinguishable pages to Google.
4. Write for people, not for the robot. "Cheap toys toys for kids toys online" convinces nobody — and Google rewrites a title like that anyway.

The meta description

1. ~120–155 characters. Longer gets cut off; shorter wastes the space.
2. Say what the customer gets. Free shipping, in stock, ships within 24 h, locally made — concrete reasons to click on you.
3. Don't copy the page's first paragraph. The description is ad copy, not content. Write it like a mini ad.
4. The description isn't a direct ranking factor — but it drives click-through rate, and that does affect positions. It pays to have one.

The most common mistakes from our check-ups

• Titles over 60 characters that Google truncates — customers miss what matters.
• Duplicate titles across categories (the template stamps the same pattern on all of them).
• Missing meta descriptions — Google then shows random snippets.
• Multiple H1 headings on one page — Google can't tell what the page is about.

The EshopMedic check-up finds all four automatically — including a list of the specific pages and the measured lengths.

Frequently asked questions