Write metadata that earns the click.

A useful title formula

Put the page topic first, then the brand when it fits. For a service page, use the service and audience or location: Framer Development for SaaS Teams | FrameCraft. Keep it specific enough to distinguish the page from neighbouring services.

Description checklist

This comes down to a handful of concrete details. Work through the list below and flag the ones you have not covered yet.

• Answer what the visitor will find.
• Use the page's actual differentiator, not a generic claim.
• Reflect the search intent and next step.
• Write a different description for every important page.
• Avoid promises that the page cannot support.

CMS metadata

For dynamic collections, map the title and description to record fields. Add a fallback for missing records, then test short and long values. A title field should be editorially controlled, while the brand suffix can be added by the template.

Common mistakes

Use the list below as a working checklist. Each item is something you can verify or action directly on your own site.

• Using the same title on every CMS page.
• Putting the company name before the topic on every page.
• Writing a description that describes the business but not this page.
• Changing metadata without updating the visible heading and content.

Length and truncation guidance

Here are the key things to get right. None of them are complicated on their own, but skipping one tends to undermine the rest.

• Keep titles under roughly 60 characters so they do not truncate on desktop results.
• Keep descriptions under roughly 155 characters, front-loading the key detail.
• Check longer titles on mobile, where the visible character count is shorter.
• Do not pad short titles with keyword strings just to fill the space.

Metadata audit sequence

Work through these steps in order. Each one builds on the last, so resist skipping ahead even if a step feels familiar.

1. Export every page title and description into a spreadsheet.
2. Sort for duplicates and flag any repeated pair across pages.
3. Check each CMS template against three real records, not just the first one.
4. Rewrite any title that could describe more than one page on the site.
5. Re-publish and re-crawl to confirm the live HTML matches the panel entry.