When you search for something on Google, about ten results appear. Each has a blue headline on top and a two-line description underneath. You look at them and pick one within seconds. So what does someone searching for your business see on the screen? Have you ever checked?
Most business owners don't know how their site looks on Google. Yet customers decide before they enter your site, and they decide by looking at these two small pieces of text. In this article I'll explain why that headline and the text under it are a shop window, show good and bad examples, tell you how to check your own site and what to ask your expert.
The shop window on the results page
A shop window helps you decide whether to walk in. On a Google results page, your window is the blue headline and the description below it. Technically the first is called the title tag and the second the meta description. Visitors see them not on your site, but on Google's own page.
If your Google search title is dull, you don't get clicked even when your ranking is good. If your ranking is a bit lower but the window is clear and trustworthy, you still catch attention. So these two texts decide whether your effort on Google turns into customers.
Good and bad examples
Let's look at examples. Imagine a dental clinic in Leeds.
Bad example:
- Title: "Home"
- Description: "Welcome. Welcome to our website. Dentist dentist dental clinic dental treatment implants."
You can't tell what they sell or where they are. The text doesn't read naturally either.
Good example:
- Title: "Dentist in Leeds | Implants and Teeth Whitening"
- Description: "Complete dental care in Leeds, from check-up to treatment, all in one place. Call us or fill in the online form to book an appointment."
Now for a hotel:
Bad example:
- Title: "Our Hotel - Home - Booking - Contact"
Good example:
- Title: "Cosy Hotel in the Lake District | Breakfast Included"
- Description: "Lake-view rooms, a home-cooked breakfast and free parking near Windermere. See available dates and book directly with us."
What the good examples share is that they say three things: what you do, where you are and the next step for the customer. No exaggeration, no exclamation marks, no repetition. The same logic works for a lawyer, a plumber or a restaurant: the service, the town and an invitation. Keep it short and clear; if it's too long, Google cuts off the end and the sentence is left hanging.
One more thing: customers are often in a hurry and read only the headline. So the most important information belongs at the start of the title. If your business name isn't well known, it's better placed at the end. The description supports the title: you can add a reassuring detail such as opening hours, a free first consultation or a quick reply, but only if it's true.
Every page needs its own title
A mistake I often see is every page on the site appearing with the same title. All of them say "Company Name" or "Home". It's like hanging the same sign in every window of a shop.
But sometimes the customer isn't looking for the home page, they want your "implant prices" page. The page for each service, each room and each product should carry its own headline and description that explains its own topic. That way Google and the customer both understand what each page is about.
Google sometimes rewrites the text
You may be surprised, but Google doesn't always show the text you wrote. Depending on the search words, it may pick another sentence from your page as the description or change the title. That's normal, and often happens because a sentence on the page matches the search better.
So the aim isn't to force Google, it's to give it a good suggestion. If the title and description are clearly written, Google often uses your version. If they're inconsistent or empty, it makes its own choice, and that doesn't always suit you.
What you can check yourself
- Search for yourself on Google. Type your business name, and a phrase like "service plus town" (for example "dentist Leeds"). See how your site appears.
- Ask yourself three questions. Does the title say what I do? Is it clear where I am? Would a customer click on this?
- Search for different pages. Type the name of a service page and look. If all of them appear with the same title, there is a problem.
- Look for cut-off sentences. If the end is replaced by three dots, the title or description is too long.
- Show a friend. Show the results screen to someone non-technical and ask "Would you have clicked this?"
What should you ask the expert for?
Ask the person doing this work for the following:
| Request | Why it matters |
|---|---|
| A separate title and description for every important page | Each page shows up for its own search |
| The words customers really search for | A customer who sees their own words clicks |
| Town and service in the title | Helps in local searches |
| Your approval before publishing | You set the right, professional tone |
| A check on Google after publishing | Shows how the text really appears |
You can also ask the expert for a short list of which pages have missing or duplicated texts. That makes the time needed clear too. On a small site, fixing all the titles is usually a few hours' work; it may take days or weeks for the results to show up on Google.
Frequently asked questions
Will my ranking suffer if I change the title?
Done properly, no; clicks usually go up. But changing a title carelessly can blur the page's topic. That's why it's good to make the change with an expert.
Does the description directly affect ranking?
It isn't a direct ranking factor. But when more people click, your visitor numbers grow. That's the real benefit.
If Google changes it, is what I wrote pointless?
No. Most of the time your text is used. Even when it's replaced, a well-written title and description help tell Google what the page is about.
How often should I update it?
When you add a new service, when a promotion or price changes and when the site is redesigned. Otherwise a check once a year is enough.
Conclusion
Your Google title and the text beneath it are your first meeting with a customer. It looks small, but it's the visible face of your effort. Search for yourself on Google today and see how your window looks. If it needs fixing, have a look at my SEO services.