Your title tag and meta description are your advert in Google's results. Ranking on page one isn't enough; people have to choose your result over nine others. A better title can increase clicks without any change in ranking.
The title tag
The title tag is the clickable blue headline in search results and the text on the browser tab:
<title>Accountants in Colombo | Tax & Company Registration | ABC Associates</title>
Why it matters
- It's one of the strongest on-page signals of what your page is about
- It's the first thing searchers read
- Google often uses it as-is, though it sometimes rewrites titles
Title tag guidelines
- Around 50 to 60 characters, so it isn't cut off. Google measures by pixel width, so this is a guide, not a rule.
- Main keyword near the start
- Unique for every page
- Brand name at the end, or leave it out on long titles
- Match the page: misleading titles get rewritten by Google and lose trust
Title formulas that work
- Service + location + benefit: "AC Repair in Kandy | Same-Day Service | CoolTech"
- Question format for guides: "How Much Does SEO Cost in Sri Lanka? (2026 Prices)"
- Number + benefit: "12 Ways to Get More Google Reviews (Without Breaking Rules)"
- Product + key detail: "Ceylon Black Tea 500g, Single Estate | Ships Worldwide"
The meta description
The meta description is the short summary under the title in search results:
<meta name="description" content="Chartered accountants in Colombo 3. Company registration, tax filing and bookkeeping for SMEs. Fixed fees from Rs. 15,000. Call or WhatsApp today.">
Does it affect rankings?
Not directly. But it affects click-through rate, and more clicks from the same ranking means more customers.
Meta description guidelines
- About 140 to 160 characters
- Summarise the page and answer "why click this?"
- Include the keyword: Google bolds matching words
- Add specifics: prices, locations, numbers, timeframes
- End with a reason to act: "Get a free quote", "See prices", "Book online"
- Unique for every important page
Google rewrites many descriptions to match the search. That's normal. Write a good one anyway; it's used often, especially for main searches.
Sri Lankan examples
| Weak | Strong |
|---|---|
| Home - Lanka Tours | Sri Lanka Tour Packages 2026 | Private Drivers & Custom Itineraries |
| Services | Wedding Photography in Kandy | Packages from Rs. 85,000 |
| Welcome to our website | Ayurvedic Spa in Bentota | Treatments, Prices & Online Booking |
Common mistakes
- Same title on every page, often just the business name
- "Home" as the homepage title
- Keyword stuffing: "SEO Sri Lanka, SEO Colombo, SEO Company Sri Lanka, Best SEO"
- Missing meta descriptions, leaving Google to pick random text
- Titles too long, with the important part cut off
Find pages to improve
In Google Search Console's Performance report, find pages with high impressions but low CTR. Rewrite their titles and descriptions, then compare after 4 to 6 weeks. See our Search Console guide.
Check yours now
Our free SEO health check checks your title and meta description length instantly. The blog editor on this site even shows a live Google preview while writing. For a full on-page review, see our SEO audit service.