Blog Post

If your pages aren’t getting clicks—or worse, they’re not even appearing in search results—meta tags might be the quiet culprit.

They’re not flashy. They don’t show up on the page. But meta tags quietly shape how search engines understand your content and how users engage with your site in search results.

I’ve seen poorly written meta tags tank performance. I’ve also seen a single well-optimized meta title lift CTR by 25%—with no other changes to the content.

In this guide, I’m breaking down what meta tags are, how I use them effectively, and the simple rules I follow to make them work in 2025.

• What meta tags are and where they show up
  
• The ones I actually use (and the ones I skip)
  
• How I write titles and descriptions that attract clicks
  
• Common mistakes I fix regularly
  
• My personal meta tag checklist before publishing
  

New to this stuff? You might want to start with this guide to on-page SEO and then come back here.

Meta tags are bits of HTML that tell search engines and browsers about the content on a page. They don’t appear on the front end—but they’re visible in:

• Google search results (title + description)
  
• Social shares (if you’ve added Open Graph tags)
  
• Browser previews and tabs
  

They work quietly behind the scenes to:

• Describe the page’s content
  
• Influence how the page appears in search
  
• Signal what should and shouldn’t be indexed
  

Simple? Yes. Optional? Absolutely not.

Yes, Google rewrites many meta descriptions.
Yes, it sometimes adjusts your titles too.

But here’s why I still write them:

• They improve click-through rate (CTR) when shown
  
• They control how your content is introduced to searchers
  
• They help reinforce the topic and intent of the page
  

When meta tags are missing or vague, you’re leaving your first impression up to Google’s AI—and that’s risky.

Not all meta tags are created equal. Here are the ones I consistently use—and why.

This is the clickable blue headline in search results and browser tabs.

• Max 60 characters
  
• Primary keyword included naturally
  
• Always clear about what the page offers
  
• Not stuffed or spammy
  

Bad: SEO SEO SEO | SEO Tips SEO Guide 2025
Better: How to Write SEO Titles That Get More Clicks

I’ve written more on this process in this meta title optimization post.

This short blurb appears under your title in search results. While it doesn’t directly impact rankings, it can make a big difference in CTR.

• Max 160 characters (I aim for 150–155)
  
• One sentence summarizing the value of the page
  
• Ends with a soft call to action like “Learn how” or “See examples”
  

Weak: Welcome to our website. We offer solutions for all needs.
Stronger: Learn how I write meta tags that increase clicks with clear structure, keyword tips, and real examples.

Google might rewrite it—but when they don’t, you’ve got full control.

This tells search engines whether to index and follow the page.

I use this when I want to:

• Prevent a page from appearing in search (like confirmation or thank-you pages)
  
• Block links from passing SEO value (rare, but sometimes useful)
  

Example:

<meta name=”robots” content=”noindex, nofollow”>

If I want a page to be indexed and followed (default), I don’t include it.

Canonical tags tell search engines which version of a page is the “main” one when duplicates exist.

I use this:

• On product pages with filters or sort URLs
  
• When syndicating content or sharing across platforms
  
• On blog posts accessible from multiple category pages
  

Example:

<link rel=”canonical” href=”https://mkh.llc/meta-tags-explained” />

These aren’t essential for every page, but I include them on key content:

For better social previews on Facebook and LinkedIn.

<meta property=”og:title” content=”Meta Tags 101″ />

<meta property=”og:description” content=”Learn how to write meta tags that increase clicks and visibility.” />

Same idea, but for Twitter/X.

<meta name=”twitter:card” content=”summary” />

<meta name=”twitter:title” content=”Meta Tags 101″ />

Most SEO plugins handle these, but I still review manually.

They belong in the <head> section of your page’s HTML. If you’re using WordPress, you’ll find them handled by your SEO plugin (Yoast, Rank Math, etc.).

But I still inspect the source code on important pages to make sure everything’s rendering correctly.

Every page should have a unique title and meta description. No exceptions.

Anything over 60 characters risks getting cut off in search results.

Google can smell it. So can users. A good rule? If it reads like a robot wrote it, rewrite it.

I still find sites with no title or description tags on half their pages. Don’t be that site.

Your meta tags should match what the page delivers. No bait-and-switch tactics.

Before publishing, I preview titles and descriptions using:

• Yoast or Rank Math (in WordPress)
  
• Portent’s SERP Preview Tool
  
• Google Search Console (after publishing)
  

If something looks off—gets cut off, sounds flat, or doesn’t match the intent—I rewrite it.

Before I hit publish, I ask:

• Does the title include the main keyword?
  
• Is the title under 60 characters?
  
• Is the description under 160 characters?
  
• Do the tags match the page’s content and purpose?
  
• Are canonical and robot tags used correctly?
  
• Are they unique across the site?
  

I also read them out loud. If they don’t sound helpful, they’re not ready.

Meta tags might be invisible on your site—but they make a visible difference in your results.

They help you:

• Stand out in search results
  
• Clarify your content’s purpose
  
• Increase the chance someone will click
  

In my own work, meta tag updates are one of the easiest wins I look for—especially on pages that are ranking, but underperforming in traffic.

If you’re not writing or optimizing your tags, you’re leaving traffic on the table.

Need help auditing or rewriting your site’s metadata? That’s exactly what I do.