SEO basics – how Google desplays your site in searach results

Title tag


The title tag is displayed in search results or after hoovering over the browser tab with the mouse pointer in which your website is viewed.

The best practice for title tags:

  • should have 55/60 characters or less in length – if longer, additional characters may not be presented in search results and may be cut off, which may not be appealing to users.
  • place the most important message at the beginning – beginning has the biggest weight because google considers first information as the most important.
  • The brand name should be at the end – unless you count on the power of the company name. When your business is small, keep the name at the end.
  • To split description and brand, use pipe symbol between the two.
  • Use hyphens (-) to separate keywords and phrases
  • Avoid using special characters that may not be displayed correctly.


Meta description


It’s shown in search results, it influences the user to click and checks your website instead of your competitors. Unlike the title tag, keywords within the meta description will not help the site rank better for those keywords. Google highlights the searched keywords in the description to draw the attention of the user and help him to make a decision on selecting which link he should click.

  • Meta description should endorse the user to click on a link and accurately describe the content
  • Include keywords
  • Better to use a real description not only keywords, which may not build the overall website message.
  • Limit your description to under 160 character – if more, rest characters can be cut off or not used (Google may show their description based on a page content or some part of the page which contains the searched keywords)
  • Bloggers usually leave the decision of choosing the meta description to Google
  • Static pages or articles should rather write their own description because they know what people are likely to look for.
  • Include a call to action, which increase click-through rate, for instance: Click, Learn more, Find out.
  • Avoid quotations and special characters. Quotations will cause your meta description to be cut off.


Social media use meta description of the page when you or another user post your page’s link to a social media.

I have my shop in Shopify, here are the steps to find the title and meta description in Shopify admin panel:
Online store/Preferences -> the first window on the right site “Title and meta description”


URL optimization

URL is the address which points to a website or a document. It describes the page to users and search engines (Google). Should be brief, relevant and contain important keywords.

  • Place significant keywords at the beginning of URL as much as possible
  • Keep it short

Changing URL is very complicated and may lead to losing older links. The best is to focus on optimizing URLs at the beginning of creating a new site or page.

  • When you decide to change URL, use 301 redirect


Based on course led by Rebekah May – Search Engine Optimization Fundamentals by University of California, Davis on

Here you find more information


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