How to Optimise Meta Titles and Descriptions for Online Shops

Learn how to optimise meta titles and descriptions for online shops. Boost SEO and attract more customers with better metadata.

At Lillian Purge, we specialise in SEO for Ecommerce. This guide shows how to write meta titles and descriptions for online shops to boost SEO.

What Are Meta Titles and Descriptions?

Meta titles and meta descriptions are HTML elements that summarise the content of a webpage. They appear in search engine results, giving users and search engines a quick understanding of what your page is about.

The meta title is the clickable blue link you see in search results. It tells both Google and users what the page covers. The meta description is the short paragraph beneath the title, designed to encourage people to click. Together, they are the first impression your online shop gives in search results and play a key role in improving your click-through rate (CTR).

Why Meta Titles and Descriptions Matter for Online Shops

For ecommerce sites, meta titles and descriptions have a direct impact on visibility and sales. A strong title helps your product or category page appear for relevant search queries, while an effective description convinces users to visit your store rather than a competitor’s.

Even though Google sometimes rewrites meta descriptions, optimising them properly still influences how your brand appears in search. They also improve user engagement metrics, signalling to Google that your site is relevant and trustworthy.

How Search Engines Use Meta Information

Google uses the meta title as a key ranking factor when deciding what your page is about. The meta description, while not a direct ranking factor, affects CTR which indirectly influences performance.

If your title or description doesn’t match the user’s search intent, Google may replace them with other text from your page. This is why accuracy and relevance are crucial.

Ideal Length and Format

For best results:

  • Meta titles should be under 60 characters so they display fully on desktop and mobile.

  • Meta descriptions should be under 150 characters for clarity and to prevent truncation.

  • Include your target keyword near the start of the title and within the description.

  • Use sentence case for readability and professionalism.

Example:
Title: Organic Skincare Products | Natural Beauty Range
Description: Shop natural, cruelty-free skincare products made in the UK. Free delivery over £30.

How to Write Effective Meta Titles

1. Include the Primary Keyword
Start with your main keyword to make your page relevant to search queries. For example, if you sell handmade candles, include “handmade candles” or “soy candles” early in the title.

2. Add a Value Proposition
What makes your shop or product special? Add words like “Free Delivery”, “UK Made”, or “Eco Friendly” to stand out.

3. Mention Your Brand Name (Where Relevant)
Including your brand name at the end of the title builds trust and supports brand recognition. For instance: “Handmade Soy Candles | Glow Home UK”.

4. Match Search Intent
Think about what the user wants. Someone searching for “buy men’s running shoes” is ready to purchase, so your title should reflect that intent rather than offering general information.

5. Avoid Keyword Stuffing
Don’t repeat the same keyword multiple times. Instead, use natural phrasing and related terms.

How to Write Engaging Meta Descriptions

1. Focus on Benefits and USPs
Describe what the shopper gains from clicking. For example, “Shop our range of vegan protein powders with next-day UK delivery.”

2. Include a Call to Action (CTA)
Encourage clicks with phrases such as “Shop now”, “Discover more”, or “Order today”.

3. Use Your Keywords Naturally
Mention your target keyword once, ideally near the beginning, but write for humans first.

4. Reflect the Page Content
Your description must accurately describe what users will find. Misleading descriptions increase bounce rates, which harms long-term SEO.

5. Create Unique Descriptions for Each Page
Duplicate meta tags across multiple pages confuse search engines. Every product, category, and landing page should have unique metadata that reflects its content.

Optimising Meta Titles and Descriptions for Different Page Types

1. Product Pages

Each product page should focus on its specific name and main selling point.

Example:
Title: Men’s Leather Wallet | RFID Blocking | Free UK Delivery
Description: Premium men’s leather wallet with RFID protection. Handmade quality with free next-day UK delivery.

2. Category Pages

Category pages target broader searches and help customers browse your range.

Example:
Title: Women’s Running Shoes | Lightweight Trainers Collection
Description: Explore women’s running shoes built for comfort and performance. Free returns on all UK orders.

3. Blog or Advice Pages

Informational pages help attract users at the research stage and build authority.

Example:
Title: How to Choose the Right Mattress for Better Sleep
Description: Learn how to pick the perfect mattress for comfort and support. Expert tips from our UK bedding specialists.

4. Homepage

Your homepage should communicate your brand’s main offering and unique value.

Example:
Title: Eco-Friendly Homeware Store | Sustainable Living UK
Description: Discover eco-friendly homeware for modern living. Stylish, sustainable products delivered across the UK.

How to Scale Metadata for Large Online Shops

If you manage hundreds or thousands of pages, manually writing metadata can be time-consuming. Use dynamic templates to automate the process while keeping titles and descriptions unique.

For example:
Template for Product Titles: [Product Name] | [Category] | [Brand Name]
Template for Product Descriptions: Buy [Product Name] from [Brand]. [Main Feature]. Free UK delivery available.

Dynamic metadata can be managed through your ecommerce platform’s SEO tools. Shopify, WooCommerce, and Magento all allow bulk edits or the use of SEO plugins like Yoast or Smart SEO.

Avoid Common Mistakes

  • Using default titles: “Home” or “Product Page” offers no SEO value.

  • Writing vague descriptions: Always provide context and benefits.

  • Exceeding character limits: Overlong tags are truncated and lose impact.

  • Duplicating across pages: Each page should stand on its own.

  • Ignoring analytics: Review your click-through rates in Google Search Console and adjust underperforming tags.

Analysing and Improving Performance

Once your titles and descriptions are live, track how they perform. Use Google Search Console to view impressions, clicks, and average position. A high impression count with a low click-through rate means your metadata may not be persuasive enough.

Experiment with small changes, such as reordering words or refining CTAs, and monitor the results over time. Incremental improvements can significantly boost traffic without additional advertising spend.

Expert Tips for Ecommerce Metadata

  1. Research what top-ranking competitors use for their tags.

  2. Use action-driven words like “Shop”, “Discover”, or “Save”.

  3. Reflect your brand tone consistently across all pages.

  4. Prioritise high-traffic pages first when rewriting metadata.

  5. Include trust-building terms such as “Secure Checkout” or “Free Returns”.

  6. Review your metadata every few months to keep it relevant.

Final Thoughts

Optimising meta titles and descriptions for online shops is one of the simplest yet most effective SEO steps you can take. Well-written metadata not only helps search engines understand your content but also persuades potential customers to visit your store.

By combining accurate keywords with compelling copy, your ecommerce site can achieve higher rankings, stronger brand visibility, and better conversion rates. Over time, these small optimisations can have a major impact on your organic growth and sales performance.

Read How to optimise ecommerce images for SEO and Writing product descriptions that rank and convert, plus find more in our Ecommerce Hub.