Write SEO titles and meta descriptions

Kite begins with an inventory, because you can't fix what you haven't seen. It reads each page on your site and records its current title and description. It flags pages with no title or no description, pages that share a title with another page, and titles or descriptions too short or too long to work well in a search result.

The inventory usually turns up the same few patterns. A site might have six pages titled with only the company name, a blog where every post uses the homepage description, and a pricing page whose description still mentions a plan you retired. Each of these is a small problem on its own. Across a whole site, they add up to dozens of search results that don't tell anyone why to click.

Kite also reads what each page actually covers, so it knows what the new title and description should say. It already knows your products, customers, and positioning from its research on your company, so it can tell a core product page from a two-year-old announcement.

The pages worth rewriting first are the ones Google already shows often but people rarely click. Kite finds them by comparing each page's click rate with the rate pages at the same position in Google usually get.

Here's how that works for a single page. Say a Denver bakery's cakes page shows up around fifth in Google for "custom birthday cakes denver." Over 28 days, Google showed it 3,000 times and 36 people clicked, a click rate of about 1.2 percent. Pages in fifth place usually get about 7 percent. The page is ranking well enough, but its title, "Cakes | Rosie's Bakery," gives searchers no reason to choose it. If it earned the usual rate, it would get about 170 more visits in the same four weeks.

Kite runs that comparison across every page with enough search data to judge, which means at least 200 appearances in Google over 28 days and an average position on the first two pages of results. It ranks the pages by how many clicks each one is missing and brings you the biggest opportunities first. For each one, it reads the searches that show the page most often, so the new title and description can answer them directly.

Pages without much search data still get good titles and descriptions. Kite writes those from what the page covers and the searches your customers are likely to make, using the keyword and search-volume data built into Kite.

A good meta description tells the searcher what they'll get on the page and gives them a concrete reason to pick it over the other results. Kite writes each one from three things: the searches that show the page, what the page actually says, and what makes your business the better choice.

Kite applies the same thinking to the title. The words a person searched for belong near the front, because Google bolds matching words and readers scan for them. The rest of the title says what makes the page worth opening, such as a location, a price, a format, or a specific outcome.

For the bakery's cakes page, Kite might propose this:

• Title: Custom Birthday Cakes in Denver | Rosie's Bakery
• Meta description: Order a custom birthday cake in Denver up to two days ahead. Pick from twelve flavors, add a message or photo, and choose pickup or delivery.

Every detail in that description has to come from the page itself. If the page doesn't say "twelve flavors," Kite doesn't either. A description that promises something the page can't deliver earns a click and then loses the visitor, and Google is also more likely to replace it with text from the page.

Kite writes every title and description in your brand voice and keeps each one different from the others on your site. For a set of finished examples across different kinds of pages, see Meta description examples that win clicks, with SEO titles to match Coming soon .

An SEO title should usually be about 50 to 60 characters, and a meta description about 150 to 160. Google doesn't count characters exactly. It cuts titles and descriptions that run wider than the space in its results, which is why longer ones end in an ellipsis, and the space on a phone is narrower than on a laptop.

Kite writes inside those limits and puts the most important words first, so the point survives even when a result gets shortened. On sites Kite hosts, its checks flag any title over 70 characters and any description shorter than 50 or longer than 170, so a page that slips outside the range gets caught.

Kite also accounts for your brand name. On sites it builds, every title ends with your brand, such as "| Rosie's Bakery," unless the title already includes it. Kite counts that ending as part of the length, so the brand doesn't push the important words out of view.

After you approve the changes, Kite writes them into your website, and how it does that depends on where the site runs.

On a site Kite builds and hosts, Kite updates each page's title and description directly, and the same text is used when someone shares the page on social media. The changes wait as unpublished changes you can preview, and when you publish, Kite shows the list of changes that will ship. Any page that still has no description of its own gets one drawn from its opening text, so nothing ships blank, though a description Kite writes for the page will do better than that fallback.

On a Webflow site, Kite updates the SEO title and meta description in each static page's settings. For blog posts and other CMS pages, it finds the fields your collection template uses for the search title and description and updates them for each item. If a collection has no such fields, Kite tells you, because every item in it is sharing one template's settings.

On a self-hosted WordPress site, Kite rewrites each post's title and excerpt. When your site lets outside apps reach your SEO plugin's title and description fields, Kite sets those too. Otherwise, it gives you the title and description to paste into the plugin. On WordPress.com, Kite's connection publishes new posts, so it writes each new post's title for search as it publishes.

A new title and description only count if more people click, so Kite measures each page it changed. It waits until the page has four weeks of Search Console data after the change, then compares its clicks, appearances, and click rate with the four weeks before.

Kite only reports a result when each period has at least 100 appearances in Google. Below that, a few clicks either way can swing the click rate by several points, and the comparison would tell you more about chance than about your new title.

The results shape the next round. If the bakery's cakes page jumps from 1.2 percent to 6 percent, Kite knows that naming the city and the ordering details worked, and it can apply that lesson to the bakery's other product pages. If a page doesn't move, Kite looks at what else might be holding it back, such as a competitor's richer listing or an AI Overview at the top of the results. Shortly after each publish on a site Kite hosts, Kite also checks the site's search basics and emails whoever published if a page went live with a missing or duplicate title.