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A guide to create meta titles and meta descriptions

Want to make your meta titles and descriptions automatic, dynamic, and unique? Learn how to create them in the software.


Writing meta titles and meta descriptions is a very monotonous task. It feels like writing the same thing over and over again and it is difficult to be creative and create new expressions every time. 

But that could be over now! If you set up your meta titles and meta descriptions in the software they will be generated automatically and with dynamic and unique outcomes. 

Let us show you how to create them in the software.

Our recommendations are based on experience from other customers and we acknowledge that there are many different ways to write meta titles and meta descriptions. Make sure to do what matches your products and needs. 

Set up meta titles

It is recommended that you keep your meta titles under 60 characters.

When creating meta titles it is important that you know which keywords to write based on analysis from the search machines. You have few characters to play with so there is not much room for fun. Keep it simple and make sure it reflects relevant keywords. 

Relevant keywords could be the product name, the category, the product type, the vendor/brand, etc. You may have a good idea about which keywords would be most relevant, but we recommend that you do some kind of analysis - you might be surprised by the result. 

Create a structure

Start by making a structure for your meta titles. Due to the few available characters, it can be difficult to make up a unique structure, and therefore most companies use the same structure. 

Most meta titles are built in two, max three, joints. The first part is typically product-specific and the second part is typically specific to your own brand.

Start by creating two sentences in the software and e.g. call the first 'Product introduction' and the second the name of your brand. Read here how to add sentences and scenarios.

Sentence 2 could also be a CTA (Call To Action) or a USP (Unique Selling Point). 

Write the text

Let us start with the easy one; sentence 2. Here you write a text that says something about your brand. It could be the name of your company, your website or maybe you would like to push customers to buy the product by and write something like "Buy now". 

You can use the same expression in every meta title and only create one variant or make the software switch between different outcomes by creating more variants. 

Read here how to create and write variants.

It is common to use a dot, a hyphen, a vertical bar, or another symbol before this last part of the meta title. Here we used a vertical bar.

Now, let us go back to sentence 1.

If you want to use the product name here be aware of the length. If it is a short product name there might also be room for the vendor name (if it is not already in the name), but a long product name will probably take up most of the space.

You can solve this by creating two scenarios with conditions in sentence 1. The first scenario could then be 'Product introduction with vendor' and the second could be 'Product introduction without vendor'. Here you write the two different outcomes.

In most cases, it will be difficult to make more variants to the scenarios since it is primarily variables. But feel free to be creative.

Set up conditions

To calculate the max length of a product name (title) for scenario 1 to apply you can count the characters of the longest vendor name and put it together with the longest output from sentence 2. Remember to count spaces. 

The result of this could e.g. be 15 (vendor name) + 17 (sentence 2) = 32 characters. This would mean that scenario 1 only will apply to products with a name that is less than 28 characters.

You can then set up a condition on scenario 1 based on the product name. 

Read how to set up conditions

If the product name (title) is longer than 25 characters it will take scenario 2 with only the product name. 

But what if the product name (title) is longer than the max of 60 characters? 

We always recommend that you, as a backup, have set a condition on the scenario in the last sentence to make sure Google does not cut off the meta title. 

You do this by creating a condition based on the longest outcome in sentence 2 (in this case, the 17 characters which only gives us 40 characters left). 

This way, the software will only use the scenario in cases where the product name is no more than 40 characters long. 

The result now looks like this.

If you, in general, have long product names or just want the meta title to be more simple you can just delete the first scenario in sentence 1 and then the first part of the meta title will just be the product name. But remember to keep the condition in sentence 2.

Set up meta descriptions

It is recommended that you keep your meta description under 160 characters.

Setting up meta descriptions is basically the same procedure as the meta titles. Except that you have more characters to play with and can be more creative with the structure and the text. 

Like with the meta titles you need to be aware of relevant keywords in the meta descriptions. But it would be a good idea to make the descriptions more informative and use them to push the customers to buy the product. 

Create a structure

To make meta descriptions that are dynamic and as unique as possible we recommend that you create at least three joints (sentences). This could e.g. be an introduction, an elaboration specific to the category, and a concluding CTA (Call To Action) or USP (Unique Selling Point). 

Read how to add sentences and scenarios.

In sentence 1 you write an introduction including the product name and your own brand. It could e.g. look like this. 

Remember that the more variants you make - and with great use of synonyms and variables - the more dynamic and unique the meta description will be. 

Read how to create and write variants and how to add and create synonyms

If you want to highlight any promotions and it is in your data you can create another scenario with a condition based on the price. 

This way the software will choose scenario 1 if there is a discount on the product. If there is not, it would choose scenario 2. It will make the meta description dynamic based on data. 

In sentence 2 you can create a general sentence that will apply to all your products. But it is still a good opportunity to highlight some of your USP. If you e.g. have a large range of products that would be relevant to write in the text. It could look like this. 

And again, do not hold back with the variables and synonyms!

How you set up this element in the meta description will probably depend on your product range. If you have many different types of products it could be relevant to create several scenarios based on the categories. This makes it possible to write a text that is more specific. 

If you are worried about writing variants in sentence 2 that are too long compared to the characters you can set up conditions based on the name of the product. You can either do a calculation or do it on a hunch. 

Read how to set up conditions

Writing shorter variants in scenario 2 will then decrease the probability of the meta description being too long. 

At last, you write a lot of CTA and USP in sentence 3. It could look like this. 

It is common to use a dot, a hyphen, a vertical bar, or another symbol before this last part of the meta description. Here we used a vertical bar.

The result will then look like this. 

Count the characters in your meta title and meta description

Want to know how many characters there are in the meta title and description before publishing? Go to 'Stats' in the top menu and choose the section (e.g. meta description) you want to count.