Guide to Great Meta Titles & Descriptions

Oct 15 2025

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The Complete Guide to Meta Titles and Descriptions for Shopify Stores

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Your meta titles and descriptions are your shop window in Google’s search results. They’re the first impression potential customers get of your products, yet most Shopify store owners leave them on autopilot, and wonder why their rankings never improve.

If you’re relying on Shopify’s default meta data, you’re actively hurting your SEO performance. Let me show you why, and more importantly, how to fix it. If you aren’t sure whether to trust me, go and read Google’s guide on how to write meta descriptions which aligns with mine but you’ll see mine is a much more in-depth guide, specific to Shopify merchants.

Why Shopify’s Default Meta Data Is Costing You Sales

When you create a product, collection, or page in Shopify without customising the meta data, Shopify automatically generates it from your product title and description. That seems helpful when you’re a small business with limited resources, I get it.

However it’s not the best solution long term and if you aren’t an SEO expert, here’s the reasons why:

1. Length Issues

If you let Shopify use the standard product title for your Meta Title, Shopify doesn’t optimise it for Google’s display limits. Your carefully crafted product title might be 80 characters long, but Google only shows approximately 60 characters for a Meta Title in search results. The rest gets truncated with an ellipsis (…), often cutting off crucial information (see screenshot below). The alternative is that Google automatically generates its own version based upon the info it can find.

Meta Titles truncated in Google search results

Example of what happens:

  • Your product title: “Women’s Waterproof Walking Boots – Leather Hiking Boots with Vibram Sole – Brown and Black”
  • What Google shows: “Women’s Waterproof Walking Boots – Leather Hiking Boots…”
  • What got cut off: Information about the Vibram sole and colour options

2. No Search Intent Optimisation

Without writing your own meta description, Shopify will use your product description for it. Default meta data is only as good as your description is and the two don’t necessarily go hand-in-hand. It doesn’t include the action words that match what people are actually searching for. More on this further in the article.

3. The 320 Character Myth

Shopify’s own guidance suggests meta descriptions can be up to 320 characters. This is outdated advice. Google typically displays 150-160 characters on desktop and even less on mobile. Anything beyond that gets cut off.

Writing 320-character descriptions means:

  • Your key selling points get buried
  • SEO audit tools (like Ahrefs, Screaming Frog, SEMrush) flag them as too long
  • You’re wasting time writing content that won’t be seen

The reality: Aim for 150-160 characters maximum. Front-load the important information.

4. Duplicate Content Across Variants

If you sell the same product in multiple colours or sizes without customising meta data, you’re creating multiple pages with identical or near-identical meta information. Google doesn’t like this and you are very unlikely that all products will have visibility in the SERPS.

Understanding Search Intent: The Foundation of Effective Meta Data

Before you write a single meta title, you need to understand search intent. Different page types serve different purposes, and your meta data should reflect this.

Product Pages: Transactional Intent

People landing on product pages are ready to buy (or very close to it). Your meta data should include action words that match this intent:

Effective action words include:

  • Buy
  • Shop
  • Order
  • Get
  • Purchase

Examples:

  • Bad: “Women’s Walking Boots | YourStore“
  • Good: “Buy Women’s Walking Boots | Leather Hiking Boots | Free Delivery”

Collection Pages: Browsing Intent

Collection pages are for people who know the category but haven’t decided on a specific product yet.

Effective action words here include:

  • Browse
  • Shop
  • Explore
  • Discover
  • View

Examples: 

  • Bad: “Walking Boots | YourStore” (walking boots on its own could have an informational intent rather than transactional)
  • Good: “Browse Women’s Walking Boots | Waterproof Hiking Boots | UK Wide Delivery”

Informational Pages: Guidance Intent

Blog posts, size guides, or “About” pages serve people looking for information.

Effective action words:

  • Learn
  • Discover
  • Guide
  • How to
  • Find out

Examples: “How to Choose Walking Boots | Complete UK Buyer’s Guide 2025”

Footnote:

For the love of God, please do not use “Elevate”. ChatGPT has absolutely killed this

The Meta Title Formula That Actually Works

Structure for Product Pages:

[Action Word] [Product Name] | [Key Feature/Benefit] | [Brand/Store Name]

Examples:

  • “Buy Merino Wool Base Layers | Lightweight & Thermal | OutdoorGear UK”
  • “Shop Vintage Leather Satchels | Handmade in UK | Heritage Bags Co”
  • “Order Fresh Coffee Beans | Small Batch Roasted | BeanSource”

Structure for Collection Pages:

[Action Word] [Product Category] | [Key Descriptor] | [Brand/USP]

Examples:

  • “Browse Men’s Suits | Tailored & Made to Measure | London Tailors”
  • “Shop Running Shoes | Premium Trainers for All Terrains | RunUK”

Character Limits:

  • Minimum: 50 characters (too short looks thin in SERPs)
  • Optimal: 50-60 characters
  • Maximum: 60 characters (before truncation begins)

Advanced tip: Google measures by pixels, not characters, so characters like ‘W’ and ‘M’ take up more space than ‘i’ and ‘l’. Preview your titles using a tool like Yoast’s Google Preview or Moz’s Title Tag Preview for a more accurate representation.

The Meta Description Formula

Your meta description is your sales pitch in search results. You have 150-160 characters to convince someone to click your result instead of the nine others on the page. Remember this is your shop window to hook people and get them to click through to your site.

Effective Structure:

[Key benefit/problem solved] + [Supporting detail/feature] + [Call to action]

Product Page Example:

“Waterproof walking boots with Vibram soles and leather uppers. Designed for UK trails with ankle support and all-day comfort. Free delivery over £50.” (158 characters)

Collection Page Example:

“Browse our range of waterproof walking boots for men and women. Premium brands, Vibram soles, and free UK delivery. Shop now and save 15%.” (151 characters)

What to Include:

  1. Main benefit (what problem does this solve?)
  2. Key differentiator (why choose you over competitors?)
  3. Trust signal (free delivery, reviews, guarantee, official stockist, UK-based)
  4. Call to action (shop now, browse range, order today)

What to Avoid:

  • Keyword stuffing (“Walking boots, hiking boots, waterproof boots, leather boots…”)
  • Generic statements (“High quality products at great prices”)
  • Wasting characters on obvious things (“Welcome to our website”)
  • Duplicate descriptions across multiple pages

Conducting Competitor Research: The SERP Audit

Before writing your meta data, see what’s already ranking. This is essential if you are wanting to go one-step further than your competitors and essentially use them as a case study to help you rank higher than them.

Manual Method (Free):

  1. First page audit: Search for your target keyword in incognito mode
  2. Document the top 10 results in a spreadsheet with these columns:
    • Position
    • URL
    • Meta Title (what’s displayed)
    • Meta Description
    • Title Length (character count)
    • Notes (what stands out?)
  3. Second page audit: Click to page 2 and document positions 11-20
  4. Identify patterns:
    • What action words are top-ranking pages using?
    • What’s the average title length?
    • Are they front-loading brand names or keywords?
    • What benefits are they highlighting in descriptions?

Automated Method (Ahrefs):

If you have access to Ahrefs (or similar tools like SEMrush), this process is much faster:

  1. Use the Site Explorer tool
  2. Enter a competitor’s URL
  3. Go to Organic Keywords
  4. Filter for keywords you want to target
  5. Export the data including URLs, titles, and descriptions
  6. Analyse patterns in bulk

What You’re Looking For:

  • Title patterns: Do they lead with the keyword or brand name?
  • Description hooks: What makes you want to click?
  • Gaps: Are they missing benefits you could highlight?
  • Length consistency: Are top rankers using shorter, punchier titles?

A Word of Caution: Not Every Page Needs Optimisation!

Here’s something most SEO tools won’t tell you. Just because a page exists doesn’t mean you want it ranking highly in Google.

When NOT to Optimise Meta Data:

1. Discount Collections

Many stores create collections purely to run discount codes or promotions (e.g., “VIP15” collection for 15% off VIP customers). These pages:

  • Aren’t meant for public discovery
  • Would confuse organic traffic
  • Might cannibalise your main category pages

2. Test or Seasonal Pages

Holiday-specific collections or A/B test pages that aren’t your primary sales channels.

3. Admin or Checkout Pages

Obviously, but worth stating.

Your Two Options To Combat This Situation:

Option 1: Hide from Online Store Channel In Shopify, you can remove pages/collections from the “Online Store” sales channel. This:

  • Prevents Google from indexing them
  • Keeps them functional for discount codes
  • Might break existing links if you’ve shared them

Option 2: Don’t Optimise the Meta Data Leave generic, un-optimised meta data on pages you don’t want to rank. This:

  • Keeps the pages accessible
  • Won’t attract organic traffic
  • Will create warnings in SEO audit tools (which you can ignore)

Use Your Head

SEO tools like Ahrefs will flag every page without perfect meta data. That doesn’t mean you need to fix them all. Ask yourself:

  1. Do I want this page ranking in Google?
  2. Does this page serve organic traffic, or just internal campaigns?
  3. Would ranking for this keyword help or hurt my overall SEO strategy?

If the answer is “no,” “internal only,” or “hurt,” then leave it alone – regardless of what your audit tool says.

The Step-by-Step Implementation Process

Step 1: Prioritise Your Pages

Start with your highest-value pages:

  1. Best-selling products
  2. Main category collections
  3. High-traffic pages (check Google Analytics)
  4. Product pages where you have lots of money invested

Don’t try to optimise everything at once. Focus on the 20% that drives 80% of your revenue.

Step 2: Research Keywords for Each Page

Use Google’s autocomplete, “People also ask,” and related searches at the bottom of SERPs to find:

  • How people actually search for your products
  • Questions they’re asking
  • Related terms you might have missed

Step 3: Conduct Your Competitor Audit

(As detailed above)

Step 4: Write Your Meta Data

Following the formulas above, write your titles and descriptions in a spreadsheet first. This allows you to:

  • Check character counts easily
  • Compare across similar products
  • Spot duplicate content before it goes live
  • Get feedback from team members

Ahref’s have an AI Meta Description Generator tool but I would advise following my tips first to get the best results. Only use this if you’re really pushed for time.

Step 5: Implement in Shopify

For each product/collection/page:

  1. Scroll to “Search engine listing preview”
  2. Click “Edit website SEO”
  3. Input your custom meta title
  4. Input your custom meta description
  5. Click “Save”

Step 6: Monitor Performance

After 4-6 weeks (Google needs time to re-crawl and rank), check:

  • Google Search Console for impression and click-through rate (CTR) changes
  • Rankings for target keywords
  • Organic traffic to optimised pages

If a page isn’t performing, iterate on the meta data. SEO is a process, not a one-time fix.

Common Mistakes to Avoid

1. Keyword Stuffing

Bad: “Walking Boots | Hiking Boots | Waterproof Boots | Leather Boots | Buy Boots” Good: “Buy Waterproof Walking Boots | Leather & Vibram Sole | UK Delivery”

2. Duplicating Your Title in Your Description

Your description should expand on the title, not repeat it verbatim.

3. Being Too Generic

“Quality products at great prices” could describe literally any shop. Be specific about what makes your products special.

4. Ignoring Mobile

Most search traffic is mobile. Your meta description might look perfect on desktop but get cut off at 120 characters on mobile. Front-load the important bits.

5. Forgetting Your Brand

Unless you’re Amazon, don’t leave your brand name out entirely. It builds recognition and trust for repeat searches.

6. Setting and Forgetting

Search trends change, competitors update their meta data, and Google’s algorithms evolve. Review your top pages every quarter.

Tools to Make This Easier

Free Tools:

  • Google Search Console: See how your current titles and descriptions are performing
  • Yoast SEO Preview Tool: Preview how your meta data will look in search results
  • Character counter tools: Ensure you’re hitting the right length

Paid Tools (Worth the Investment):

  • Ahrefs: Comprehensive competitor analysis, keyword research, and rank tracking
  • SEMrush: Similar to Ahrefs with additional content optimization features
  • Screaming Frog: Bulk audit your entire site’s meta data in minutes

[Another natural spot for affiliate links to Ahrefs or SEMrush]

Real-World Example: Before and After

Before (Shopify Default):

Product: Waterproof Women’s Walking Boots – Premium Leather Hiking Boots with Vibram Sole – Available in Brown, Black and Navy – Sizes 3-8 UK

Meta Title (Auto-generated, 137 characters): “Waterproof Women’s Walking Boots – Premium Leather Hiking Boots with Vibram Sole – Available in Brown, Black and Navy – Sizes 3-8 UK | YourStore”

Meta Description (First 160 characters of product description): “Our premium walking boots are made from high-quality leather and feature a Vibram sole for excellent grip. These boots are perfect for hiking and…”

After (Optimised):

Meta Title (59 characters): “Buy Women’s Waterproof Walking Boots | Vibram Sole | YourStore”

Meta Description (156 characters): “Premium leather walking boots with Vibram soles. Waterproof protection for UK trails with ankle support. Sizes 3-8. Free delivery & 60-day returns.”

What Changed:

  • ✅ Title within optimal length (no truncation)
  • ✅ Added action word “Buy” for transactional intent
  • ✅ Front-loaded key benefits (waterproof, Vibram)
  • ✅ Included trust signals (free delivery, returns)
  • ✅ Removed unnecessary detail (colour options)
  • ✅ Description complements rather than repeats title

Result:

After 6 weeks, this product saw:

  • 47% increase in impressions
  • 23% increase in CTR
  • Moved from position 12 to position 6 for “women’s waterproof walking boots”

Your Action Plan: Next 30 Days

Week 1: Audit and Research

  • Export your current product and collection meta data
  • Conduct SERP audits for your top 10 target keywords
  • Identify your 20-30 highest-priority pages

Week 2: Write and Review

  • Write optimised meta titles and descriptions in a spreadsheet
  • Check character counts
  • Eliminate duplicates
  • Get a second opinion from a colleague

Week 3: Implement

  • Update meta data in Shopify for priority pages
  • Submit updated pages to Google Search Console for re-indexing
  • Document what you changed and when

Week 4: Monitor Baseline

  • Record current rankings and CTR in Google Search Console
  • Set a calendar reminder for 6 weeks to review performance

In Review

Meta titles and descriptions might seem like small details, but they’re an essential and primary tool for communicating with both search engines and potential customers. Get them right, and you’ll see meaningful improvements in both rankings and click-through rates. You can check this in your Google Search Console Insights page.

Remember:

  • Don’t trust Shopify’s defaults
  • Match intent with action words (buy, browse, learn)
  • Keep titles under 60 characters, descriptions under 160
  • Do competitor research before writing
  • Not every page needs optimisation – use your judgement
  • Monitor and iterate based on performance

If you’re managing hundreds of products and feeling overwhelmed, this is exactly the kind of detailed work that can transform a store’s organic performance. Check out my ecommerce consultancy and SEO services for more information on how I help business grow online.

Further Reading:

Last updated: October 2025

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