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SEO metadata guide: titles, descriptions, canonical, OG tags

Metadata is the information search engines and social platforms use to understand your page and decide how it should appear in results and shares. When your metadata is clean and consistent, people are more likely to click — and your pages look more professional everywhere.

1) Meta title: what it is and how to write it

The meta title (often the title tag) is usually the main clickable headline in Google. A strong title should describe the page clearly, match the search intent, and stay readable on mobile.

• Keep it unique for every page.
• Use the main keyword naturally (no stuffing).
• Make it easy to understand at a glance.

2) Meta description: how it helps your click-through rate

The meta description is a short summary of the page. Google may show it in the snippet, but it can rewrite it depending on the query. A good description still helps because it improves clarity and encourages clicks when it is used.

Write it like a mini-pitch: explain what the page offers, who it is for, and what the reader will gain.

3) Canonical URL: avoid duplicates and indexing confusion

Canonical tags tell search engines which URL is the “main” version of a page. This is important when you have similar pages, parameters, or multiple URLs that show the same content.

If you publish the same article in multiple ways, canonical helps you control which page should be indexed.

4) Open Graph and Twitter tags: improve social previews

Open Graph tags control how your link looks when shared on WhatsApp, Facebook, LinkedIn, and many apps. Twitter card tags improve previews on X/Twitter.

• Use a high-quality image URL for og:image.
• Keep og:title readable and relevant.
• Write a clean og:description that matches the page.

5) Formatting headings: Title Case vs Sentence case

Consistent formatting improves readability. Many blogs use Title Case for headings and Sentence case for body text. Clean formatting also reduces mistakes in meta titles and social titles.