Shopify Title and Meta Description 101: Write, Optimize & Convert

E-commerce SEO plays a massive role in helping you grow and scale your business online. But amidst its influence, one critical challenge is standing out in increasingly competitive and crowded search result pages. 

This is where mastering essential search engine optimization (SEO) comes into play. Two of the many important factors of on-page SEO that can drive traffic to your site is meta title and description. 

You can appear in the search results yet get zero clicks and traffic to your webpage. You're losing your ideal readers if your meta tags do not influence readers to visit your site. Those are the first point of contact that can potentially reel your target audience to your site. 

Hence, in this blog, we delve into Shopify meta descriptions and titles: what they are, their importance, and how you can optimize them to help your online store convert more sales. 

Let's get started!

What is a meta description?

A meta description is an HTML tag offering a concise yet substantial summary of your webpage. It typically contains about 160 characters, appearing beneath the clickable page title in search engine result pages (SERPs). 

While it isn't a direct SEO ranking factor, it does entice users to click through to your site. It's pivotal in driving organic traffic to your site by enticing users and providing them with a snapshot of your content, making it a crucial aspect of effective on-page SEO.

How to write a good meta description? 

Writing an effective meta description entails a balance between compelling marketing language and mindful use of relevant keywords. It should be concise, yet packed with useful, enticing information that mirrors your webpage's content. 

Moreover, it should intrigue readers so they click on your site link. A powerful call-to-action (CTA), encouraging potential customers to explore your products or services, is a smart addition. And, of course, incorporating your target keyword helps align with search queries.

Some of the best practices for writing clicks-driving meta descriptions are: 

#1. Focus on the customer

When crafting a meta description, remember it should resonate with the customer. Understand their needs, wants and how your products or services can address these.

Use language the audience can relate to and clearly outline the benefits they'll reap from choosing your offerings. 

For instance: 

Are they getting free shipping? Are your products organically sourced or uniquely designed? These are value propositions meaningful to the customer. So, accentuating these in your meta descriptions could significantly increase the likelihood of them clicking through your website.

#2. Make it unique

Replicated content can harm your SEO efforts. It's crucial to keep every meta description unique, regardless of the similarity between your pages. Uniqueness indicates innovation, deterrence from mediocrity, and sincere attention to every product or service you offer. It provides individualism to each page, improving overall user experience and search engine rankings.

#3. Keep it at optimal length

While writing, adhere to the suggested character limit. An overly long meta description will likely get cut off on the SERPs, creating a less enticing visual for potential visitors. Meanwhile, a short description may not provide enough information to lure the user effectively. 

An optimal meta description length is about 155-160 characters, presenting details enough to captivate interest but concise enough prevent overwhelming the reader.

#4. Guide the readers

An engaging meta description is one that prompts action. It should make prospective visitors on SERPs feel that they're a click away from obtaining something beneficial or satisfying their curiosity. 

Using action-oriented language such as "Discover," "Find out," "Get started," or "Learn More" could help create an indirect sense of urgency, encouraging users to take action and boosting your click-through rates.

Clear CTAs such as "Shop Now," "Learn More," "Get Started," serve as an invitation that guides potential customers towards the next step of their journey, thus increasing the likelihood of them visiting your site and eventually converting to a purchase.

#5. Optimize with keywords

Incorporating your target keyword in meta descriptions helps to align with user search queries. The closer your meta description matches the searcher's intent, the better your chances of clicking through your site. However, it's essential to use keywords naturally and avoid excessive usage, also known as "keyword stuffing," which can lead to a poor user experience and potentially damage your SEO efforts.

What is a meta title?

A meta title, also known as the title tag, is the clickable headline displayed in search engine results. It provides a concise and accurate summary of a webpage's content, giving users and search engines an idea of what to expect on the page. 

Incorporating target keywords can help improve your site's relevance for specific search queries, thus improving your SEO standing. Crafting a unique and engaging meta title is integral to attracting user clicks and driving more traffic to your Shopify store.

How to write meta titles for Shopify?

Here are some best practices to follow while crafting meta titles for different pages of your Shopify store. 

#1. Shopify homepage meta-title

The homepage meta-title should encapsulate your entire brand and product range. It's often advisable to include your brand or store name, separated by a vertical bar or dash. 

The meta title should convey what your Shopify store sells, be it a broad category like 'natural skincare products' or a specific niche like 'vegan leather handbags.' 

Keywords related to your offerings can be incorporated to improve visibility on relevant search queries. Just avoid stuffing or forcing keywords, as it can deter users and harm SEO.

#2. Shopify product page meta-title

Product page meta titles should clearly define the product being sold. Always include the product name and incorporate some key features or selling points that set it apart. This could be the product's unique selling proposition (USP), such as 'handmade', 'organic' or 'limited-edition'. 

If the product comes under a specific collection or category, consider mentioning this in the meta title too. 

Lastly, avoid using generic or ambiguous terms; remember, potential customers need to understand precisely what the page offers from the meta title alone.

#3. Shopify collection page meta-title

When crafting meta titles for your Shopify collection pages, the focus should be on the range of products being showcased. 

In addition to including keywords connected to the specific collection or category, mention elements such as 'discounts', 'new arrivals', or 'exclusive collection' if applicable. 

These phrases can attract potential customers looking for unique or discounted products. If there’s a common factor among the products, like 'eco-friendly' or 'super-size', highlight this in the meta title.

#4. Meta-titles for other Shopify pages

Other pages such as blog posts, FAQs, and informational pages should have meta titles that convey the specific topical value of the page. 

Tailored around the content's primary theme, a good meta title for these pages integrates key phrases or questions people are likely to search for. 

Showcase what makes your content stand out, and do not forget to include your brand name, especially in blog post meta titles to build brand recognition and trust.

Step-by-step guide on how to add/edit the title and description of a Shopify page

Here’s a detailed step-by-step guide on how you can add or edit the meta description for different pages on your Shopify store.

1. Edit the Shopify homepage meta title and meta-description

Your homepage meta description should be compelling, capturing your brand's ethos and primary offerings effectively. 

• Start by understanding the keywords most relevant to your ecommerce store, and incorporate those naturally into the description. 
• Highlight your unique selling propositions and benefits a potential shopper would receive, such as free shipping or personalized service. 
• Use an active voice with engaging verbs to create an attractive call-to-action like 'shop now' or 'discover more'. 
• Keep it concise and straightforward, limiting your meta description to approximately 160 characters to ensure full visibility on SERPs.

Here’s a step-by-step guide on how to add a meta title and description for the Shopify homepage. 

Step 1: To add or modify the meta description for your Shopify homepage, navigate to the 'Online Store' tab via your Shopify admin. 

Step 2: Select 'Preferences' and then fill in the 'Homepage meta description' text box with your crafted description.

In case of a meta title, fill your content in the relevant home page meta title bar. 

Step 3: Review your changes and hit 'Save'. 

2. Edit Shopify product page meta title and meta-description

For your product page, your meta description should squarely focus on the given product's features, benefits, and unique aspects. 

• Be thorough yet succinct, providing enough information to pique user interest but not too much to overwhelm them. 
• Embed your target keyword naturally while avoiding keyword stuffing.
• Emphasize the advantages your product offers – sustainability, enhancements in user life, affordability, or similar aspects, and round off with an encouraging call to action. 
• Always reflect an honest representation of your product; any discrepancy can lead to dropouts and possibly loss of customer trust.

Here’s a step-by-step guide on how to add a meta title and description for the Shopify product page. 

Step 1: On your Shopify admin, start by clicking on 'Products'.

Step 2: Select the particular product you want to add or edit the meta description for.

Step 3: Scroll down to the 'Search engine listing preview' section and click 'Edit website SEO'. 

Here, you can enter your desired meta description in the 'Meta description' field. Finally, review and save your changes. 

3. Edit Shopify collection page meta-description

When writing meta descriptions for collection pages, highlight the breadth and variety of products available in that category. 

• Target keyword usage is crucial, but ensure it reads organic. 
• For instance, if it’s a spring collection, include terms that resonate with the season's trends. 
• Spotlight the different product types under the collection, their unique selling points, any exciting deals, or discounted prices, if applicable. 
• It should arouse curiosity and enthusiasm in potential customers, motivating them to explore your collection page.

Here’s a step-by-step guide on how to add a meta title and description for the Shopify collection page.

Step 1: To add or change a meta description for a collection page, navigate to 'Products' and then to 'Collections' from your Shopify admin. 

Step 2: Choose the collection you wish to describe. In the 'Search engine listing preview' section, click 'Edit website SEO'. 

There, you can enter your meta description in the specified field. Remember to review your work and save it. Your meta description should provide an overview of the products in the collection and entice users to explore further.

4. Meta-descriptions for other Shopify pages

For other primary pages of your Shopify site, such as blogs, contact pages, or informational pages, create meta descriptions that centre on the content's essence. 

• Captivate users by encapsulating the value they will get from visiting the page. If it's a blog post, tease the main insight or takeaway. 
• For an 'About Us' page, highlight your brand's unique story or mission. Remember, even while conveying specific page content, the ultimate objective is to encourage and prompt users to visit the page, thus increasing potential traffic and conversions.

Here’s a step-by-step guide on how to add a meta title and description for other Shopify pages.

Step 1: From your Shopify admin, go to 'Online Store', then 'Pages'.

Step 2: Select the page you wish to edit, scroll down to the 'Search engine listing preview' section, and click 'Edit website SEO'. 

Step 3: Write your meta description, then review and save.

Step-by-step guide on how to Edit the Title Tag in Your Shopify Theme

If you've written an optimal meta title and it doesn’t appear as expected in search results, your Shopify theme might need an edit. Engaging your technical knowledge here, you can update your Shopify theme to support your SEO efforts effectively. This section will guide you on how to access and modify the HTML code of your Shopify theme to hand you absolute control over your title tags.

1. Using Shopify Apps

Several Shopify apps simplify the process of updating the title tags across your site. Apps like Webtune.ai, among others, can handle your on-page SEO, including title tags. 

These apps analyze your website, detect issues, and deploy solutions to ensure that your site is optimized for search engines. Apps like this also offer bulk editing features, making it easy to manage SEO for websites with large inventories.

2. Editing Shopify Store Theme

If you're comfortable with HTML code, you can manually update the title tag in your Shopify theme. 

Step 1: From your Shopify admin panel, go to 'Online Store', then 'Themes'. 

Step 2: Click 'Actions' and choose 'Edit code'. 

Step 3: Find the 'theme.liquid' file and locate the text within the tags. This is your title tag, which you can edit with your new title. 

Once you're done, remember to save changes. Remember, any changes in your code should be performed cautiously, as it can affect your site’s overall performance.

Next Steps 

Mastering the craft of impactful meta descriptions and meta titles lays the foundation for an effectively optimized Shopify store. 

It reflects how judicious use of relevant keywords, balanced apparition of compelling language and SEO strategies, and a deep understanding of customer psychology can boost click-through rates, enhance visibility on search engine results, and ultimately improve conversions. 

As we've illustrated, Shopify facilitates tailor-made meta descriptions and titles for each page, letting you highlight their unique aspects and value propositions. Thus, it's important to note that the art of title-tags and meta-descriptions is not simply about meeting the character limit or correct placement of keywords. 

It's also about tying these technicalities with creative, engaging, unique, and user-centric content as a strategic part of your SEO efforts. Use this guide to handcraft your meta descriptions and meta titles, constantly refine based on performance, and to gradually build a well-optimized, high-performing Shopify store.

Frequently Asked Questions

What should I do if I don’t have a meta description?

In the absence of a custom meta description, search engines like Google use an extract from the webpage that highest matches the user query. Whilst this can sometimes suffice, it might not best reflect your targeted keywords or call-to-action. Thus, it's best to craft a concise, engaging meta description that highlights your page content, incorporates relevant keywords, and strikes a chord with potential visitors. 

What if Shopify meta descriptions are not showing?

If your Shopify meta descriptions aren't displaying properly, it might be due to a few reasons. One could be that your description is too long. Ensure it adheres to the optimal length of 155-160 characters for full visibility. Another possibility is that search engines like Google find a different snippet from your website more relevant to the user's query. Lastly, always verify your edits have been saved in Shopify and that you've allowed enough time for it to update since search engines require time to crawl and index your site changes.

How do I write a meta description for SEO?

Writing a meta description for SEO involves combining key SEO principles with persuasive marketing strategies. Start with keyword research to identify relevant keywords for your content. Ensure your description is unique, concise, and clear, summarising your content within approximately 160 characters. Emphasise the benefits the user will gain, infuse your brand's voice, and entice users to click the blog. 

How do I make my Shopify meta title and meta description?

In Shopify, you can easily add or modify the meta title and meta description through your Shopify admin panel, specifically under the 'Online Store' for the homepage or the 'Products' and 'Collections' tab for product and collection pages, respectively. Ensure that you input your well-crafted meta description or title in the 'Edit website SEO' section.

What is the difference between the title tag and the meta title in Shopify?

In a Shopify site, both the title tag and meta title essentially mean the same thing, representing the title of your webpage that users see on search engine results. 

Does Google rewrite meta descriptions?

Yes, Google has the autonomy to rewrite your meta-descriptions if it deems a different extract from your web page to be more relevant to a specific search query. However, well-written, concise, and keyword-relevant descriptions are less likely to be rewritten.

How do I add a meta title and meta description in Shopify?

To add meta titles and descriptions, go to your Shopify admin dashboard, click on "Online Store," then "Preferences," and finally, enter your desired meta title and description in the appropriate fields. 

How to Change Title and Meta Description in Shopify?

Access your Shopify admin panel, go to 'Online Store', then 'Preferences'. Here, you can input a new homepage title and meta description. For product and collection pages, navigate to the respective page under 'Products' or 'Collections', scroll down to 'Search engine listing preview' and select 'Edit website SEO' to change the title and meta description.

What are Meta Title and Meta Description in Shopify?

A Meta Title and Meta Description in Shopify are essential components of your webpage's HTML code, helping search engines understand your page's content. They appear in search engine results when a user conducts a related search, playing a vital role in attracting users to click on your page link and improving your site’s SEO ranking.

Why doesn't it show the meta description and title that I want?

There could be several reasons if your preferred meta description and title aren't showing up. Length exceeding character limits, Google finding a different snippet more relevant, or the changes not yet indexed by Google could contribute to this issue. 

How Should Meta Descriptions be Handled for Multilingual Stores?

For multilingual stores, each version of the website in a different language should have its unique meta description. This is to maximize the relevancy of your descriptions to the search queries of users in different regions or who are searching in different languages.