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Google SERP length limits

What Google looks for in titles

• Primary keyword near the start — first 3-5 words carry the most weight
• Brand name at the end separated by a dash, pipe, or em-dash
• One value proposition — "free", "online", year, or a number tends to lift CTR
• Avoid filler words — drop "the", "a", "of" where possible to free up budget

What Google looks for in descriptions

• Lead with the benefit, not the feature list
• End with a verb-driven CTA ("get the free template", "start in 30 seconds")
• Match the search intent — informational queries want how/what/why; commercial queries want price, free, comparison
• One keyword variation is fine, but stuffing kills CTR

Why Google may rewrite your title

Google rewrites titles when it thinks the page would rank better with a different framing — for example using your H1 instead of the title tag, or a snippet of your visible body text. Provide both: a clean title tag and a relevant H1 + good body content.

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