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SEO glossary A to Z

How to write a clear page title and URL for a service page

Name the service and the place in plain words, keep the address short, and make each page distinct.

What they are#

The title tag is the headline shown in search results. The URL is the page's web address. Both are read by people and by search engines, and both are your first chance to say what the page offers.

Why it matters#

Someone comparing providers glances at titles and picks the one that matches their need. A clear pair of title and address tells them they are in the right place before they click.

How to write the title#

  1. Start with the service and, if you serve a local area, the place: "Boiler repair in Leeds".
  2. Add a short reason to choose you, if it fits: "same-day visits", "free quotes".
  3. Put your business name last.
  4. Keep it short and put the important words first. Google sets no character limit, but it may shorten long titles to fit the screen, and 50 to 60 characters is a common rule of thumb.
  5. Give every service its own title. Do not reuse one.

How to write the URL#

  • Use plain words that describe the page, such as /boiler-repair.
  • Keep it short and use hyphens between words.
  • Use lowercase and avoid dates, codes or strings of numbers.
  • Match the title. The same main words should appear in both.
  • Keep a tidy structure, such as /services/boiler-repair, if your site has several services.

A before and after#

Before: a title of "Services | Smith Co" and an address ending in a string of numbers. After: "Boiler repair in Leeds, same-day visits | Smith Co" and an address ending in /boiler-repair. The second tells a stranger what they will get, which is what a person deciding between providers needs.

Check it as a customer#

Search for your service and place, find your result, and read it as a stranger would. If you would not click it, rewrite it. Repeat for each service page, one at a time.

Common mistakes#

  • Vague titles like "Services" or "Home".
  • Stuffing in extra phrases or repeating the place several times.
  • Changing live addresses without a redirect, which breaks links and loses visitors. See 301 vs 302 redirects.
  • Two pages targeting the same phrase, so they compete.

The full guide to titles is what a title tag is and how to write a good one.

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