Eight patterns covering most pages. Every one puts the distinctive words first and the brand last.
Updated 4 min read
The formulas
Page type
Pattern
Example
Homepage
`[What you do] for [who] \
[Brand]`
Job quoting for small crews \
Fernway
Service
`[Service] in [place] \
[Brand]`
Solar inverter repair in Orange NSW \
Voltcraft
Product
`[Product] — [key spec] \
[Brand]`
Wide-fit walking boot — EU 38–47 \
Trailform
Category
`[Category] for [use case] \
[Brand]`
Walking boots for wide feet \
Trailform
Guide
How to [do thing] in [constraint]
How to quote a job in five minutes
Comparison
[A] vs [B]: [the deciding factor]
Xero vs MYOB: which suits a trade business
Pricing
[Brand] pricing — [the distinctive bit]
Fernway pricing — flat rate, no per-seat fee
About
About [Brand] — [where] since [year]
About Fernway — Orange NSW since 2019
The rules behind them
Under 60 characters, and the first 40 must still carry the meaning if it truncates.
Distinctive words first. Your brand is not the searchable part unless you are a household name.
One claim per title. A title covering three things matches none of them.
Include the constraint. "for wide feet", "in Orange NSW", "under $300" — constraints are what questions contain.
No stuffing. Repeated keywords read as spam to every reader involved, human and pillar.
Meta descriptions
50–160 characters, one sentence, containing at least one specific fact.
Page type
Pattern
Service
[What you do] in [place]. [Specific proof]. [What to do next].
Product
[What it is]. [Key spec]. [Price or availability].
Guide
[The answer, stated]. [What the guide covers].
Example: Quote a job from site in about five minutes and sync approved quotes to Xero. Flat price per crew, no per-seat fees.
Audit yours in ten minutes
Crawl with Screaming Frog, export the title column, sort by length. Anything over 60 or under 20 needs work, and anything starting with your brand name is wasting its first characters.