▷ URL, title and meta description: The settings that work 2020 -

There are things that are easy to optimize, but which often tend to be overlooked. URL, title and meta description are one of them…

url meta description and meta title the regalges that work

When I talk about optimization, I’m not just talking about SEO. The importance of these 3 elements goes far beyond SEO. Providing effective information about your metadata will, of course, make Google’s work easier, but it will also make it easier for users to understand your content and your ability to “grab” their attention.

Training & Co'm

In this article, I will share with you the settings that we are used to using within T2Oplus.

Optimization of the URL

The URL is the address of your site page. Depending on the CMS, this can vary. But in WordPress, changing the URL is a native option. You can define a URL format, that is, a default writing pattern. Here are some examples of the most common settings:

  • Date and title. Example: https://www.monsite.fr/2018/15/07/pose-de-fenetre
  • Month and title. Example: https://www.monsite.fr/2018/07/pose-de-fenetre
  • Digital. Example: https://www.monsite.fr/archives/pose-de-fenetre
  • Category. Example: https://www.monsite.fr/prestations/pose-de-fenetre
  • Item name. Example: https://www.monsite.fr/pose-de-fenetre

I recommend the following structure: https://www.monsite.fr/%% Postname

I do not recommend inserting the category name or anything else before (/ Category / name) for 2 reasons:

  • If your content changes category, you will need to do a 301 redirect;
  • This definitely freezes your structure (unless you do a lot of redirects).

However, you will almost always have to modify your URL manually. Indeed, what WordPress generates “by default” is not perfect, despite your settings. Here are the important points of an optimized URL:

  • As short as possible;
  • With keywords;
  • Without connecting words.

These important points are not respected by WordPress. Here is an example that explains why:

If you have configured the structure of your permalinks with% postname% and your page is titled “installing a window with an integrated roller shutter” you will get the following URL:


We can’t say that we are dealing with an optimized URL. You will therefore have to modify it manually. Here is the optimized URL:


In this example, we could even delete the term “rolling” which does not do much. After this purification work, the following setting is obtained:


Writing the Title tag

The title tag is one of the most important in SEO. It allows, roughly speaking, to say to Google: “I want to be visible on this key expression”.

Unlike that of the URL, its configuration is not offered by WordPress. To do this, you will need a SEO extension.

The idea for writing a powerful title tag is to press the keywords while respecting the size of the tag.

Depending on the pages, the settings may be different. Here are the settings I apply:

  • Home page: company – activity.
    Example: Monsite – Carpenter in Nantes
  • Article or product page: Product – company.
    Example: Window installation with integrated roller shutter – Monsite
  • Contact page: Pages that are not intended to be referenced can have a lighter and personalized title
    Example: Contact my site in one click

Writing the meta description

This is the last tag we’ll cover today. The specialists do not all agree on its importance in natural referencing (its content is taken into account by Google? Should it be “shielded” with keywords?). I will not decide here because I honestly do not know. However, I choose prioritize the impact on the visitor. For me, the main purpose of this tag is tohang the surfer and someencourage them to click on your page rather than another.

As for the meta-title, the meta-description tag is limited in number of characters. Count around 150 characters.

So the idea is to succinctly summarize the content of the page by making the user want to click. I offer the following meta description:

Enjoy better insulation and save on installation by opting for a window with an integrated roller shutter.

It’s only 125 characters long, but if you’ve said it all, there’s no point in overdoing it …

3 important elements that you must optimize!

The 3 elements we talked about in this article are present in the Google results pages. Collectively, these elements constitute the first contact between your site and the user. Reason why I encourage you to optimize.

example carpenter meta-data
Here is the block of our example that will appear in the SERP (via Yoast SEO)

To find out if these elements are optimized on your site, you can go through each page one by one, but this work is difficult to imagine on a large site. You can also use a crawler like Screaming Frog for example, but its use is not always obvious for the uninitiated. In this case, the best is to carry out an SEO technical audit, which will automatically highlight the points to improve. It’s a very relative investment considering the time it can save you.

Do you use other settings? Can you provide more details on these 3 elements? Thank you in advance for sharing them in comments.

@ very soon ??