A 10-step guide to writing a website name and description for SEO

How to create internal links

You know that blurb about you that appears on search engine listings? It should tell people who you are and give them a compelling reason to visit your site. We’ll show you how in this step-by-step guide.

To make it easy for people to find your website, and to give them a really good reason to visit, you need to provide a succinct explanation of what they’ll find when they get there. This is the blurb that will appear in search engine results. There’s a fine art to how you phrase this in a way that appeals to both the human audience, and the search engine spiders that crawl your site.

Before you start

Have your main target keyword phrases to hand (read Choosing keywords for SEO).

Have a website with a few pages of content or products.


Now let’s get started

Step 1

Head to Google and type in the keyword phrase or question you want to rank for. Take note of how the top results are structured and how they use keywords within both the title and the description that appear below. Copy and paste a few that you like the look of into a blank document.

Google keyword

Step 2

Edit the titles to include information that’s relevant to your own website. You don’t want to copy your competitors, so look to add your own personality, style, unique selling point and branding. For example, for the phrase “dog grooming lincoln”

Competitor: ‘Mobile Dog Washing Lincolnshire, Happy Hounds Dog Grooming’

Edit to: ‘Expert Dog Grooming in Lincoln, Puppy Scrubs the Dog Cleaners’


Step 3

Split your title into two sections, in the same style of the examples above. The second half will be used on every search engine listing for your website so make sure it includes your website name and a main keyword.


Step 4

Ensure your title doesn’t exceed 75 characters, which is the rough limit applied to results on most search engines. Our suggestion above is 65 characters. For the description, write a sentence or two that provides a compelling reason why someone should click on your site. This doesn’t have a direct impact on your search engine rank so including a keyterm phrase isn’t strictly necessary, but you’ll notice in search results that the words are bolded which helps to attract the eye. For example:

Puppy Scrubs offers friendly dog grooming in Lincoln, making your dog look amazing. Check out our affordable prices and book an appointment today.


Step 5

Edit your description so it’s below 155 characters, which is a safe limit to display fully on major search engines. Our suggestion is 147 characters.


Step 6

Head to your Moonfruit site editor on your homepage and click on the ‘Admin’ icon in the main toolbar, then ‘Site information’ in the sidebar. A window will appear where you can make your edits. In the ‘Site name’ box, enter the second half of your title. Don’t worry about the dash as this will be added automatically, e.g. add ‘Puppy Scrubs the Dog Cleaners’. In the ‘Site description’ box paste in the description you’ve created (below 155 characters), then add your email in the ‘Site email address’ box. Click ‘Apply’ and ‘OK’.

Moonfruit admin box

Step 7

Bear in mind that these changes won’t affect the page titles on your site, they’re merely changing the information attached to those pages for SEO purposes. They’ll also show on the window tabs in the browser.


Step 8

To complete your page website name (again, this is just for search listing purposes), click on the ‘Pages’ icon in the top toolbar and then on ‘SEO Meta tags’ to the left. In the ‘Page title’ box, replace the words before the hyphen with the first part of your title that you came up with earlier in step 2. Click ‘Apply’ to complete the title for your website homepage.


Step 9

You can now change the titles for every page on your site using the same principle – make sure that they’re unique and each includes a different keyword phrase to give yourself wider search engine exposure. Click ‘Apply’ when you’re done.

Organise your pages

Step 10

You can also use the ‘SEO Meta Tags’ tool to change page descriptions and add keywords.


Something else to try

Most websites use pretty bland language in their page titles, so mark yourself out from the crowd and don’t be afraid to be a bit more extravagant.

Want to build a free website with Moonfruit? Find out how on our homepage

Vicki Shiel
Editor at Moonfruit. Likes food and smoothies.

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2 Responses to “A 10-step guide to writing a website name and description for SEO”

  1. angel

    Are your FREE Moonfruit accounts SEO friendly? If so, where can I find the field to insert these keywords?


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