Title and Meta Description vs Open Graph Title and Description

Every page on your site has two chances to make a first impression. One in search results, one on social media. They look different, they work differently, and they should be written differently. But most sites use the same text for both, or leave the Open Graph fields blank entirely.

What each field does

The page title (the <title> tag) appears in the browser tab and as the blue clickable link in Google. It's the most important on-page SEO signal. Search engines use it to understand what the page is about, and searchers use it to decide whether to click.

The meta description is the snippet of text beneath that link. It doesn't directly affect rankings, but it affects click-through rate. Google bolds matching search terms in the description, which makes your result more visible.

The OG title (og:title) is what appears when someone shares your page on Facebook, LinkedIn, or Twitter/X. It's the headline on the social card.

The OG description (og:description) is the supporting text beneath that headline on the social card. It gives context, but on most platforms it gets less visual weight than the title and the image.

Why they should be different

Search titles need to be keyword-focused and concise. Someone searching "web design agency Manchester" wants to see those words in the title. The title is competing against nine other results on the page. Precision and relevance win.

Social titles work differently. Nobody is searching. They're scrolling. The OG title needs to stop someone mid-scroll and make them curious enough to click. That means it can be more conversational, ask a question, or make a bolder claim. It doesn't need to contain a keyword because nobody is matching it against a search query.

The same logic applies to the descriptions. A meta description is essentially an advert for your page in search results. It needs to include the keyword (Google bolds it) and give a clear reason to click. An OG description is supporting copy for a visual card. It sits below an image and a headline, so its job is to add context, not repeat what the title already says.

A practical example

Say you've written a blog post about website speed optimisation. Here's how you might approach the two sets of fields:

Search (title + meta description):

• Title: How to Speed Up Your Website | 7 Practical Fixes

• Description: Slow websites lose visitors and rankings. These seven fixes target the most common speed issues without needing a developer.

Social (OG title + OG description):

• OG Title: Your Website Is Probably Slower Than You Think

• OG Description: Seven simple fixes that most site owners overlook. No developer required.

The search title leads with the keyword and signals clear, practical content. The OG title leads with curiosity. Both link to the same page, but they speak to different mindsets.

What happens if you leave OG fields blank

If you don't set og:title and og:description, social platforms fall back to your page title and meta description. That means your keyword-focused search copy gets used as your social headline. It works, but it misses an opportunity. A title built for Google rarely performs well on LinkedIn.

Quick reference

When writing these four fields, keep these guidelines in mind:

• Page title: 50-60 characters. Keyword near the front. Concise and specific.

• Meta description: Under 150 characters. Include one keyword naturally. Write it like a short pitch.

• OG title: Conversational, engaging, scroll-stopping. No keyword requirement.

• OG description: Under 150 characters. Supporting copy that complements the OG title, not a repeat of it.

Two audiences, two approaches

Search and social are different contexts. The person typing a query into Google has a specific intent. The person scrolling LinkedIn is browsing. Writing for both means your page earns clicks in both places, rather than being optimised for one and overlooked in the other.

It takes a few extra minutes per page. It's worth it.