Title / Description / H1: How to Write Them? Any Templates?
Chapter 2: Search Fundamentals · Question 22
Many people overcomplicate SEO, but ultimately, the first impression a search engine shows users comes down to just three things:Title, Description, and H1. Write these three elements well, and you're ahead at the starting line.
The Differences and Relationships Between the Three
| Element | Where It Appears | Character Limit | Core Function |
|---|---|---|---|
| Title | Browser tab bar + search result title | Baidu: about 30 Chinese characters (60 bytes, a common standard for search result title display length) | Determines click-through rate (CTR) |
| Description | Search result snippet area | 80-120 Chinese characters (rule of thumb, not a hard limit) | Supplementary explanation to encourage clicks |
| H1 | Largest heading in the page body | No hard limit; 20 characters or fewer recommended | Tells the search engine the page topic |
Key principle: Title is responsible for "making people want to click," Description for "confirming the key points," and H1 for "confirming the content topic to the search engine."
Title Writing Formulas (Three Page Templates)
Product page
【品牌】产品名 - 核心卖点 | 品牌名
Example:【小米】Redmi Note 13 Pro - 2亿像素旗舰影像 | 小米官网
Blog/Article Page
核心关键词+修饰语：副标题解释价值
Example:2024年空调选购指南：从参数到实测帮你选对型号
Definition/Explanation Page (What-is Page)
什么是X？定义、用途与入门指南
Example:什么是私域流量？定义、运营方法与入门指南
Description Writing Key Points
Description does not directly affect ranking, but it heavily affects click-through rate. The formula for writing a good Description:
[痛点/场景] + [本文提供什么] + [为什么值得点击]
Example:
Still torn between an inverter or fixed-frequency air conditioner? This article compares the top 10 best-selling AC models of 2024, offering buying advice across three dimensions—energy consumption, noise, and cooling speed—with a table of measured data.
Note: Baidu dynamically truncates or replaces the Description based on the user's search terms, but writing a good default version is still important.
H1 golden rules
- Use only one H1 per page— this is the "main heading"; repeating it will confuse search engines
- H1 must matchsearch intent— if users search "how to choose an air conditioner", your H1 should be "how to choose an air conditioner", not "Welcome to our site"
- H1 can differ slightly from the Title— the Title needs to be short and click-worthy, while the H1 can expand a bit, but the coreKeywordmust stay consistent
Common mistakes
- Keyword stuffing：
空调_空调价格_空调品牌_空调推荐← Baidu's Qingfeng algorithm penalizes this pattern - Site-wide identical Title: every page is called "XX Company Official Site", wasting each page's chance to earn traffic independently
- Title too long and truncated: key information placed in the latter half ends up invisible in search results
- Description left blank: letting Baidu crawl it itself often pulls navigation text or irrelevant content
Practical recommendations
- Check the first 10 pages of your site right now: use "site:yourdomain" onBaidu Searchto see how the Title and Description actually display, and fix truncation or duplication immediately
- Validate the Title with the "5-second test": show your title to a colleague for 5 seconds and ask, "What is this page about? Would you want to click?“ If the answer isn't clear, it needs rewriting
- Build a Title reference sheet: use Excel to list each important page's URL, current Title, target keyword, and revised Title, to avoid duplication across pages
