The meta title and description are the first thing a searcher sees. They are also the part of a translated page most likely to be forgotten, left in English, or squeezed until they make no sense.
Treat them as tiny ads written for one market. Here is how we rewrite them.
Start from the local keyword
Use the keyword the market actually searches, found during your keyword research, and place it near the beginning of the title. Searchers scan the first few words, and search engines often bold matching terms in the description.
Mind the length
Google cuts titles by pixel width, which in practice often means somewhere around 50 to 60 characters. German, Dutch and French tend to need more letters than English for the same message, so a direct translation often gets cut off.
Rewrite instead of trimming. Drop filler words, use the shorter of two synonyms and move the brand name to the end, or leave it out when space is tight.
Write for the click
A description does not directly lift rankings, but it influences who clicks. Say what the page gives the reader in plain words, in the tone the market expects. Some markets respond to direct, informal copy, others expect a more formal register. Look at the ads and organic results already showing for the keyword.
- Lead with the benefit or the answer.
- Include a local detail when it matters: currency, delivery country, local standard.
- Avoid claims you cannot back up in that market.
Common mistakes
These come up again and again in audits of translated sites:
- Titles left in the source language on translated pages.
- The same title copied to every language version.
- Literal translations of a pun or slogan that means nothing locally.
- Machine-translated descriptions cut off mid-word.
Do not forget the social tags
Open Graph titles and descriptions control how a page looks when shared on LinkedIn, WhatsApp or other platforms. Translate them with the same care, and keep them consistent with the visible page.
Frequently asked questions
How long should a translated meta title be?
Aim for roughly 50 to 60 characters, but check a preview because Google measures by pixel width. Rewrite rather than cut when the translation runs long.
Should the brand name be in every title?
Only when space allows. Put the local keyword first; the brand can go at the end or be dropped on long titles.
Can I reuse the English meta description on a translated page?
No. It should be in the page's language, use the local keyword and speak to that market. A mismatch confuses searchers and wastes the click.
Written by Jasper Verelst
SEO consultant with 10+ years in search content and 3 years writing for generative engines. Creator of GSEO Editor and Smart GSEO Translator. About Jasper · LinkedIn · Full profile
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