The two target lengths
- Meta title: a target length of 60 characters or fewer, spaces and punctuation included. Shopify calls this field "Page title".
- Meta description: a target length of 155 characters or fewer, spaces and punctuation included.
Each number is a target length chosen to reduce truncation in search results, not a Shopify field limit. Search results often shorten long titles and descriptions to fit the screen, so a shorter one is more likely to be shown in full.
These target lengths are this guide's own choice, not numbers Shopify enforces. How much of a title or description a search result shows varies by device and query.
Drafted with AI assistance. Examples are fictional listings made for illustration.
Where to edit them in Shopify
Open the product, collection or page in the Shopify admin, scroll to Search engine listing, click Edit, and fill in Page title and Meta description. If both are left empty, Shopify fills them from the product title and description, which are often too long or start with the wrong words.
How to use a formula
- Pick the page and the phrase a shopper would type to find it. Put that phrase at the start of the title.
- Choose a formula that matches the page. Product formulas name one item; collection formulas name a group of items.
- Replace every [BRACKET] with a true fact: size, material, color, number of options, policy. Drop any bracket that does not apply. Do not invent a fact to fill it.
- Count the characters with the counter in the editor. Cut words until the title is at the 60-character target or below and the description is at the 155-character target or below.
- Read both out loud, then check that the preview in Shopify shows the full text with nothing cut off.
Three fill-in formula pairs
The three store names below (Fernhollow Home, Quillhaven Apparel and Inkwhistle Paper) are invented, and so are their products, policies and sizes.
1. Product with finish and color (home decor)
Meta title formula
[PRODUCT] in [FINISH] [COLOR] | [STORE NAME]
Filled example (52 characters)
Stoneware Table Lamp in Matte Sage | Fernhollow Home
Meta description formula
[PRODUCT] in [COLOR], [HOW IT IS MADE]. [WHAT IS INCLUDED] included. [RETURNS POLICY].
Filled example (136 characters)
Stoneware table lamp in matte sage, hand-glazed in small batches. Linen shade and 2 m fabric cord included. Free returns within 30 days.
2. Who it is for, with a size range (apparel)
Meta title formula
[WHO] [MATERIAL] [STYLE] [PRODUCT], Sizes [RANGE] | [SHORT STORE NAME]
Filled example (58 characters)
Women's Linen Wide-Leg Trousers, Sizes XS-3XL | Quillhaven
Meta description formula
[PRODUCT] with [FEATURE 1] and [FEATURE 2]. Sizes [RANGE] in [OPTIONS]. [EXCHANGE POLICY].
Filled example (137 characters)
Linen wide-leg trousers with an elastic back waist and side pockets. Sizes XS to 3XL in 3 inseam lengths. Free exchanges on unworn items.
The store name is shortened to "Quillhaven" so the title stays under 60 characters.
3. Size, ruling and paper weight (stationery)
Meta title formula
[SIZE] [RULING] [PRODUCT], [PAPER WEIGHT] Paper | [STORE NAME]
Filled example (54 characters)
A5 Dot Grid Notebook, 160 gsm Paper | Inkwhistle Paper
Meta description formula
[SIZE] [RULING] [PRODUCT] with [PAPER WEIGHT] paper for [PEN TYPE]. [PAGE COUNT], [BINDING] and [EXTRA].
Filled example (117 characters)
A5 dot grid notebook with 160 gsm paper for fountain pens. 192 numbered pages, lay-flat binding and 2 ribbon markers.
Check before publishing
- Every bracket is replaced with a true fact about the product, collection or policy.
- The meta title is 60 characters or fewer and starts with the phrase a shopper would search for.
- The meta description is 155 characters or fewer and adds facts the title does not repeat.
- Each page has its own title and description; no two products share the same text.
- Every policy, discount or shipping time matches what the store offers today.
- No brand, character or trademarked name is used without a license.
More formulas
The three formula pairs on this page come from the Shopify Meta Title & Description Formula Pack, which holds 15 meta-title formulas and 15 meta-description formulas for home decor, skincare, apparel, pet accessories and stationery. The pack is one of the 3 Markdown files in the Etsy & Shopify Listing SEO Bundle: Rewrite Kit + 2 Formula Packs, USD 15.
What a formula cannot do
No formula can promise search positions, clicks, traffic or sales. Those depend on search engines, products, prices, store ratings and competition. A formula helps a seller write a meta title and description that say clearly what the page sells and fit in the space search results give them.