What are title tags, meta descriptions and header tags, and how do you optimise them?

• Title tag — the clickable headline in search results and the strongest single on-page signal. Aim for roughly 50-60 characters before truncation. Put the primary keyword near the front, make it a compelling reason to click, and keep it unique across every page. Brand at the end if there is room.
• Meta description — not a ranking factor, but it heavily influences click-through rate, which matters. Around 150-160 characters, describing what the page offers with a reason to click. Google frequently rewrites it, particularly when it does not match the query — so write it for the searcher rather than for the algorithm.
• Header tags (H1-H6) — structure the content for readers and give context to search engines. One <h1> per page describing the topic, then <h2> for main sections and <h3> beneath them. Use them in order and for structure, never for styling — that is CSS's job.

The optimisation that actually pays: find pages in Search Console with high impressions and low click-through rate. Those are pages Google already ranks where the title is failing to earn the click, and rewriting them produces results faster than almost anything else in SEO.

Note: Avoid keyword stuffing in any of these. Repeating a term in the title looks spammy to users, suppresses clicks, and has not helped rankings for many years.