Get Your Title Tags Right for Better Results
Many people working on SEO overlook the importance of title tags as they simply think they’re not all that important. The truth is, however that if you don’t come up with the right title tags, you’ll miss out on a lot of traffic and a good ranking in the SERPs for that page.
Since a title tag appears at the top of a searcher’s web browser acting as a placeholder, it should be optimised to tell/remind that searcher what’s on the page. Your title tag is also there to help the search engines understand what your page is about and how to rank it, making optimisation even more important.
Google typically displays the first 50-60 characters of a title tag. Therefore it’s good practice to keep them under 60 characters otherwise, they’ll be cut off. Here are a few ways to create a title tag that draws attention and prompts searchers to click through to your page to find out more.
Put a Primary Keyword in the First Position
It’s best to place a primary keyword you used on the page at the beginning of your title tag. This will help searchers and Google, know right away what the page’s topic is. After your primary keyword, leave a space and then place a vertical bar, followed by a space and a secondary keyword. Then use a third keyword or your brand name (if it’s recognizable) in the third position. For example, the proper structure is:
Primary Keyword | Secondary Keyword | Your Brand Name
Don’t Overdo It with SEO Keywords
Nobody, including Google likes to see a title tag that looks like this:
Buy Dog Food | Best Dog Food | Cheap Dog Food. Just don’t come up with a title tag that repeats variations of the keyword over and over again. Think of what’s on your page and find a way to tell searchers about the information using descriptive words. Don’t write title tags for Google; write them for the people conducting the online searches.
Assign a Unique Title Tag to Each Page
To help Google understand that your content is unique and valuable and to encourage people to read your content, make sure each page has a unique title tag. If you think that’s not possible to do because you simply have too many pages, you can use a CMS or code-based template to create data-driven, unique titles for all your most important pages.
Avoid getting into the habit of using default title pages like Home Page or New Page. Why? Because they signal to Google that you have duplicate content across your site and even content that matches up to other websites. Plus, people don’t tend to click on these spammy looking title pages, to reduce your CTRs.
Mention Your Brand
If your brand is well-known, you can add it to your title tags to boost your CTRs. Just don’t place your brand name at the beginning of your title tag because it belongs at the end after you’ve entered your keywords. If your brand isn’t strong and well-known, it won’t do you any good to add it to your title tags so don’t bother.
Create Tags for People First
Even though title tags have to be optimised for Google in order to rank, you should always create your tags for people first. Remember that you’re working on getting your targeted audience to click through to your site. Every time someone sees your title tag, they should get a very positive and accurate message about what is on your page.
Once you have taken care of the onpage optimisation, you will need to start looking at building high-quality links to your site to establish your brand as an authority online. This is most often best done through working with a link building SEO agency so as to avoid over-optimisation and securing low-quality links both of which could result in a penalty.