SEO Resources - Frequently Asked Questions
What about Optimizing <title> Tags?
It is no secret among the SEO community that the <title> tag of a web page plays a large role in determining where that page will rank for certain keywords. It also is the boldest displayed line in most Search Engine ranking pages (SERPs), and therefore needs to do everything it can in encouraging clicks from users.
So how can you better utilize your <title> tags to both optimize your pages for Search Engines and attract confidence and attention from users? Try some of the following:
- Use your site title or brand at the beginning and end of your titles. This will be noticeable to users browsing SERPs - if they recognize your brand they will be more likely to click through to your page than to another "generic" page containing similar information.
- It is a good idea to divide your brand / site title from the content description in the title tag. Dashes, pipettes ("|") or other symbols. This helps differentiate the two in the users mind.
- Try to be consistent when writing your <title> tags. If you get to where users recognize your brand, they'll also recognize the structure of information within your title tags - consistency will help them become familiar with your site.
- Understand user intentions when you author title tags. If your users are looking for information your title tags can be descriptive. If they are looking to perform an action, like buying a product, selling a product, locating a store, etc, it is a good idea to include this action in your title tag. In other words, if your site sells t-shirts and your users are most likely looking to buy t-shirts, your title tag should probably contain the words, "buy t-shirts" among other information.
- You should limit the length of your title tags to 65 characters. Anything longer than this will almost always be cut off by the Search Engines. Treat your title tags as you would treat a pay-per-click ad. You have limited space to convince the user to click through. While title tags are more difficult to measure than pay-per-click ads you can still do some analysis based on the average number of user Searches for your particular market. Coupled with conversion metrics this can be great tool to evaluate the success of your web site.
- Keywords and key phrases - if you've done any amount of keyword reSearch you have a good idea of what keywords and phrases you should target for each of your pages. Namely, those that are underutilized by competitors but still command a good amount of Search traffic. Whatever your target Search terms are you should definitely include them in your title tags.
- Many SEO specialists recommend doubling the content of your <title> tag in your <h1> header tag. The argument here is that not only will it increase your SEO for the keywords contained in your <title> tag but that the user, having seen your title tag first in the SERPs, is expecting to find that headline when they enter the page. Users who come to your pages from the SERPs because your title tag attracted them are more likely to stay longer if the page reflects their original goal or intent.
