Titles give users a quick insight into the content of the web page and how it might be relevant to their query. It is often the primary piece of information with the meta description (see below) that is used by potential visitors to decide which search result to click on, so it’s important to use high-quality and meaningful titles when you optimize your web pages. Here are best practice guidelines for writing title tags:
Title tags generally should be less than 71 characters long so the whole tag fits on results pages when it is displayed and people can read it at a quick glance.
Every title tag on your website should be made unique with distinct, descriptive titles for every page on your site. The HTML suggestions page in Google Webmaster Tools lists missing or potentially problematic title tags.
Use keywords in title tags and place important keywords close to the front of the title tag. Search Engines will “bold” (or highlight) those terms in the search results when a user has performed a query with those terms.
Avoid keyword spamming. There is no reason to have the same words or phrases appear multiple times. Also, try to have a theme for each page so you’re not recycling the same keywords in multiple title tags (this runs the risk of cannibalization of search results – Google can be unsure of the best page to rank).
Google recommends titles include your brand so include your site name at the beginning or end of each page title, separated from the rest of the title with a delimiter such as a hyphen, colon, or pipe.
What is a meta description tag?
Matt Cutts, Google’s former head of Webspam, announced in 2009 that neither meta descriptions nor meta keywords factor into Google’s ranking algorithms for web search (Is it really so?). However, he stresses that it is still important to write a meta description as Google will sometimes use the summary in search results snippets (located below the URL) if the Search Engine believes it is an accurate synopsis of the page.
Accurate meta descriptions can also help improve your click-through rates along with relevant title tags. Here are best practice guidelines for writing meta descriptions.
Meta description tags generally should be approximately 150-310 characters long so the whole tag fits on Search Engine Results Pages when it is displayed and people can read it at a quick glance.
Ideally, every page on your site should have a unique meta description. Google suggests using site-level descriptions on the main home page or other aggregation pages, and use page-level descriptions everywhere else.
For a large site, creating unique meta descriptions may be time-consuming. Google suggests that at the least, create a summary of the critical URLs like your home page and popular pages. The HTML suggestions page in Webmaster Tools lists pages where Google has detected missing or problematic meta descriptions.
The meta description tag should ideally target a unique keyword for each web page but again avoid keyword spamming and have the keyword only appear once.
Descriptions are like a short sales pitch or summary for the page. Write keyword-rich descriptions that engage visitors and entice them to click-through to your website.
The meta description does not have to be a full sentence. It can include important facts relevant to potential visitors. For example, articles can list the author, date of publication, or byline information – just keep it within the character limit.
Writing title tags and meta descriptions for click-through optimization
When tackling title tags and meta descriptions, the end user is always the most important factor – not the search engine. Including keywords in your titles and descriptions is important, but SEO can take their titles and descriptions to the next level by considering these tags in the context of motivating a user to click, similar to a PPC ad. Here are a few quick tips on improving click-through rates with title tags and meta descriptions.