Search engine optimization has three big factors nowadays: the page content, links to the page, and the page title. When it comes to actually driving real, live people to your page or post, no single element is more important than the title.
What Is the Title Tag?
The title tag describes an online document. It appears in three key places:
The title tag shows up a browser’s tabs.
Search Engine Result Page
Title tags also show up in search engine results.
Many external websites (especially social media sites such as Facebook, below) will use the title of a web page as its link anchor text.
Why is it So Important?
On average, 8 out of 10 people will read the title before deciding whether to click on the link or read the rest of a page, while only 2 out of 10 will read any of the content before deciding to click or continue. This is the secret power of the title, and why it is so important to the effectiveness of the entire piece. The better the title, the better your odds of getting what you’ve written read by more people.
According to the best copywriters, you should spend half of the entire time it takes to write an article on the title. If you’re writing a blog post that is really important to you or your business, one that you really want people to read, you should downright obsess over your post title.
Writing a great title doesn’t guarantee the success of your writing. The interest generated by the title still needs to be satisfied in the rest of the piece. But great content with a bad or even mediocre title is doomed to go largely unread.
Advice for Writing Your Title Tag
The title of a page or post should be an accurate and concise description of the content.
Watch the Length
70 characters is about the maximum that will display in search engine results pages. After that, the search engine will show an ellipsis – “…” – to show that the tag has been cut off.
Place Important Keywords First
Search engines consider words at the beginning of a title tag more important that words in the middle or end. Search engine results page also display keyword matches in your title in bold, which will draw the users eye to your article.
Company or Brand Name
There’s frequent debate about where to include the name of the company or brand in the title. We’ve found that, unless you’re a well-known company or brand like McDonald’s, Nike, or the NHL, your name should go at the end of the title, after all your keywords.
The title tag is the most important part of any page or article on your website, and must be given the time and attention it deserves. With the information in this article, you can get started writing titles that will improve your search engine rankings while driving visitors to your website!