The title tag is one of the most important pieces of content when it comes to search engine optimization. There are two reasons why:
- It's the first thing searchers will see when they scour results on a search engine
- Search engine spiders tend to give some weight to title tags for indexing purposes
Title tags might be difficult for some copywriters to embrace because there's such a short amount of space to work with. But there's tremendous opportunity here to drive visitors to the web site you're optimizing and here are some tricks to get the job done.
Let's say you need to cram "boys bedding" and "baseball bedding" into the same title tag, as well as include the company name. You can combine the two keyword phrases into one phrase. Try "boys' baseball bedding" or "Baseball bedding for boys."
Company Name Placement
Unless you're keyword is the company name, the brand name should always go at the end. If a searcher is looking for "baseball bedding" – then you want that term to come as close to the beginning of the title tag as possible. The first words of the title tag should match the searchers words as much as possible. Companies resist this tactic, but it's good for usability and some would argue it's good for search engine placement as well. So, now our title tag looks like "Boys' baseball bedding at Company Name."
Calls to Action
Incorporating a call to action into your title tag is a great way to help searchers know what to do next. You know this because you place calls to action in your copy. Now, use this tried and true tactic in your title tags.
Following along our bedding theme, possible title tags could be:
- "Boys' baseball bedding now 15% off at Company Name."
- "Great deals on boys' baseball bedding at Company Name."
- "Durable boys baseball bedding at Company Name."
As you can see, incorporating a call to action with blended keywords can help your title tag stand out from all the other search results, which is especially useful in a competitive niche.
If you're just starting out, or only have limited time to devote to on-page SEO, then writing good title tags is a great place to start. Don't overlook this opportunity to both tell search engines what your page is about, and to communicate directly to searchers as they scan the search results page.
For more on Title Tags, check out:
The Original Search Marketing Event is Back!
SES Denver (Oct 16) offers an intense day of learning all the critical aspects of search engine optimization (SEO) and paid search advertising (PPC). The mission of SES remains the same as it did from the start - to help you master being found on search engines. Early Bird rates available through Sept 12. Register today!