What is the Title Tag?
The copy you use for your page title tag can make a big difference on how many people click through to your site from the SERP. With click through rate from the SERP a major factor within the RankBrain algorithm, the page title you use is critically important.
Your most important keywords should be placed into the far left of the title tag as possible. Google assigns more importance to the keywords at the beginning of the tag. Note also that each page on your website should have unique content, especially including your page title tags.
For best practices, make sure that your page title is no longer than seven words and no more than 60 characters at the most including spaces, even though technically, the title tag can be as long as 70 characters. A long page title will not necessarily hurt your site, however if it is too long, it will be truncated and won’t appear in its entirety in the search results.
Don’t mass replicate your title tags as this may create duplicate content issues.
Crafting a Compelling Page Title
For each page of your site, compile a list of your most important keywords and phrases that are essential for that webpage’s theme. For example, if you are writing about the health benefits of coconut oil, you need to perform keyword research to discover what people are typing into search engines when searching for information on coconut oil.
Once you have a strong list of keywords, narrow them down to the top 3 or 4 most relevant keywords and use them to craft your page title. It is important to include LSI keywords – close variants, keyword stems and synonyms. As mentioned earlier, each webpage on your site must have a unique title tag. Different pages on your site cannot have the same title tag.
So, if you are a local business selling pizza online, you can include specific keywords like – Order Your Pizza Now, or Home Delivery Pizza along with your phone number in your title tag.
When including your phone number in the title tag, make sure it exactly matches up with one of the phone numbers you added to your Google My Business page. Note that search engines will ignore stop words in the title tag. Stop words include words such as “in”, “and”, “the”, etc.
Arrange the keywords you are going to use to create your title tag in order of importance, with the ones you want to rank highest at the top.
The format you want is:
Primary Keyword – Secondary Keyword | Brand name
For instance, assume that you’re Cool Greetings, and sell personalized greeting cards on your website. On the page in question, you sell all types of birthday cards. Your primary and secondary keywords could be:
- Personalized greeting cards
- Birthday cards
- Greeting cards
- Free delivery
Now you need to combine your main keywords into a readable sentence using as few words as possible, because each additional keyword dilutes the ranking relevance of the others. For the above company, you can come up with:
<title>Personalized Birthday Greeting Cards – Free delivery. CoolGreetings.com</title>
Notice that the keywords are in the right order for people searching for personalized birthday cards, with the most important keywords towards the start of the tag.
If you add important keywords at the end of the sentence, they may lose some of their relevancy weight because search engines consider keywords closer to the start of the tag as the most important. Note that you don’t even need to add the words “Greeting Cards” because the words “Personalized Birthday Cards” tells the whole story.