Can We Talk Page Titles and Meta Descriptions for SEO?

Part of my job at Webstix is to edit and approve new page titles and meta descriptions we write for our SEO clients. What I'm finding is... shocking!

What's So Shocking, Tony?

A good amount of the time I go through and approve or edit page titles and descriptions, I'm seeing pages that had standard/default titles and really NO meta descriptions at all. None!

Before you buy some product on Amazon that you've never used before, what do you do? You read the reviews. Those review are copy (text) that helps us know whether or not to purchase a product. So, how do you know if you want to click on a link in a Google results page? You read the title and maybe some of the description. If it looks like that is what you're looking for, you click.

What you need is well written copy (text, verbiage... whatever you want to call it). Good copy should be compelling because good copy helps us make decisions. Good titles and descriptions get clicks.

Once your results start getting more clicks, Google moves your site up in rankings, which gets you more traffic. It's a pretty simple formula.

Introduction to Page Titles and Meta Descriptions

Page titles and meta descriptions serve as your website's first impression to both search engines and users. They play a critical role in conveying the content and relevance of a web page. Page titles are displayed as the main headline in search results, while meta descriptions provide a brief snippet of information about the page's content. When optimized effectively, these elements can entice users to click on your link, resulting in increased organic traffic.

In other words, they are what search engines use and it's what is seen in search results:

The Importance of Page Titles

Page titles are one of the most prominent on-page SEO elements. They not only influence click-through rates but also carry substantial weight in search engine algorithms. Titles need to be compelling. That means they should make people want to click. For example, your home page's title should not be just "Home" - in that case, Google actually figures out what to show, but that's not good optimization, at all.

A well-optimized page title should:

• Accurately describe the page's content.
• Include primary keywords that represent the topic of the page.
• Be concise and engaging, typically between 50-60 characters to ensure visibility in search results.
• Convey the unique value proposition or main message of the page.

The Role of Meta Descriptions

Meta descriptions, though not a direct ranking factor, are equally important for SEO. They provide an opportunity to elaborate on the page's content, giving users a preview of what they can expect. Descriptions should also make people want to click.

An optimized meta description should:

• Complement the page title by providing additional context.
• Include secondary keywords and related terms to enhance search visibility.
• Be compelling and informative, encouraging users to click.
• Maintain a length of around 150-160 characters to ensure complete visibility in search results.

Best Practices for Page Titles

Optimizing page titles requires a strategic approach that balances user engagement and search engine visibility. Here are some best practices to help you craft effective page titles:

1. Keyword Research

• Conduct thorough keyword research to identify relevant and high-performing keywords for your page.
• Choose primary and secondary keywords that accurately represent the page's content.
• Consider long-tail keywords to target specific user intent.

2. Front-Load Keywords

• Place your primary keyword near the beginning of the page title for maximum impact.
• Ensure that it flows naturally and makes sense to users.

3. Create Unique Titles

• Each page on your website should have a unique title that reflects its specific content.
• Avoid duplicate titles, as this can confuse search engines and users.

4. Maintain Consistency

• Keep your page titles consistent with the actual content of the page.
• Avoid clickbait or misleading titles, as this can lead to a high bounce rate and lower rankings.

5. Be the Optimal Length

• Aim for page titles that are 50-60 characters in length to ensure they display properly in search results.
• Use online tools to check the character count of your titles.

6. Add Your Branding

• Include your brand name in the page title if applicable and if it doesn't make the title too long.
• Brand recognition can lead to higher click-through rates.

7. Monitor Performance

• Regularly analyze the performance of your page titles using SEO tools and adjust them as needed.
• Pay attention to click-through rates, bounce rates, and rankings.

Best Practices for Meta Descriptions

Crafting compelling and informative meta descriptions is essential for encouraging users to click on your search result. Here are some best practices for optimizing meta descriptions:

1. Match Content

• Ensure that your meta description accurately reflects the content of the page.
• Avoid generic or misleading descriptions that may disappoint users.

2. Use Actionable Language

• Encourage user engagement by using action-oriented language in your meta description.
• Include phrases like "Learn more," "Discover," or "Find out how."

3. Highlight Benefits

• Emphasize the benefits or unique selling points of your content within the meta description.
• Address the user's problem or need and how your page can solve it.

4. Incorporate Keywords

• Include secondary keywords and related terms within the meta description.
• Keywords in the meta description may appear in bold in search results, drawing attention to your listing.

5. Maintain Relevance

• Keep the meta description length between 150-160 characters to ensure it displays fully in search results.
• Avoid keyword stuffing and prioritize readability.

6. Add a Call to Action (CTA)

• Conclude your meta description with a compelling CTA, encouraging users to click.
• Examples include "Read now," "Get started," or "Shop today."

7. Test and Iterate

• Continuously test different meta descriptions to determine which ones perform best.
• Monitor click-through rates and user engagement to refine your approach.

So,,, Does That Make Sense? It Should

Page titles and meta descriptions are essential elements of on-page SEO that can have a significant impact on your website's performance in search engine results. Remember, compelling headlines and meta descriptions are open-ended. They don't give away all the info, but they make people want to click. For example, "The One Thing 99% of Companies Miss With Their SEO" or something like that. But then, deliver on it, of course.

By following the best practices outlined in this article, you can create page titles and meta descriptions that not only improve your website's search visibility but also entice users to click through to your content.

One, good place to get started with SEO, if you endeavor to do it yourself, is Google's SEO Guide.

Remember that SEO is an ongoing process, so regularly monitor and refine your page titles and meta descriptions to stay competitive and maximize your organic traffic.