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How to create a catchy title and descriptions in SEO?

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Meta title and meta description are website code elements simultaneously visible in search results and affect SEO results and CTR. Therefore, one of the elements of an SEO/SEM in Dubai, Singapore, Hong Kong, London, or the USA strategy focused on acquiring sales is optimizing the title and description metadata. How to do it and what to pay attention to when creating meta descriptions and SEO titles for subpages?

Title and description – what is it?

Title and description are the titles and descriptions of the website. These are the code snippets of the page in which information about its content is stored. This information is available to both Google algorithms and users after the URL is displayed in the results. The title and description metadata allow the search engine’s algorithms to know the page’s content if you want to know more.

What is the function of metadata for users, and does it matter in SEO?

Is meta title a ranking factor in SEO?

The meta title is the title of the website visible:

  • in the <head> section of the page code,
  • in search results,
  • in the browser tab,
  • in social media posts (but can be changed).

Why is it worth taking care of the content of the page title? Because the title is a ranking factor in Google and can affect the visibility of your website in search results. Moreover, it is one of the elements visible by the user in the search results and can affect the number of visits to your website. The more entries, the better SEO/SEM in Dubai, Singapore, Hong Kong, London, or the USA results you will achieve. 

Page title and H1 header – differences

The title is not the same as the H1 header on your website. In the code of the page, they are marked differently (<title> and <h1>) and have different functions. The H1 header is displayed on the website and is intended for the user, while the title is displayed on external platforms (Social media) and in search engines. They are seen primarily by Google’s algorithms but also by users.

Most CMS (content management systems) use H1 as the title. This is the case, for example, in CMS WordPress. However, you can change the title thanks to the Yoast SEO plugin. For more information on optimizing a WordPress site.

Does the meta description tag affect SEO results?

According to Google, the meta description tag is not a ranking factor, so it does not directly affect the visibility of your website in SERPs. However, it may have an indirect effect. If you create a catchy description, you will attract more interested users to your website. In this way, you will improve the traffic on the site, and more traffic can make the algorithms appreciate your site and improve its position. Therefore, it is worth taking care of the content of the page title and its description. Let’s see how to do it.

How to optimize the title in positioning?

Since the SEO title of the website is a factor influencing the SEO results, you should take care of its proper optimization. How can I do that?

Create a unique title for each subpage

You should write an original title for every page on your site. Why? Because the backups can confuse both users and Google’s algorithms. If several subpages have the same title, Google’s algorithms may have trouble choosing the best page. In this way, you lead to a situation where pages on one site compete for a place in the search results and negatively influence each other’s ranking (cannibalization). If the scale of duplication on your website is large, your position in the search results may drop (due to the Panda Algorithm).

Look for keywords for a given subpage

To find keywords that match the content on a given subpage, use the tools. The best free solution is Google Keyword Planner. Among the SEO tools, you can choose Surfer, Semstorm, Senuto, or Ahrefs. Each of them will allow you to choose keywords that are worth including in the title. Focus on phrases that have little competition but high popularity at the same time.

Make a catchy title for the user

Robots read the meta title, but when your website reaches the top 10 search results, users, incl. Based on the content of the title, they decide whether they will visit your website. Therefore, make sure the title and content are relevant. Think about what information your users are looking for and what they expect. Don’t stuff your keywords into the title.

Include a keyword in your content

After creating a title that is attractive to the user, try to include the most important phrase in it. Ideally, it should be as close to the beginning as possible. This may be relevant to your search engine rankings. To find keywords that match the content on a given subpage, use the tools. The best free solution is Google Keyword Planner, which we wrote about in Among the SEO tools, you can choose Surfer, Semstorm, Senuto, or Ahrefs. Each of them will allow you to choose keywords that are worth including in the title. Focus on phrases that have little competition but high popularity at the same time.
You can include your brand name at the end of the title. Many CMSs allow you to automatically place the brand name in the title, which will work well for multi-page websites.

Keep it short and to the point

For the page title to be displayed in its entirety in search results, it should be 600 pixels, or approx. 50-70 characters. If it is too long, the user will see incomplete content. These rules only apply to desktop devices. In mobile devices, the length of the displayed title is not constant and ranges from 312 to 492 pixels. To verify that the title will be displayed in full, use the Google SERP Simulator tool. The meta title should be specific and contain key information relevant to the user. If you want to make the most available pixels, use the | separator instead of dashes because it has fewer pixels. Even though Gary Illyes has stated that there are no official limits on title length, however, it is worth making sure that it is fully displayed in SERPs.

Optimize your title for several keywords (if possible)

The keywords in the title are important and should be found with it. If possible, you can try to optimize your title for more than one keyword. However, remember not to do this at the expense of transparency and relevance. Your SEO title can’t just be a bunch of phrases. If you want to include additional keywords in your title, choose phrases that actually relate to the content. There is no point in adding phrases in the title because they have a large monthly number of searches.

Add a call to action

In the title, it is worth including not only keywords but also a call to action. This way, you might get a visitor to come to your site and improve your CTR. If you create content in a variable industry (such as Internet marketing), then change the publication date after each update and include the date in the title (e.g., What SEO tools should you choose in 2021?).

Find out what makes your content special and tell users about it

Users searching for content online pay attention to specific elements, so it is worth mentioning them when constructing the article’s title for SEO. These are:

  • comprehensiveness – the user wants to receive all relevant information on a given topic, so it is worth including phrases such as “comprehensive guide”, “guide”, “step by step” in the title;
  • lists – if you have created a list of tools useful in Social Media, inform users about it by placing a list or summary in the title word;
  • time – the internet user is impatient, and you can use it in the title of your subpage; include phrases such as “in X easy steps”; also inform about free delivery for the next day; if the publication date of the article may be important to the user, also put it in title, e.g. by including information about the article update in title.

If your content, product, or offer has many features, choose one to put in the subpage title. Don’t overwhelm the title with information; better make it accurate and clear.

Is your site in the top10? Check how to optimize your title for CTR

Most users only view the first page of search results. Therefore, if you are ranked at the top10, you should re-optimize your title for click-through (CTR). How?

  • include emotions in the meta title – think about what users are looking for and how your content can help them, include words such as “extremely”, “effective”, “effective” in the title;
  • put parentheses in title to make the title easier to read;
  • arouse the curiosity of users – for example through the slogan “Facts, myths about positioning. What you don’t know about SEO, and should you? ”.

What to avoid when creating a meta title?

When creating a meta title for a subpage, you can make some common mistakesWhat activities should be avoided, and what could harm your website’s position in search results?

  • You don’t have any subpage meta titles on your site at all.
  • You create too long and complicated titles.
  • You create vague titles that do not inform the user of the content of the page, eg Flowers.
  • You saturate the titles with key phrases or use them several times and use the same keyword in the title.
  • You create the same (or very similar) titles for different pages.

How to optimize meta description in positioning?

Although meta description does not directly impact the effects of SEO/SEM in Dubai, Singapore, Hong Kong, London, or the USA and is not a ranking factor, its optimization can bring you tangible benefits. One of them is the increase in CTR and website traffic. What activities should meta description optimization involve?

Create a unique description for each page

Remember that each subpage on your website should have a unique description. If the ops are the same on different pages, users may not recognize the subpages, which can lower the CTR. Remember, however, that unique descriptions must appear only on pages that Google indexes. Duplication in canonical pages does not matter.
How to find duplicate meta descriptions on your site? Use Screaming Frog or Netpeak Spider.

Write a short and specific description to expand the title

The description of the subpage should be an extension of the title. Remember to include some additional information in addition to the information contained in the title. However, stick to the character limit – if a description is more than 160 characters long, including spaces, it is unlikely to be fully displayed in search results.

Match the description text to the user’s intent

When creating a meta description, think about which user you are targeting and at what stage of the shopping path. Is he looking for information? Do you want to buy a product? Do you want a quick answer to your question? Fulfill these user’s needs in the subpage description. Find out what information competing sites put in the meta description, get inspired, and create your own description that meets the user’s expectations.

Describe the content of the page in 2-3 sentences

The page’s description should inform the user of what he will find on it and what to expect. Therefore, describe the content of the subpage in 2-3 sentences. Do you present the ways of tying a tie? An example description could be: Tie a tie in tens of seconds thanks to basic knots—beginner Tie Tying Instructions.

Remember about keywords (but use them sparingly)

Since meta descriptions are not a ranking factor, optimizing them does not rely on keyword placement. You can use phrases, but be careful about moderation. In meta description, content that will attract and interest the user is more important.

Use active language

The purpose of meta description optimization is to entice the user to visit your website. Therefore, when optimizing the page description, use verbs in the active voice. Avoid the passive voice at the same time. In this way, you can arouse a potential customer’s interest, curiosity, and willingness to be active. Examples of relevant wording to use in the description are: Practice English, Find out about effective ways to…, Learn and use the best tools.

Include call to action in your page description

Due to the function of meta description (encouraging users to be active), you should include a call to action in it. This way, you can increase your CTR. What challenges to put into action? Check the user’s intentions. If he wants to buy a product, write: Order today and take advantage of free delivery. If you’re looking for information, write: Read our comprehensive guide. If you are considering using the service, please write: Check how much you can get.

Use emoticons wisely

You can often find emoticons and emojis in the page descriptions. It is worth using them, but you should do it wisely. What does it mean? Emoticons should be associated with the content of the subpage and description – only then can Google’s algorithms consider them relevant and display them in search results. Remember, however, that emoticons take away valuable pixels, and then you will have to shorten the text description. If you are convinced that the description is catchy and interesting without emoticons, skip it.

At https://emojipedia.org/, you can find emotes to use in meta descriptions. Remember that they should be adequate to the situation, the content of the page, and the meta description.

What actions to avoid in meta description optimization?

Do you optimize the meta description on your website yourself? Avoid those activities that may harm SEO results.

  • Duplicate meta description – remember that each URL should have a unique description.
  • Using quotation marks – quotation marks can affect the quality of the html code and, consequently, lead to truncation of the meta description content.
  • Misleading users – are you optimizing your meta description? Be honest with the user. Don’t create clickbait content, don’t mislead your potential customer. This can lead to a loss of trust as well as a drop in your position in search results. While clickbait content generates traffic, it also increases the bounce rate.

Will Google always display your meta description?

Don’t be surprised if the meta description in your search results differs from the one you created. Google will not always display your original meta description, but it is impossible to judge exactly what situations will happen. Why is this happening? Because Google often chooses the piece of your content that most closely matches the user’s query.

Summary

The title and description metadata in SEO are important elements of your website, visible in search results, affecting SEO results and users’ interest. Remember to create them not only with Google algorithms in mind – you write them primarily for a real user, your potential customer. Remember to use CTA, use an active language and adjust the content of meta tags to the needs and expectations of the user.

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