Are you looking to expand the online presence of your business?
Your page may contain high-quality content and follow all SEO guidelines regarding the form of your page.
But if your pages don’t show relevant and attractive information within the SERP, people will not click on your website.
Meaning it won’t rank well.
So how to write Page titles and meta descriptions to make your content more attractive in search results?
In today's article, we will discuss a few tips and tricks to help you make your page noticeable and clickable within your audience.
Now that we have defined our goal, let's get after it.
What Are the Basics of Page Titles and Meta Descriptions?
Before you look into tips on how to write page titles and meta descriptions, let us first define them so we can speak in the same terms.
What are Page Titles, and Where do They Show Up
Page titles are the singular line of text in search results indicating the main idea of the content, the same as the title of a book.
We have all seen Google SERP, but most people do not realize how much effort is placed into that content presentation to catch readers' attention.
A page title is the first thing people see before visiting your page.
Hence, you need to ensure it is impactful and presents value to potential visitors.
Search engine results are not the only place where your page title is visible.
In addition, page titles are shown in browser tabs and social media posts.
What are Meta Descriptions and What Is Their Purpose
A meta description is a brief extract positioned below the Page title.
Meta descriptions tell searchers what your page is about, making it easier for them to understand if they can fin the answer to their query within your page.
For instance, you can use it to describe where a product link leads to or direction analysis of particular problems lead you.
Every word you type within a search query will be bolded in meta descriptions, so searchers can detriment how relevant page content is to their search.
Now that we have defined the basic principles behind terms, we can start looking into how to write page titles and meta descriptions effectively.
Let's sink our teeth into the meat and potatoes of a problem.
What Are Marks of Attractive Page Title and Meta Description
From our definitions of page titles and descriptions, you can see that they are very different but closely related.
Let us now talk about how to write page titles and meta descriptions to boost your page performance.
Start With the Attractive Title
These are the main points that you should have in mind when writing meta titles:
1. Include the Target Keyword Close to the Beginning
For any type of content, it is good SEO practice to include keywords as close as possible to the beginning.
However, pay attention to how you incorporate those keywords.
Note: It is not a good idea to forcefully push too many keywords in a title since search engines can only punish your page for it - it won’t rank well.
Sometimes keyword synonyms are better solutions, but search engines must recognize them as satisfactory for search intent.
2. Write for People, Not for Robots
Search engines decide how visible your content is, and you should optimize the title so algorithms recommend your page, but keep in mind your target audience are people.
The goal is to follow SEO guidelines but, at the same time, specify the benefits of visiting your page.
You can achieve this by playing on a person's emotions, offering deeper knowledge or a solution to some problem.
For example, making the title shows them something is easy to do will make them choose your result over others.
3. Keep it Short
Did you know that titles with the highest CTRs are between 6 and 9 words, according to Backlinko?
As you can see, the difference is not so dramatic that you must force title length, but it is something to keep in mind.
Besides statistics, there is one more limitation you should pay attention to.
SERP shows only 55 characters, so anything beyond that point algorithm will replace the rest of your title with dots - make sure to keep it optimal.
On the other hand, longer titles, in some instances, can give better results in comparison to the short ones, since your content will respond more accurately to search queries.
4. To Brand or Not to Brand, That is The Question
Adding a brand name to your title is not always a good idea, especially close to the beginning.
Search engines and users pay more attention to words placed at the start of any content, and in most cases, queries for your brand will position your page in the top position anyway.
So if you place a brand name as the first or second word, you are losing the opportunity to position yourself better for the target keywords.
Brand name in the title can bring recognition, but be careful and use it organically when the occasion allows it, or it will cause more damage than benefits.
With that idea in mind, there are places where a brand name in the title is beneficial, such as “About Us” or “Careers” pages.
5. Make It One of a Kind
Advice like “make it unique” is old as written language, and of course, it applies to titles for online content as a tool to attract potential visitors.
People are paying more attention to titles with concrete solutions and promises of measurable success.
Including some specific numbers within the title is something that can attract significant amount of people to your website.
Generic titles are not OK, and you should avoid them at all cost.
Furthermore, pages with identical titles from the same domain increase the possibility of cannibalizing traffic where they fight for the same positions and clicks.
If you make a more specific title, like changing it from “IT” to “PCs” or “Smartphones” page traffic might potentially increase.
Use Meta Descriptions to Show Idea Behind The Page
The description is there to elevate your content in the eyes of search engines and searchers.
Rules on how to write page titles and meta descriptions are similar but not the same.
Let us see those for descriptions.
1. Provide Answer to Question
Most queries on search engines are in the form of questions like “What is ROI in Marketing”.
When you are familiar with the mindset of potential readers, you can anticipate their questions regarding the topic.
Your description should answer questions likely placed in search engines, which will help you position your page in users’ minds and make them click on your result.
2. Indicate Solution To The Problem
One type of information people might look for is an answer to a problem they have.
For instance, “How to write an email for a job”.
In this example, we can see instances of real-life issues many people face all over the globe and hints of solutions but not giving it all up right away.
Using a description that tells readers what the article offers, and intriguing them that they can find a solution to their problem is what will make them click.
Also, descriptions that offer specific instances when offered solutions are suitable will help people with vague ideas of what can address their issue to choose your page.
3. Count on People's Emotions
Mark of good sales descriptions always plays to readers' emotions to incite impulse shopping.
The description of this type is specific to online stores, but with the rise in online shopping across the globe, it is worth mentioning it.
You can make the description conservative and stick to facts, and there is nothing wrong with that approach, but an indication that your product is what the reader needs for a happier life is a powerful tool.
With great power comes great responsibility, so use emotional plays wisely.
One of the problems with too emotionally charged descriptions is that they may look too salesy or lack confidence in writers' ideas.
In addition, searchers are more inclined to mark your content as clickbait if your page does not support the hype shown in the description.
4. Add CTA If Possible
Call to action is a tool that can potentially generate a high number of conversions for online content if you use it well.
Sense of urgency and personalization are well-known boosters of any CTA.
You can use phrases like “sign up for free” or “limited offer” to attract more visits to your page.
5. Count Your Words
A huge number of platforms for online content, and everyone has their own rules on the number of words or characters allowed for descriptions.
But the SEO rules are clear.
Keep your meta descriptions under 150 characters so crawlers don’t see your descriptions as too long.
This should give you enough space to deliver your message, so make sure to use it well.
If you limit the number of words in the description, it will help you avoid another trap.
And that is giving all the secrets of your page, so the searcher does not feel the need to visit your page.
To Wrap It Up
Your readers' loyalty might be won or lost based on how you present your page within the SERP.
Make sure to support your website's content with an exciting meta description that draws readers in and encourages them to select it as their first option.
It's true that coming up with titles or descriptions might challenge you, and you might spend a lot of time developing strategies and correcting content that did not garner the right results.
But it will pay off in the end.
Have any questions?
Write us, and we'll gladly answer all your doubts and queries, just as search engines do.
And if you're ready to dominate the SEO growth and write the best articles that rank and attract leads at scale, then get to work.
Or you can let the Omnius team do it for you. The choice is yours.
Contact us and book a 30-minute call to learn how you can improve your SEO and how we can help you on that part.
How do you write a good meta description and title?
Creating an effective meta description and title is crucial for SEO and user engagement.
Craft a concise, keyword-rich title that summarizes your page's content and a compelling meta description that entices users to click by highlighting the value your page offers.
What is a page title and meta description?
A page title, also known as a title tag, is the HTML element that defines the title of a web page.
It appears in the browser's title bar and search engine results.
A meta description is a brief snippet that summarizes a page's content, displayed in search results beneath the title.
These elements play a vital role in search visibility and user click-through rates.
How do you write a page title?
To write an effective page title, include relevant keywords, keep it under 60 characters to ensure it displays properly in search results, and make it enticing to users.
Craft a title that accurately reflects your page's content and provides a clear idea of what users can expect.
How do You Write a Meta Description?
When crafting a meta description, aim for 150-160 characters to ensure it fits in search results.
Use persuasive language to summarize your page's content, include relevant keywords, and address the user's intent.
Highlight the unique value of your page and encourage users to click for more information.