The title and meta descriptions tags are the first elements your users discover in SERPs (search engine results page) after they have searched. Needless to explain the importance of these data in the ranking of your pages.
In fact, it’s too hard to resist … THERE IS MORE IMPORTANT!
Indeed, the tag title and meta description are among the main criteria used by the famous Google algorithm to position your pages. So what are the rules to optimize these tags perfectly? Which are the errors to avoid? How to succeed in seducing both the Google robots and your visitors? Discover in this post all the keys to perfectly parameterize your title and meta descriptions.
Title Tag: What are the rules for optimization?
It is important to note that the title tag has a double stake for the referencing of your pages. In fact, it must meet the requirements set by the Google rules and respond to the expectations of Internet users on the typed request.
Here are the main Google rules regarding optimization for your title tags. These allow Google’s robots to better understand your pages and thus the query on which you want to position yourself!
- Insert the worked keyword in the title tag of your page.
- Preferably place the key phrase at the beginning of the title.
- Work the lexical field of the subject treated in the page.
- Do not repeat the request several times (risk of over-optimization)
- Do not use a title similar to another page on the site.
- Prefer a good syntax rather than a list of keywords.
We recommend not to exceed 60 characters for the title tag at the risk of being cut by three points of suspension and to lose relevance in the eyes of Google.
Here are some tips to seduce users and increase your chances that a user clicks on your result rather than another when he discovers the search results present on the search engine.
- Put yourself in the shoes of the internet user who does the research.
- Identify the needs and issues of the request.
You’ve done the hardest! Now that you are fully aware of what the user is looking for, follow his / her request in a clear, seductive and clear way!
- Highlight the flagship argument for the query
- Incorporate punctuation to give life to your title
- Do not hesitate to insert commercial data
For example on a query of type “cheap watch”, put forward a -60% reduction type may be catchy. Come on, I start, here is what could give an attractive title on the query:
- Cheap watches: Enjoy -60% on all products!
How to optimize its meta description?
Unlike the title tag, the meta description has for simple and unique purpose to seduce your users because this is no longer part of the criteria of positioning by Google. This is an indirect rating effect because if you offer a great user experience to your visitors, then Google will take this factor to better position you.
Longer than the title tag, the meta description is the logical sequel so take advantage of it to further develop and argue your ideas. Always keep in mind what the user is looking for and do not do a classic word processing in itself. We recommend for the meta description not to exceed 150 characters at the risk of being cut by three points of suspension and to lose relevance in the eyes of Google.
Finally, let’s go to the end of the example on the optimization of the keyword “cheap watches” quoted above. Here is what a respectable meta description could give:
Looking for a cheap watches? Find the best brands on the market at unbeatable prices (-60%)!
Some tricks to go further!
To go further and clear your doubts or be certain of your choices, nothing is better than a keyword audit to refine your understanding of a query. Indeed, taking again the example treated in this post, it would be wise to analyze the lexical field and the associated queries.
- Perform searches associated with the Google Keyword Generator
- Analyze well-positioned sites in Google results (first 2 pages)
- Use semantic tools to permeate the lexical field (like semrush)
- Do not hesitate to brainstorm several to confront your ideas
Sometimes our understanding of a query is not consistent with reality and it is important to use powerful SEO tools to refine keyword stakes.
Google will always position the site that best answers the question that the user poses by doing his research and it starts with a perfect optimization of his meta data (Title and Met description). It is, therefore, necessary to find what lies behind the requests, beyond the simple definition of the term typed. If you’ve come up with a clear answer to Google’s technical criteria while offering content that appeals to users, then you’ll have a good chance of positioning yourself.
Finally, this reflection should be at the root of all your SEO strategy because the content of your site will also have to meet these requirements. The content of the landing page must be totally adapted to the first information transmitted to your users through your title and meta description tags, at the risk of disappointing your visitors and thus negatively impacting your positioning.
Want to work your title and meta description tags optimally? Contact Seo Hero without further delay we will be delighted to accompany you in this project!