Using and optimizing the title tag. How to write a page title How to write a home page title correctly

Tag
And

or internal pages

And

2. Include your brand in the page title.

Use your site's name or brand at the beginning or end of the title tag on every page to help users understand where they're going to go and improve return rates. Some search engine users skim their eyes down the SERPs to find a trusted brand.

Option 1: Search Engine Optimization
Option 2: Search Engine Optimization - Wikipedia
Option 3: Optimization.ru: Search engine optimization and website promotion

3. Use different titles on different pages.

The title tag must be unique on each page, and it must also be unique across all search results. To uniqueize the tag within your site, use the names of articles, sections, categories, and so on in it. If any article is paginated, then add text at the end of the title Page 2 of 10 or simply Page 2. To uniqueize page titles throughout the search index, it is convenient to use the brand name in the title. The same headings can cause duplicate content to appear and, accordingly, some pages to get into the “additional search results”.

4. The title must contain keywords.

Keys should fall into the title in a natural way, search engines will assign the most weight to these words from all that occur in the text. Therefore, when optimizing a page for a specific key phrase, it is worth including it in the title first of all. Internal links to a particular page most often contain its title in the anchor, just like with natural external links, people put the title of the page in the anchor, so if this tag does not contain keywords, then you lose a great opportunity to make the page more relevant at no cost for a specific key phrase and promote your site for it a little higher in the search results.

5. Don't include too many keywords in the title.

It is necessary to add keys to this tag, but you should know the measure and find the line between seo optimization and usability. When adding keys to a title, make sure it remains readable. You should not drive more than 2-3 key phrases into the page title, leave the title, first of all, readable and understandable for users. With a large number of keywords, create several pages on the site, each of which will be devoted to 1-2 keywords, this way you will shorten the titles and increase the conversion.

Examples of long and short titles:

Download music in mp3 format: dance, club, electronic, download clips of new songs - music portal Muz.ru

MP3collection.ru >> Dance music, electronic club music

6. Don't use stop words in the title.

Search engines do not take into account stop words - those that occur in texts so often that they cannot be meaningful for the search. As a rule, these are pronouns, prepositions and particles. Search engines usually ignore stop words, even if they appear in the query text.

Among the Russian-language stop words, one can distinguish such as: about, And, or, to, I, not, before etc. Among the English speakers it is a, about, an, as, are, but, be, or, and, for and others.

7. Each word should not be repeated more than twice.

It is better to combine words, insert derivatives of words, etc., focus more on users. When a word occurs in the title more than twice, the title becomes long, unreadable and spammy from the point of view of search engines. For example, this header:

Nokia 3410 – phone, case for Nokia 3410, case for Nokia 3410 battery for Nokia 3410

not usable at all, its redundancy resembles spam, which strives to remind search engines what the page is about. It's better to use something like this in this case:

Nokia 3410 phone - case, case, battery, accessories

8. Don't use overly long page titles.

Limit on the number of characters counted in the title tag for google is an 70 characters so that the name in the sickle fits in one line. IN Yandex taken into account in the title no more 15 words, and displayed no more 80 characters. If your title is more than the maximum value, the search engine will automatically truncate it (google will add an ellipsis at the end).

9. Keep your title no longer than 8 words.

At 70-80 characters, it is quite difficult to fit more than 8 words, however, some still make the title too long. For google it is eight, for Yandex it is 16. Remember that users, when referring to your pages, do not like to change the title by inserting it into the anchor of the link. Focusing only on Yandex and making a title of more than 8 words, you lose in google.

10. Put the most significant keywords at the beginning of the title.

Thus, even with a long title, you will be sure that the keywords will be included in the anchor of internal and external links and will affect the link ranking. If you like long titles, then put the brand at the end, not at the beginning of the tag. Pay attention to how different companies and services make headlines. For example, Wikipedia:

Wikipedia - the free encyclopedia

however, for the inner page:

Federal constitutional law - Wikipedia.

11. Use patterns.

A pattern is a pattern. If you need to place multiple keywords in the title tag, or use multiple modifiers, then use templates like this:

[mod1 keyword] + [modifier2 keyword] = [mod1 modif2 keyword]

For example, Find a job at home + Work from home via the Internet = Find a job at home online.

Templates can be different, here are some of them:

KW1, KW2, KW3
KW1, KW2 and KW3
KW1 | KW2 | KW3

However, it is worth remembering that with long keywords, you may not fit into the desired headline length restrictions.

12. Don't use special characters.

Search engines support a number of special characters that you can put in the title tag. These are the following characters (not the whole list):

In search results, special characters look something like this:

In the past, other special characters were also supported, which are currently simply ignored. Unsupported characters include ASCII characters and the following HTML entities.

The Title tag is the title of the html document. Title is almost always used in search engine results. At the moment, it is very important for classic SEO and for attracting attention in social networks.

The main purpose of the Title tag is to accurately and concisely describe the content of the page content.

This element is very important how to users(when they decide whether to go to this page from the search results), as well as search engines(one of the important factors in determining the relevance of a page to certain search queries).

Optimal title tag structure

Main keyword - secondary keyword | brand name

Optimal length for search engines

Google usually displays the first 50-60 characters, or as many characters as will fit in 512 pixels. If all your titles are 55 characters, then you can expect about 95% of the pages to be fully rendered.

However, search engines may choose to display other text as well: the title in the results can be changed

• for your brand
• custom request
• or for any other reasons (for example, keyword spamming)

Why is the title tag so important?

Title has long been considered one of the most important factors among internal ranking factors (most important: page content) and it appears in 3 places:

1. Browser. Displayed at the top of your browser + in your bookmarks.

2. On search result pages. When using keywords in the title, search engines will highlight them in search results if the user has completed a query with those keywords. This gives the user more reason to click on your link.

3. On external sites. Many external sites, especially social networks, will use the title as an anchor link to your page.

For example, this is how it looks on Facebook:

And now let's figure out how best to optimize and write the title on your site.

How to properly optimize a title

• Always remember the length

As mentioned above, search engines will shorten your title if you exceed the boundary threshold. But, on the other hand, this length is not a very hard rule.

Since long titles can work much better to get traffic from social networks. And also, even if some keywords were not displayed by the search engine, this does not mean at all that they do not take any part in the ranking. Therefore, it is desirable to make the title as natural and clickable as possible, while sacrificing length.

• Put the main keywords at the beginning

According to experiments and our experience, the closer the key phrase is to the beginning of the title, the more weight it has in ranking. In addition, the likelihood that the user will click on our link in the search results increases.

• Brand Strengthening

If your brand is well-known in your target market, then in such cases, it needs to be placed in the visible area of ​​the title so that users pay attention to it in the search results. In other cases, the brand is better added to the end of the title tag.

• Readability and emotional impact

Creating an attractive headline can help to significantly increase the number of clicks from the SERPs. When you're creating headlines, it's very important to think about all of the user interactions beyond SEO and keyword usage.

Tools that can help with title optimization

In order not to wait for how your page will look in the SERP, but to immediately get the maximum effect, we recommend using the following SERP simulation services:

As a result, you can see how the title looks in the search results:

Finally

The title tag is equally important for both , and end users. Using well-constructed and unique titles for all pages of your site will help you rank higher in the search engines.

About how to make titles correctly.

In this article, I will describe in detail the basic principles of compiling and optimizing titles. Here I will answer some recurring questions, show examples from videos and more.

In general, in this article - everything you need to know about how to correctly compose a title, description for a site.

What is Title?

The Title tag is an HTML element that tells search engines and visitors, in the most concise and understandable way, exactly what the page is about. The title is displayed in: browser, social networks and search results. Must be unique for each page.

What does it look like?

In browser

In search results

Why is it important?

• Because a significant number of optimizers do not know how to compose metadata.
• Metadata is included in the mandatory list of actions that cannot be faked, otherwise all further actions turn into a waste of time.
• Because it can be embarrassing in front of other optimizers, to whom dissatisfied customers will leave.
• On a simple title update, you can significantly increase traffic:

General principles

Fundamental truths that consist of only 9 points

1. A lot of titles are crooked and wrong.
2. To correctly compose the Title tag, you need to conduct a preliminary analysis.
3. You need to be able to carefully compose the semantic core.
4. You need to be able to analyze the kernel.
5. You need to be able to distinguish between human and robotic.
6. It is necessary to distribute semantics between pages.
7. You need to have a clear mind.
8. You need to read books.
9. Need to waste time.

Don't forget also that the title is just part of the page markup, there is also text with headings. Do not try to add absolutely all requests to it.

Remember that titles that are too short may not always be justified. While often you can find this situation:

Google, unlike its younger brother, only shows the first part of the title. There are times when Google does not show the title, and then the page title is shown in the search results, as well as the brand name.

By the way, experimenting with Title helped us .

How to write a title incorrectly

Composing titles without collecting a semantic core

In any issue, you can find examples of trusted sites that have titles written incorrectly.

Title: Climate equipment store Klimadom - Climate equipment and air conditioners in Moscow and the Moscow region

It is enough for this site to prescribe the correct title and optimize the page in order to instantly grow in the search results.

But the owners tried, paid money for the creation, filling, and even the functionality of automatically displaying a message about the work schedule after 18:00 was withdrawn.

The main mistake of such sites is that titles are written without compiling a semantic core and site structure.

This is a very common mistake of sites that did not turn to, but tried to quickly optimize the page on their own.

adjectives

• For commercial keywords

The use of adjectives in the title tag is inappropriate. I don't recommend words like best, advantageous, most, huge.

• By information keywords

Using adjectives increases CTR. Important! The content of the content must match the adjectives used.

Stop words in title

Do not use pronouns, particles or prepositions in the title. They are not considered by search engines.

The most popular stop words are: and, or, o, k, i, not, before, etc.

Exception: phraseological units "to be or not to be"

You need to be careful about the brand name at the beginning of the title. In rare cases, this option is allowed if the company is very well known offline. But in competitive topics, leaders rarely use this method.

This is a gross mistake and complete chaos in the head of a person who makes up such a description of the page.

Listing cities when writing a title tag is, in most cases, an unjustified measure. If the product is sold throughout the country, it will simply be impossible to cover them in the title.

In what cases is the use of the city (toponym) justified:

• If the company operates in the same region.
• If the company operates in several regions or has a representative office or other competitive advantage in these cities.
• If the content of the page is customized for the city (ads, etc.).

Uppercase

Do not use UPPERCASE when forming the Title. Stand out with content and intelligence.

Templates for title

The use of templates is justified for standard pages. But often specialists create templates for all pages in order to save time. In this case, the semantic core and the personal approach to optimization are ignored.

Buy in the online store

A complex of errors in one title

Buy bed linen at an affordable price in the Brand online store with delivery to Yekaterinburg, Perm, Chelyabinsk, Tyumen, Ufa, Kurgan, Surgut, Salekhard

This title will be missed by many SEOs. They won't even think about changing it. Only one thing is good in it - the use of a key query at the beginning of a phrase. Everything else is wrong.

Collection of preliminary data

Most of the errors in the compilation of metadata are associated with the use of incorrect preliminary data on the structure and semantic core. Simply put: there is no understanding of which requests are being promoted to a particular page.

The sequence of actions is very simple:

• We make the structure of the site.
• We break groups of requests for specific pages.
• We compose the semantic core.

No titles without structure

After the video, I got several questions about the title that had the same error. Let's analyze one of them:

The application has the following semantics for the page:

Here is the actual answer:

Accordingly, the title was originally as follows:

Assessment of the cost of an apartment for a mortgage, bank, court.

Given that you need to create a separate page Appraisal of the apartment for the court and the title will be like this:

Evaluation of the apartment for the court. Independent appraisal of the cost of the apartment, repairs for the court.

Rule #1: title can be written correctly only with a well-formed site structure.

Structure example:

On the site, such a structure might look like this:

After the structure, we prepare the semantic core. To use the correct words in the title, you must immediately take into account the adjusted frequency of a particular query.

You need to know exactly what phrase is more correct to write in the title - Website promotion or website promotion, apartment renovation or apartment renovation?

Indeed, very often optimizers do not check this parameter before compiling metadata:

After working with the semantic core, we get data that we can work with when compiling a title:

How to write a title

Analysis tools

After the preparatory work, you can start compiling the title for the site pages.

To make sure everything is done correctly, we use the following tools:

1. We look at the search results and metadata of competitors.
2. We look at the semantic core and the specified frequency.

When analyzing competitors, we exclude very trusted sites. You should not pay too much attention to the metadata of these sites.

In the title of competitors, you can find new ideas or queries that for some reason were skipped in the semantic core. Very often you can find non-obvious words, synonyms, etc.

In addition, proper headings increase the chance of a page getting into .

title length

The optimal title length varies from 55 to 90 characters.

In Yandex search results, the number of characters in the Title is up to 68, in Google search results, up to 59 characters.

The basic rules are as follows:

• The main keyword is at the beginning of the title.
• All words with the highest specified frequency should be placed in the first 55 characters.
• All other words can fit a segment of 55 to 90 characters.

I never use a very short title and don't duplicate it with H1 titles. An exception may be a blog entry, service pages, news.

Regional Requests

If the business is aimed at the local market, the name of the city (toponym) must be used in the title.

The main rule for regional sites: the toponym should be at the very beginning of the title.

Not right:
Buy air conditioner. Sale of air conditioner in Moscow

Do not write the name of the country in the title (in Russia, in Ukraine). In rare cases, when you have a large directory with regions for the root category, this can be done. In all other cases, no.

Right:
Buy air conditioner in Moscow. Prices, sale, installation of air conditioners in Moscow.

Symbols

Here the rule is very simple and universal:

You can use the characters that your competitors have in the title.

At the moment, the output contains: dot, comma, em dash, en dash, colon, such a stick |.

In order of precedence, I use the following characters: comma, period, dash, colon.

Rare characters in Title

Here you need to experiment, and monitor whether the CTR increases after their implementation.

You can test how the site will look with symbols in the Title in the snippet generator.

Brand in title

The brand name must be used in the title. In most cases, it should be used at the end of a tag.

1. Buy a coffee maker in Moscow in the Kofevarkin online store (the best option).
2. Buy a coffee maker in Moscow - Kofevarkin online store.
3. Kofevarkin: buy a coffee maker in Moscow (not recommended).

Number of keywords

Technique: Common sense

Title: The largest online store of children's toys can not be called right. But for a number of other factors: content on the site, linking, links to the domain, this site is in the top 3 results for the query "Toys".

In this situation, the title of the main one can be left alone. Although it can not be called ideal.

Title for product cards

A product card in online stores is an example of typical pages for which the compilation of titles should be automated.

The template usually consists of:

• product names
• buy words
• region
• online store names

Example

Fitness tracker Xiaomi Mi Band 2 buy in Odessa — Citrus

Example of creating a new title

On the example of the request "Shapewear cutie"

Here are the titles currently in the search results

More or less correct titles for 3rd and 4th places in the search results.

We compose semantics, look at the hints:

Specify the frequency of requests:

I propose to automate the process with the help of a keycollector.

As a result, we get the following Title options:

1. Shapewear Milavitsa - catalog, buy slimming lingerie Milavitsa in the online store
2. Buy shapewear Milavitsa: catalog, slimming lingerie Milavitsa in the online store

Learn more about .

Old title: Free home design software, review, download home planning software

New title: Free house design software: overview, download program for creating 3D house design and layout - Site name

It is very important not to forget that the article itself also needs to be finalized.

An interesting case on finalizing metadata is presented in the article:

Studying the semantics and adding a year to the title resulted in more than a 4x increase in traffic.

conclusions

When compiling a title, it is necessary, first of all, to distribute queries across pages, compose a semantic core and unload the specified query frequency.

The general conclusions are as follows:

• Correct title = higher CTR in search results than competitors;
• First, only the most frequent word or phrase;
• In the first 55 characters, use the most frequent words;
• Never make a title in isolation from the semantic core;
• Always correctly distribute pages depending on key queries;
• Use separators;
• Study the title of competitors;
• Use only frequent keywords;
• Don't forget the text;
• Make the title look good and readable;
• Don't make a list of keywords;
• Do not steal from standards and do not steal at all.

By the way, we used this principle at, where the site grew to 3 million search traffic per month.

You can also watch the webinar, in which I talk about some points in more detail:

Well, remember: a good title does not solve all optimization issues, but it is one of the most important markup attributes. Any optimizer should be able to correctly compose the title title, which combines the benefits for search engines and readability for site visitors.

Need to improve the title of your site? advice from the Livepage team.

In Google and we see: The title tag on the page is the second most important factor (after the content) that has a big impact on the relevancy of the site.

I decided to summarize my own and other people's knowledge on the topic "web resource page title" and arrange it in this article. In this article, we will talk about the incorrect and correct page title, how to compose the SEO title of the page, the meaning of the title tag in different search engines, its length and occurrence in the title of keywords. I hope that the educational nature of the material will allow beginners and novice webmasters to understand the topic.

Page title and title tag

Let's start with the basics. Any web page should be considered from two points of view.

Firstly, a web page is an HTML document written according to all the rules of html markup. Just like an html document, a web page is “seen” by search engine robots. You can always look at the page of any site using the page code viewer tool in the browser or professionally use text browsers in your work.

Secondly, you as a user see the web page in a visually understandable way. Your browser creates such a view by translating the html markup of the page into a conveniently readable, formatted text with the possible addition of pictures, videos and links.

Why did I start so far away, you ask? The fact is that the title of the page that we see in the browser does not always match what search bots consider the title of the document.

Search bots consider the title to be the text that is surrounded in the html version of the page in paired title tags.

You, as the user, will see the text in the title tags, often referred to as the title, in the top margin of your browser window.

Title tag

Since search engine bots “see” the page title in the title tags, for optimization, the correct page title is, first of all, the correctly formatted text in the paired title tag.

Title syntax:

It is he (the text in the title) that we see in the search results, it is he who is the most important factor in the correspondence of this page to the search query made by the algorithms of all search engines.

At the end of this section, I note that the title falls almost at the beginning of the head block of the web page, and is not included in the body of the page - the body block. This remark will be needed below.

Correct page title

We are talking about the correct page title in terms of optimization, and we are not talking about the literary writing of the title yet. This means that the pragmatic parameters of the title are important to us: the occurrence of keywords, its length, the occurrence of stop words, the use of punctuation marks. Go.

Keys in title

We turn to the "law" and in paragraph 12 of Google's 200 factors (link above), we read:

The title tag starting with a key phrase (word) gives a greater effect in promotion than when it is located in another part of the title.

As you can see, according to Google, the presence of the key phrase in the title is not only not questioned, but it is highly recommended to place the page key at the very beginning of the title.

Let's see what Yandex says about this. https://yandex.ru/support/webmaster/recommendations/presentation.xml

The title of the page is the text defined by the tag

Closing tag

Required.

Attributes

HTML5 IE Cr Op Sa Fx

Note

Tag