SEO TITLE AND DESCRIPTION BEST PRACTICES

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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It is a delicate balance that must be maintained while also interweaving common SEO elements.

The main benefit of tone of voice is that it reaches different personas targeting certain keywords.

By targeting personas with user intent and combining keywords with this research, it is possible to reach your target audience with a level of sophistication and optimization that truly resonates.

Step 1: Research The SERPs For Your Targeted Keyword.

But does this mean that you should ignore them as part of your SEO efforts? Absolutely not!

Examples Of Great Meta Descriptions.

All of this has to be done while also observing character limits, proper branding and tone of voice, and targeted optimizations for specific pages.

Google Trends, BuzzSumo, and Trending Topics on Twitter are all good places to check and see what might be trending that’s relevant to your industry.

Step 2: Research The SERPs For Your Competition And What They’re Doing.

Why wouldn’t Google use your meta description? Depending on the search query, Google may generate a description for your webpage that is entirely different from the meta description you created.

Here, you’ll learn how to create awesome meta descriptions that help search engines understand your page’s content and inspire searchers to click through and visit your website.

This is not conclusive evidence that Google uses it, but it is something that can draw your reader into the most relevant result that will satisfy their query.

Google continues to maintain that they don’t use keywords in the meta description for ranking purposes. But when you perform SERP research, what is it that you see? Highlighted keywords in the meta description.

If there is only one thing you take away from this chapter, I hope it is this: always write your meta descriptions from the perspective of improving user experience and providing helpful information.

The distinction between meta descriptions and search snippets is an important one, especially when Google makes announcements – such as when Google expanded the length of search snippets (only to shorten snippets about six months later).

This is nothing new. Google automated this process many years ago.

Use Your Brand’s Unique Tone And Style.

Step 3: Put Them Together In A Spreadsheet, And Track Them.

“What are you looking for in a widget? Our widget technicians can help you find the best one for your needs. These are the things you should look out for in widgets.”

Regardless of your industry, SERP research will help you see what works for your competitors – and that’s who you need to beat.

Refreshing stale content on a website can be a boon for the site and is a great way to get new traction for older pages.

Meta descriptions have always been an essential optimization. Even though they do not help rankings, they do help with other goals such as improving click-through rates by tempting people to click on your listing over others that may not be quite as interesting.

The marketing funnel can vary widely depending on your target market, so sharing an exact funnel to follow here would be fruitless.

They will not help you rank higher in search, but can help you win more clicks from search by demonstrating to users the value that your page has to offer.

Map Your Customer’s Journey.

Search snippets are the descriptions Google shows for your webpages. It could either be the meta description you have created, or it could be something completely different. Google controls this.

The reasoning behind this is that this optimization helps to avoid the truncation of the meta description in the SERPs and as a result, helps to limit bounce rates.

Do your own testing. Find out exactly what works for your site.

The meta description is an HTML tag that provides search engines and searchers a description of what the page is about. It is displayed on search engine results pages (SERPs) underneath the title of the page.

Target and tailor your meta descriptions according to your findings.

You wouldn’t use the same tone of voice for a corporate law website as you would for a daycare website, would you?

The reason why we were looking at the competition is because usually, the competition implements techniques that are currently working.

Meta descriptions are considered an indirect signal, in that they do not directly influence search rankings.

Here are five “qualities” people tend to value (and how to make them clear in your title tag):

This incorporates both our primary keyword (“SEO tips”) and our long-tail keyword (“SEO tips 2018”).

You just need to make these clear to potential visitors in your title tag.

Here’s what to do once you rank in the top 10…

It’s also totally fine to mix things up a little, or even negate some words.

Hit “Keywords ideas” > “Also rank for” (on the left-hand menu).

Shows estimated monthly search traffic to this article according to Ahrefs data. The actual search traffic (as reported in Google Analytics) is usually 3-5 times bigger.

Here are a few plugins with this functionality:

In this article, I’ll cover everything you need to know about SEO Title tags. I’ll also run you through a 4‑step process for creating title tags that work every time.

You’ll stand the best chance of keeping your title tag by crafting a great title tag in the first place.

Something as simple as this would work:

Step 3. Draft your BASIC title tag.

You’ll likely notice that there is little/no search volume for whatever you entered.

But what are long-tail keywords? I’ll let David McSweeney explain:

Enter a short description of your page/post.

Have you ever read anything on Buzzfeed or UpWorthy?

Here are a couple more reasons why title tags are important:

1. HOOK the reader in by adding EMOTION to your title.

Paste your domain into Site Explorer.

Sean Falconer from Proven.com added parentheses to this guide and saw a 128% uplift in organic traffic.

But what should you do if your page taps into multiple “qualities”?

Its primary job is to tell visitors and search engines what they can expect from the web page (in the shortest and most concise way possible).

Otherwise, do this:

Amazon, for instance, has 104M pages in Google’s index.

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