I had finished my last set of squats at the gym when the woman working on the rack beside me exclaimed, “I’m so weak!”
Her trainer grinned at me and chuckled. The woman is anything but weak. He shook his head, “You’re not weak, your technique sucks!”
It’s true in so many things.
You will not get optimum results if you don’t use the best technique possible.
One of the most often overlooked details I find in website construction is using title tags.
And I get it.
They seem unimportant.
They are not.
Perhaps you’ll understand it best if you picture the internet as a massive forest with dense undergrowth. You can’t see very far from any given point, so it’s hard to know how close you are to your goal.
Fortunately, we have search engines like Google. But search engine results are like trailheads with hundreds of trails that might lead to what you are looking for.
But how do you know?
That is what title tags are for.
What is a Title Tag?
Title tags are HTML elements that define a web page’s title, informing both search engines and users about the page’s content. These titles appear in search engine results pages (SERPs).
They also appear in the tab of your browser, so they should be;
- Unique to each page.
- Descriptive of the page they are on. Search engines and users will remember you negatively if you use a deceptive title tag.
A well-written title tag can identify in just a few words what the visitor will find at the end of the trail and why it’s the best choice.
This helps search engines (SEO) and your visitors.
Unfortunately, it’s not uncommon to find a title tag that says nothing more than “Home” (or whatever the name of that individual page is) and the website’s name. This doesn’t tell the search engines anything, nor does it tell the visitor anything helpful.
So, what should be included in a title tag?
- Your targeted keywords for that page. This helps search engines like Google know what your page is about.
- A carefully worded description of what your page is about, couched against the pain points of your target market. This tells your user who specifically will want the solution that you offer.
So, what does this mean?
It means that the title tag is not just one of those website construction details.
It is very relevant to your marketing efforts.
So…
Choose your words carefully. You have minimal space. The current recommendation is 50 – 60 characters – yes, characters, not words!
So, if you are a hardware store creating a page for gas fire pits, your title tag might look something like this:
Gas Fire Pits | Lifetime Warranty | Bob’s Hardware
The above example is fifty-five characters, the keyword “Gas Fire Pits,” a reference to a consumer pain point (how quickly some fire pits wear out), and the Company name.
The company name is not essential, but it helps you build your brand. It’s not crucial because it will be right under the link to your website, but again, it helps.
Note that this title tag contains only one keyword. Putting multiple keywords in the title tag is a practice called “keyword stuffing,” which is an excellent way to get in trouble with search engines. It might have worked in the early days of the Internet, but the search engines have caught on, so don’t do it.
Want to see a bad title tag? Here are a couple:
Bob’s Hardware | All Kinds of Hardware For Your Life (No keyword, too general)
GAS FIRE PITS | LIFETIME WARRANTY | BOB’S HARDWARE (All caps. That’s a no, no)
Here’s Where You Go To Buy a Fire Pit (Nothing for SEO, No reason for the visitor to believe or trust you)
While title tags might seem minor to website construction, they play a crucial role in SEO and user experience. As a result, they are key to improving your click-through rate!
You can guide search engines and users to your site’s valuable content by crafting unique, descriptive, and concise title tags. Remember, the goal is to make it easy for users to find the solutions they seek, enhancing their journey through the dense forest of the Internet. Attention to these details can significantly improve your website’s visibility and user satisfaction, ultimately contributing to your marketing success.