One of the most important elements on a page is its title. It is quite amusing to see most sites completely ignore this fact. What can you do about the page titles and why should you do anything? Read on.
No, really, why bother with something less than a string of text? Here is why:
- this is the first and the most visible thing your potential clients see in the search engine results pages (SERPs)
- page title is one of the main factors, influencing the page search engine rankings
- page title is also used when your visitor bookmarks your page
How to write great page titles?
The most important thing about title tag is that it has describe the page it belongs to. The more detailed, the better. The thing is that a page title has to be unique in order to provide value both to the search engine visitors and the search engines themselves. Otherwise, you are missing lots of opportunities of attracting visitors to your site there.
Writing compelling titles
As your page title is the first thing your potential customers see in the SERPs, it has immediate effect on their desire to visit your site or not. If the title looks compelling enough (is human-friendly, has the keywords the potential visitor searched for, has some call to action), you'll get another visitor. If a page title is stuffed with keywords and isn't easy to absorb, you have lost one.
One thing that makes your titles attractive is a benefit it lists to the search engine visitor. Everyone needs something. Find what your target audience wants and adjust your titles accordingly. Maybe even create content, based on your keyword research (but that's another story).
Another thing when it comes to attractive titles is call to action. Call to action allows you to speak directly to your potential visitors' mind.
Using the right keywords
Since the page title is one of the most important ranking factors, you'd rather use the keywords your target audience uses in the titles. Pay special attention to creating human-friendly titles. Titles, created specifically for the search engines (keyword stuffed ones), may not be as valuable both for the visitors and the search engines.
Details first, general things second
When writing a title, pay special attention to putting the most specific keywords closer to the beginning of your title. This way a visitor will know right from the spot what the page is about. So will the search engines. More general keywords (if desired) can be placed closer to the end of the title. A company or personal name of the site owner should either be removed or placed at the very end of the title.
When it comes to page titles, having a so-so title and a great title can mean 'all or nothing' to the website traffic. Especially in competitive industries, where everything can bring you closer or farther from the competitive edge.
P.S. I have lately tried using magnetic headlines and I understand they might attract a visitor from the SERPs or when someone sees the title printed somewhere, but there is no way the page title is good enough to allow one easily to let someone know of the article. They look so artificial that it doesn't feel good using them.
That's why I'd suspect that shorter titles, written just about the contents of the page, should work best. Each to his own, though. See what works and fits yourself and go with it.