Page titles are one of the most crucial ranking factors for on-page optimisation. They are the first line of every search result and searchers click on them to reach your website.
Your titles should be unique, descriptive, and engaging. Besides, it should accurately describe the contents of your page. Incorrect page titles or unappealing text can push your page further down in the search results.
I wouldn’t be wrong to say that page titles can literally make or break your SEO strategy. Remember, every little change that you make on your pages goes a long way to improve the flow of traffic to your site. Here are five excellent tips to prepare click-worthy title tags:
1. Match your title with user intent
Your title should not necessarily be stuffed with keywords. Instead, start your title with the keyword and then, use words that match the user intent. Matching the page title with user intent tends to have a positive impact on the CTR.
For example, someone looking to lose belly fat would probably search using a keyword like: “how to lose belly fat.” The intent of the searcher is to get slimmer.
Now, let us compare the two titles displayed in the search results:
Title 1: Lose Belly Fat By Following A Diet Chart.
Title 2: Lose Belly Flat, Get a Flatter Stomach in 7 Days.
As you can see, title 2 matches the intent of the searcher as it promises a flatter stomach in seven days. Searchers are more likely to click on title 2 because it accurately depicts what they wish for along with a time frame to achieve the goal.
2. Include prices in your title
If you are preparing title tags for e-commerce product pages or pages having information related to the pricing of the deal, then it is a good idea to include the pricing in the page title.
Prices have a psychological impact on the buyer’s mind, and they will click on the page to find more.
A study by Distilled claims that adding prices to the title tag increases the CTR by 12%.
For example, if someone is searching for “Sony Smart TV” online, then you can prepare a title such as:
Title: Sony Smart LED TV – Starting $850.
The above title will invite better clicks as compared to a title tag like:
Title: Buy Sony LED TV Online At Best Prices.
If you are concerned about not getting clicks on your product pages, add prices in the title tag and see the difference it can bring in your CTR.
3. Keep the title between 15 and 40 characters
Google suggests the title tag length be between 50 to 60 characters. This is what most SEOs follow as a general rule. However, research conducted by Backlinko suggests that title tags between 15 and 40 characters have an 8.6% higher CTR as compared to the ones outside this range.
Test some of the pages on your site that are receiving impressions but fewer clicks. You can revise the title and keep them between 15-40 characters. Tools like the online character count tool and the Moz title preview tool can be used to check your titles before you add them to your page.
Make sure to test the effectiveness of the change by tracking user behaviour in Google Analytics.
4. Use a synonym of your primary keyword
Synonyms are similar words. Google has become a master in identifying synonyms of searched keywords. Even if the searcher is searching with a keyword like “best bakery shops in NYC,” Google might return a result that has the title “best pastry shops in NYC.”
Hummingbird and RankBrain algorithms have made Google pretty clever in understanding the exact intent of the user even though they don’t know the exact keywords for searching.
Have a look at the below page titles having primary keywords and synonyms of them.
Title: Japanese Fish Curry Recipe: Katsu Curry
Title: Seafood Recipes: Japanese Coconut Fish Curry
The primary keywords are “Japanese Fish Curry” and “Fish Curry Recipe” while the synonyms are “Katsu Curry” and “Seafood Recipes.”
Here, Google is smart enough to understand that someone searching with a keyword like “Japanese Fish Curry Recipe” should be presented with pages having words such as “Seafood” or “Katsu curry” in it.
People searching on Google will find it easier to understand the contents of the page when you use a synonym along with your primary keyword. The result is higher CTRs and more profits.
5. Leverage the power of creative copywriting
Copywriting is the art of creating a reader-focused copy that educates and persuades people to take action.
People are bored of seeing keyword-stuffed titles in the search results. Why not offer something new and unique to them? Here are some useful examples of copywriting genius in action:
|Regular Title||Revised Title After Copywriting Hack|
|Send Flowers to Dothan: Online Flower Delivery||Dothan Florists: 2 Hour Delivery (It’s FREE)|
|Buy Adidas Men’s T-Shirts Online||SAVE Big on Adidas Men’s T-Shirts – 60% OFF|
|How to Start a Home-Based T-Shirt Business||Start Your T-Shirt Business in 36 Hours|
|How to Get Clear Skin Naturally||Get Clear Skin in 3 Days (Naturally, At Home)|
Which titles feel more click-worthy to you? If it’s the revised title ones, then it is due to copywriting. Consider applying the power of copywriting to make your page titles more appealing to searchers.
Preparing click-worthy title tags is not rocket science. Use your primary keyword at the start of your title and apply the above five tricks to boost your CTR and conversions. Remember, a great title is the first step to making your business visible to your prospects. Don’t stuff it with unnecessary keywords. Keep it human, and traffic will start flowing to your site.
Founder of Earned Media. Nick specialises in SEO and he has been working in the industry for over 12 years. He is a recurring digital marketing expert guest on Kochie’s Business Builders on Channel 7 network TV. Nick is a member of the Entrepreneur Leadership Network and regularly contributes to many top business publications. Nick has also guest lectured on SEO and content marketing at the University of Technology Sydney.