During a recent live SEO Q&A at SEOtraining.com, someone asked me: Does SEO mean the death of creative page titles? This is a great question – it seems like there are so many “rules” when it comes to writing page titles that it can stifle creativity.

Good news: There is a way to write attention-grabbing page titles that also support your SEO goals.

In this article:

• Keywords, page titles, and SEO
• SEO targets for title tags
• What about when Google rewrites title tags?
• How to write creative page titles that support SEO
• FAQ: Does SEO mean the death of creative page titles?

Keywords, Page Titles, and SEO

When creating a webpage, you want the keywords for the page to show up in strategic places. Those places include but are not limited to the title tag.

​​The most basic signal that information is relevant is when a webpage contains the same keywords as your search query. If those keywords appear on the page or in the headings or body of the text, the information is more likely to be relevant. – Google, How Search Works

The page title, or title tag, is one component of the meta tags that show up in the “head” section of a webpage on the HTML code side. The title tag serves as a headline for the web page in the search results – it’s what shows up as part of the snippet when you rank in Google.

Here is a screenshot of the head section on a webpage on BruceClay.com:

And here is a screenshot of the search results for that page in Google where you can see the page title is showing as “BruceClay – Search Marketing Agency: SEO Services …”

​​Research from Backlinko shows that most pages ranking high on Google contain page titles with keywords that are an exact or partial match of that search. In other words, Google uses the title tag to determine the relevance of a page to a Google search.

Our own research confirms this. We took a page ranking well and took the primary keyword out of the title. It lost its rankings. We added the keyword back into the page title, and the rankings came back. (I should also mention that we did the same with the keyword in the body text and had the same results.)

That said, the page title is an important part of SEO. Not only does Google use it to determine relevance, but searchers read it in the search results and decide if they want to click through.

SEO Targets for Title Tags

So, yes, we have SEO targets when it comes to title tags. This is where some people get creative paralysis because there are a few things to remember.

For instance, some of the things we consider in SEO for the title tag include:

• Make sure the keyword you want to be found for shows up in the title tag, preferably towards the beginning.
• Use 6–12 words in general, and for custom advice based on the top-ranked pages, use our SEO WordPress plugin.
• Make the title tag sound natural and not forced.
• If your brand is established and trusted, consider putting the brand name in front of your keywords.
• Write in headline format and appeal to the reader, making sure to address their reason for searching.
• Make it unique for every page on the website to avoid duplicate content issues.

So in addition to writing an attention-grabbing title tag, you have all these little details to consider. SEO is a little bit of science and a little bit of art and nobody claims it is easy.

What About When Google Rewrites Title Tags?

Nothing kills your creative spirit more than pouring your soul into attention-grabbing page titles, only to have Google change it in the search results.

It’s true, Google does do this. In fact, research coming from Zyppy (2022) shows that Google does this 61% of the time. And the reason Google does it, according to Zyppy, is because webpages have:

• Overly long titles and short titles
• Very short titles
• Used the same keyword more than once
• Used separators, such as dashes “-” or pipes “|”
• Had titles with [brackets] or (parentheses)
• Had identical “boilerplate” used across many titles
• Had missing or superfluous brand names

I believe too many websites do not pay attention to title tags and that is why Google rewrites them. Here, my advice is to follow best practices for title tags and there is a better chance that Google will retain your title.

However, it’s important to note that Google still uses the information in the title tag that you create to understand if your page is relevant. The rewrite is simply a rendering issue in the search results. Google’s John Mueller confirmed that, too.

There is some evidence that matching the page title with the headline can limit the amount of title rewrites by Google. Research from Zyppy found that “using H1 tags strategically could limit the amount of title rewriting Google might perform on your site.”

And that “matching your H1 to your title typically dropped the degree of rewriting across the board, often dramatically.”

For more, read:

• What Are Heading Tags and Why Are They Important to SEO?

How To Write Creative Page Titles That Support SEO

Guess what? Creativity and SEO can exist in harmony.

So what to do?

• Start with a killer headline formula. Do a search for “headline formulas” and you’ll find ample results to get you going in the right direction. Semrush analyzed more than a million articles and found that list-focused headlines followed by how-to headlines got the most page views. Other types of headlines that garnered interest included questions and guides.
• Tweak it to include your primary keyword. In most cases, it shouldn’t be hard to include your primary keyword in the headline you are trying to create. It might be harder to get it towards the beginning of the title tag – sometimes you’ll accomplish it, sometimes you won’t.
• Refine it using SEO best practices. Take into consideration the SEO criteria for title tags, including the length of the title. As I mentioned earlier, you can get a range for how long your title tag should be based on the top-ranked websites by using our SEO plugin.

A note: It is common for there to be a separation of the creative writer who wrote the page and the SEO professional who has the final say on optimizing the page, including the page title.

And while SEOs are usually savvy marketers, not all of them may be as creative as a writer. So sometimes this title and heading tags end up, well, kind of SEO-y.

That is something to think about if you are looking to improve the creativity of your page titles. Can the creative team and the SEO team work together?

Our SEO experts can provide you with content development services that ensure your content — and your page titles — get you ranked in top search engine positions. Reach out to us for a free consultation.

FAQ: Does SEO mean the death of creative page titles?

Some have voiced concern regarding SEO’s effect on creative page titles – could we witness an end of creative, catchy titles being replaced with more keyword-driven options?

Page titles play an integral role in engaging users and conveying their essence. Users’ first experience when browsing search engine results is often the page title, meaning it has an irrevocable impression on visitors. Does SEO mean creative page titles no longer matter? No – just because including relevant keywords into page titles for SEO purposes is key doesn’t mean creativity must go by the wayside!

An effective SEO strategy must strike a balance between optimizing titles for search engine results and engaging users through compelling content. To find the optimal keywords, conduct in-depth research about your audience to understand their needs and the needs of their titles.

Use long-tail keywords as page titles to increase SEO without compromising creativity by targeting specific niche audiences with these phrases. Instead of choosing generic terms like “Best Cameras,” more engaging titles could include something such as: “Capture Memories With Our Top-Rated DSLR Cameras!”

Experiment with various title structures. Consider employing more engaging headlines than simple questions or bold statements to draw in users and encourage them to click. Include emotive or descriptive words into page titles so they are memorable and appealing.

Optimizing other website elements, such as headers and meta descriptions, can ease some of the pressure to place all keywords in the title. Achieve effective SEO without over-stuffing titles by strategically placing keywords throughout the content.

While SEO requires including relevant keywords in page titles, creative and engaging page titles can still exist within SEO’s parameters. Achieve this balance through keyword research, using long-tail keywords, and playing around with title structures — essential tasks for digital content publishers who aim to capture users’ attention in today’s online environment.

The post How To Write Attention-Grabbing Page Titles That Support SEO appeared first on Bruce Clay, Inc..

If you could focus on just a handful of SEO strategies in the coming year to improve your website, where would you start? I’m here to help. I will break down five foundational SEO strategies to help you get more visibility, traffic, and conversions in 2020.

• E-E-A-T more
• Full speed ahead
• When silos are a good thing
• Tag you’re it
• Excuse me, your schema is showing
• FAQ: How can I enhance my website’s performance with SEO strategies?

1. E-E-A-T More

Experience, expertise, authoritativeness, and trustworthiness: these form the basic job description of your website and what it’s supposed to prove, according to Google.

Screenshot of the table of contents from Google’s Search Quality Evaluator Guidelines

E-E-A-T is the foundation of any strategic SEO program. It communicates to your audience and the search engines that you are a quality resource. Thus, everything in your SEO content strategy, your SEO tactics and your offline efforts (such as speaking, teaching, etc.) should support this.

2. Full Speed Ahead

Got a slow website? If too slow then your chances of ranking in today’s search engine environment are slim to none. And if you do happen to rank, it’s likely that more than half of your audience will bounce.

The PageSpeed Insights tool is a good place to start. There, you can assess performance and see how improvements will fare. But which pages should you start with?

Take the top search queries bringing traffic to your site and check your top-ranked pages. Then find out who your competitors are for those queries, and make sure to beat their page load times. The SEOToolSet® has helpful tools for this exercise.

Research Summary Report shows top-ranked pages for a query. (SEOToolSet)

3. When Silos Are a Good Thing

While the business world talks about breaking down silos, the SEO world rejoices in them. Siloing organizes disjointed website topics into clear themes that boost not only E-E-A-T, but also keyword rankings.

Of course, siloing is not all there is to ranking, but without it, you lose relevance. Being relevant is the key to a successful website now and in the future.

4. Tag, You’re It

In the race to quality content, meta tags are a secret weapon. Not only do they tell the search engines what the page is about, but they also serve as the enticing snippet in the search results.

Here are the basics of creating a great meta tag:

• Ensure each title tag is unique across your website.
• Try to keep title tags below 78 characters, which is the cutoff for mobile users.
• Use the top keyword in the title tag before the character cutoff.
• The meta description tag should also include the most important info and keywords near the beginning.
• If the search engine chooses to display your description text, it will include about 24 words or 160 characters with spaces.

The Bruce Clay SEO WP plugin is handy for content creators and SEOs to cross the finish line by writing compelling and original meta tags as part of the content process.

5. Excuse Me, Your Schema Is Showing

Google uses structured data to better understand what the content is on a page. Not only that, but structured data can enhance your presence on the search engine results page. Google may include “rich snippets” (as shown below) or “featured snippets” from your content that can further entice users to click through to your site.

The SEO industry continues to talk about the importance of schema to the ever-evolving search engine results page. If you’re new to the concept, Google has a great beginner’s guide for developers and website publishers here.

Focusing on the basics while using the right tools is a sure-fire way to get ahead in 2020. Make sure you’re using the industry’s leading SEO and content tools as you dial in on your strategy for the New Year. Learn more about our SEOToolSet® today.

FAQ: How can I enhance my website’s performance with SEO strategies?

A website’s performance is crucial for online success in today’s digital landscape. Whether you’re an e-commerce store owner, a blogger, or a business aiming to increase your online presence, leveraging SEO strategies is vital to achieving your goals.

1. Optimize Your On-Page Elements:

Optimize your website’s on-page elements, including meta titles, descriptions, headers, and image alt tags. Ensure that your content is valuable and relevant and naturally includes target keywords.

2. Mobile Responsiveness:

With most users accessing websites via mobile devices, a mobile-responsive design is imperative. Google prioritizes mobile-friendly sites in its rankings.

3. Site Speed Matters:

Page load speed significantly impacts user experience and SEO rankings. Minimize image sizes, leverage browser caching, and use Content Delivery Networks (CDNs) to improve site speed.

4. High-Quality Content:

Produce high-quality, engaging content that addresses your audience’s needs and questions. Regularly update and refresh your content to keep it relevant.

5. Keyword Research:

Conduct thorough keyword research to identify relevant keywords and phrases for your niche. Utilize tools like Google Keyword Planner and SEMrush for insights.

6. Backlink Building:

Earn quality backlinks from reputable websites within your industry. Quality over quantity is essential; focus on natural link-building.

7. Technical SEO:

Optimize technical aspects such as sitemaps, robots.txt, and canonical tags. Fix broken links and ensure your website is easily crawlable by search engines.

8. Local SEO:

For businesses targeting a local audience, optimize your Google My Business profile and acquire local citations.

9. User Experience (UX):

Enhance user experience with a clean, intuitive design, easy navigation, and clear calls to action (CTAs).

10. Analyze and Monitor:

Regularly analyze your website’s performance using tools like Google Analytics and Google Search Console. Monitor keyword rankings and user behavior to identify areas for improvement.

11. Schema Markup:

Implement schema markup to provide search engines with structured data about your content, helping them understand and display it more effectively.

12. Social Media Integration:

Integrate social media buttons and encourage sharing to increase your website’s visibility and traffic.

13. Secure Your Website:

Installing an SSL Certificate to ensure your website remains safe is essential to keeping visitors away. Google prioritizes safe sites in its rankings.

14. Content Promotion:

Reaching more people, expand the reach of your content by using email marketing, social networks, and other online channels to promote it.

15. Adapt to Algorithm Changes:

Stay updated with search engine algorithm changes and adjust your strategies accordingly.

These SEO strategies can enhance your site’s performance and visibility in search engine results, ultimately increasing organic traffic. SEO is an ongoing process; keeping up with trends is essential for success.

Step-by-Step Procedure to Enhance Your Website’s Performance with SEO Strategies:

1. Conduct thorough keyword research to identify relevant keywords for your niche.
2. Optimize your website’s on-page elements, including meta titles, descriptions, headers, and image alt tags.
3. Ensure your website is mobile-responsive to cater to users on various devices.
4. Improve your website’s load speed by optimizing images and utilizing CDNs.
5. Create valuable, high-quality content that addresses your target audience’s needs and questions.
6. Earn quality backlinks from reputable websites within your industry.
7. Attention to technical SEO aspects, such as sitemaps, robots.txt, and canonical tags.
8. Optimize your website for local SEO by managing your Google My Business profile and acquiring local citations.
9. Improve user experience (UX) by designing an intuitive site with clear calls-to-action and user-friendly designs.
10. Use Google Analytics or Search Console to evaluate the performance of your website regularly.
11. Implement schema markup to provide structured data to search engines.
12. Integrate social media sharing buttons on your website to increase visibility.
13. SSL certificates will ensure the safety and protection of your website.
14. Leverage social media and email marketing to spread your content.
15. Stay updated with search engine algorithm changes and adjust your strategies accordingly.

Follow these steps to unlock the full potential of your website through effective SEO strategies.

The post 5 Foundational SEO Strategies to Crush 2020 appeared first on Bruce Clay, Inc..