Optimizing a website's TITLE tags is one of the most important steps, if not the most important step in an SEO strategy. It is therefore essential to apply in writing them. The TITLE tag is not only the most considered page element by Google: it also occupies a prominent place in the search results page. So, you need to optimize your TITLE tags so that they are optimal for Google, but inviting for the user. You have to know how to balance between a positioning objective and click through.
This article discusses 3 techniques for writing TITLE tags.
1. Pure SEO optimization
It is best if the order of the keywords included in our tags are exactly the same as the keywords included in the user's search phrase. Obviously, Google will tend to prioritize titles with keywords written in the same order as those included in the user's search phrase. However, we can get good results for unordered sets of keywords. For example, a broad targeting search on “Cellular battery” generates the same number of searches as “Cellular battery”. By default, Google will generate similar results for both sets of keywords.
For maximum SEO optimization, I suggest constructing the TITLE tag with two-word terms rather than attempting to construct a perfectly structured phrase. Note that 94% of searches made on Google contain more than 2 words, of which 28% contain 2 to 3 keywords.
http://www.onestat.com/html/aboutus_pressbox45-search-phrases.html
Example:
We have 6 keywords + 5 two-word terms, so 11 opportunities.
In addition, we can add keyword matching to opportunities. Thus, two words present in a TITLE tag can be considered by Google even if they are not juxtaposed, although the effect is less strong. For example, battery + rechargeable or phone + battery
2. Click-trough optimization
The optimization of the "click trough" consists in building attractive titles for the user and incentive to click. The rationale behind this strategy is that it takes more than just showing up in search results, it also takes a click to generate an organic visit. On the other hand, the inclusion of conjunction words decreases the opportunities to insert strong trending keywords. So there is less of an SEO opportunity, but the click-through rate will increase, which can be particularly important if the site occupying the first result is entrenched (eg Wikipedia). It should be noted that the presence of the brand positively influences the click-through rate, since it attracts attention and reassures the buyer.
Example:
Buy a new battery for your cell phone | Mark
3. The winning combination
The combination of the first two solutions allows a balance between positioning and click through. First, avoid words with conjunctions (le, la, les, vos, etc.). Second, look at the combination of keywords.
Example:
We now have an understandable and impactful sentence. Additionally, we have a minimum of 5 keyword combinations as well as 8 relevant individual words.
In closing, here is a table that summarizes the strategies:
The method for writing TITLE tags should be chosen based on your goals, the technical limitations of your website, and your site's current position in search engine results. Thereafter, you must identify the most relevant keywords and build optimized phrases from these keywords. Track the performance of your tags and feel free to modify them as needed
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