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How to Write Great HTML Titles and Meta Descriptions
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How to Write Great HTML Titles and Meta Descriptions

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Learn how to write powerful HTML titles and meta descriptions that may help increase click-through rate (CTR) in organic search engine results. Higher CTR may give Google the impression of higher ...

Learn how to write powerful HTML titles and meta descriptions that may help increase click-through rate (CTR) in organic search engine results. Higher CTR may give Google the impression of higher relevancy, which could improve ranking over time.

Watch the presentation video at http://www.creativesearchstrategies.com/

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  • 1. Search Engine Strategies(How to Write Great HTML Titles & Descriptions)
    Steve Wiideman
    www.CreativeSearchStrategies.com
  • 2. About Steve Wiideman
    Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies
    Consultant & resource for brands such as Skechers, RingCentral, and Flirt
    Search Google for “SEO Expert”
    Authored 3 FREE eBooks, downloadable at seosteve.com
  • 3. Get to Know Click-Through Rate
    3 Basic Principles of SEO
    You have content relevant to the query
    Other websites and social networks ‘vote’ (link/mention) you
    Users chose your website over others and stay there
    CTR May Be More Important than Links & Content
    • CTR determines Quality Score in AdWords
    • 4. CTR may an indicator / signal of relevance
  • WARNING!
    Never, never, never, never, never, never, never, never , never, never, never, never, never , never, never, never, never, never , never, never, never, never, never , never, never, never, never, never , never, never, never, never, never , never, never, never, never, never , never, never, never, never, neverfake clicks to your website.
    Your website might be filtered out of the search results if Google believes you are trying to game the system. You could think of a creative way to induce natural increases in click-through rate.
  • 5. 3 Principles of Title & Description Writing
    Use a call-to-action
    Include your keyword theme
    Include a value proposition
  • 6. Character Limitations
    Don’t panic if you can’t get every page under the recommended character limitations.
    • Titles = 70 characters (or as close as possible)
    • 7. Descriptions = 160 characters (or as close as possible)
    • 8. Blog Posts = 136 characters (or as close as possible)
    Your homepage is the exception to the TITLE rule.
  • 9. Ecommerce Tips
    Use the word “buy” at the beginning of the title
    • Increases conversion rate
    • 10. Is considered a “long tail” keyword modifier
    Include the dollar amount if you can fit it in
    Try to NOT have the title match the description and heading verbatim (many carts force this)
  • 11. Have a Content Tracking Sheet
  • 12. Other Tips
    Check your site (site:mysite.com) in Google
    Check competitor titles (site:mycompetitor.com keyword)
    Learn from your Pay-Per-Click ads (look at CTR)
    Hire a writer who doesn’t know your industry lingo
    Trada.com offers “crowdsourced PPC” you could build ideas from. – Caution: we’ve never tried the service.
  • 13. Connect with Steve Wiideman
    Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.
    He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.
    He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.
    Steve Wiideman
    www.SEOSteve.com
    Facebook.com/stevewiideman
    P. (562) 732-4417
    E. info@seosteve.com
    @seosteve