How to Write Great HTML Titles and Meta Descriptions


Published on

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

Published in: Self Improvement
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

How to Write Great HTML Titles and Meta Descriptions

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