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 relevancy, which could improve ranking over time.

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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 />