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Blogs, press releases, podcasts, video and other types of new media offer some sexy ways to leverage your site’s natural search page rankings, but make sure you’ve already got one of the most basic and effective SEO tactics mastered first: page titles.
Heather Lloyd-Martin, CEO of Oregon-based SEO consultancy firm SuccessWorks, directed attendees of her ACCM 2007 session, “Free Clicks and Hot Conversions: Secrets of SEO Copywriting,” to apply these five tactics to their page titles to get better exposure on search engine results pages (SERPs).
Tactic #1: Your title should read like a compelling headline. For example, a search on MSN for “radar detector sale” turned up the following listing: “Radar detectors sale. Save up to 60% at RadioShack.” The basic information is there, but so is a little plug to draw in the prospect.
Tactic #2: Create unique titles for every page. Not all of your search traffic comes through the front door, meaning the homepage. To get more conversions, drive searchers deeper into the site so they don’t have to do all the legwork to find helpful information. You do this with strong page titles on all of your site’s pages.
Tactic #3: Work the main keyphrases for the page into the title. In the RadioShack example from Tactic #1, the marketer made sure to get the product category, offer and company name into the title.
Tactic #4: That said, your company name might not be the best keyphrase to put in the title. Other product descriptors or terminology might be more important to search users. To see what impact it has on your results, test this strategy for clickthrough performance.
Tactic #5: Limit titles to between 50 and 75 characters, including spaces. Most search engines cut off titles that run longer than this range, which does you no good if some of your keywords are at the end of the title.
Heather Lloyd-Martin, CEO of Oregon-based SEO consultancy firm SuccessWorks, directed attendees of her ACCM 2007 session, “Free Clicks and Hot Conversions: Secrets of SEO Copywriting,” to apply these five tactics to their page titles to get better exposure on search engine results pages (SERPs).
Tactic #1: Your title should read like a compelling headline. For example, a search on MSN for “radar detector sale” turned up the following listing: “Radar detectors sale. Save up to 60% at RadioShack.” The basic information is there, but so is a little plug to draw in the prospect.
Tactic #2: Create unique titles for every page. Not all of your search traffic comes through the front door, meaning the homepage. To get more conversions, drive searchers deeper into the site so they don’t have to do all the legwork to find helpful information. You do this with strong page titles on all of your site’s pages.
Tactic #3: Work the main keyphrases for the page into the title. In the RadioShack example from Tactic #1, the marketer made sure to get the product category, offer and company name into the title.
Tactic #4: That said, your company name might not be the best keyphrase to put in the title. Other product descriptors or terminology might be more important to search users. To see what impact it has on your results, test this strategy for clickthrough performance.
Tactic #5: Limit titles to between 50 and 75 characters, including spaces. Most search engines cut off titles that run longer than this range, which does you no good if some of your keywords are at the end of the title.
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