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SEO & Content Marketing Revue

SEO & Content Marketing Revue

By Heather Lloyd-Martin

About Heather

Described as a fast-talking, fiery redhead, Heather Lloyd-Martin is a 20-year marketing veteran, a recognized author and considered the pioneer of SEO copywriting. Recognized worldwide as a first-generation search marketing expert, she has been training corporate in-house SEO copywriters and creating revenue-driving Web site content campaigns via her consultancy, SuccessWorks.

 

Marketing Sustainably

Chet Dalzell
New Grads: Welcome to Your Professional Brand
May 25, 2015

I have education on the brain, both my own and that of thousands of new graduates entering the marketplace this...



Direct Mail for the Modern Marketer

Summer Gould
The USPS and Mobile Integration
May 28, 2015

The post office is yet again offering discount programs to mailers who qualify, with 4 promotions throughout 2015. In prior...



Reinventing Direct

Gary Hennerberg
5 Tips for Successful o2o Channel Leaping
May 27, 2015

The most strategically planned offline direct marketing effort can be sabotaged by weak links in an online sales order processing...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
#Mobilegeddon Is 2015’s Y2K for SEOs
May 26, 2015

Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious...



The Power Punch

Carolyn Goodman
Marketing Awards: What Are They Good For?
May 22, 2015

When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always...



Here's What Counts

Chuck McLeester
Why Won’t Millennials Call Me?
May 21, 2015

Maybe it all started with AOL Instant Messenger when they were teens. They created acronyms like PIR (parent in room),...



Search Made Simple

Phil Frost
How to Double Your Landing Page Conversion Rates With 6 Easy Tune-ups
May 20, 2015

One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page....



The Data Athlete

Mike Ferranti
Target Marketing Analytics Isn't Reporting
May 19, 2015

Today, virtually all organizations have challenges in effectively leveraging analytics to drive business performance. Odds are pretty good that when...



Creative Caffeine

Dani Cantor
10 Marketing Clichés I'd Challenge to a Fight if I Met Them in the Street
May 18, 2015

There you are, minding your own business, when it rounds the corner and rams into you full speed: the copywriting...



Making Social Sell

Jeff Molander
Is InMail Worth It? 3 Reasons It May Not Be.
May 15, 2015

Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your...



Ruthless B-to-B Marketing

Ruth P.  Stevens
A Case Study in Data-driven B-to-B Customer Acquisition Marketing
May 14, 2015

While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Psychology-Based Marketing

Jeanette McMurtry
Dysrationalia and Other Consumer Disorders
May 12, 2015

It's true. Most consumers suffer from a bad case of dysrationalia which, according to Keith Stanovich, emeritus professor of applied...



IMM-Possible ROI

Stephanie Miller
Your Secret Weapon for Amplification: Employees!
May 7, 2015

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



5 Tips for Top Positioning (And Converting) Page Titles

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Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles.

The page title appears in the top bar of your Web browser and it's also the clickable link on the search engine results page (SERP)—the page you see after entering a Google or Bing search. From an SEO perspective, a keyword phrase-rich page title can help boost search positions. And from a conversion perspective, a well-written page title can tempt prospects to click on your SERP listing over the nine other competing listings.

In short, page title creation is a highly important SEO skill set. Here's how to do it:

1. Give your copywriter "control" over your page titles
It's easy to think that page title creation is firmly in IT's realm—after all, they're part of the back-end code and often considered "too techie for marketers to deal with." However, because the page title is the first thing people see after completing a search, it acts as an attention-grabbing headline.  Although IT can create a page title that "works," marketing can create top-positioning page titles that scream "click me" on the search engine results page.

2. Make your page titles unique for every page
Unless your company has an SEO-savvy IT department—or your Web designer knows her way around search engine friendly coding—your site may be lacking an important element: Unique page titles for every page. Take a peek at your pages and see if the page titles change, or if they're highly similar (or worse, exactly the same.) Yes, you will have to make every page title unique—which can seem like a daunting task. However, the good news is, you should see increased search positions simply by writing unique page titles and editing your content (assuming you write your page titles right, that is!)

3. Focus on your most important keyword phrases
You may be tempted to shove every important keyword phrase into your page title, hoping that one of them will "hit" and gain the rankings you've always wanted. For example, don't do something like this.

Garden supplies, gardening tools, gardening gifts, hand gardening tools, tools for gardeners, garden tools, tools for gardens: GardenNow.com.

From an SEO perspective, keyword phrase-stuffing your page title won't help you position. And from a conversion perspective, there are better ways to create your page titles that will gain more powerful results (more on that in a bit.) When you focus your page titles on the top two to three keyword phrases that you targeted in your writing, you'll see much better success rates.

(As a side note, make sure that you've done proper keyword phrase research before rewriting your page titles. If you're not sure about how to do this, a content marketing strategist can help set your keyword phrase strategy.)

4. Get over yourself
Many companies lead their page titles with their company name, screaming their branding all over the SERPs. However, that may not be the best option. If your company name is long—say something like Pristine Printing Services, you've already sucked up 26 characters (with spaces)—and best practices dictate that you want to keep the main "meat" of your page title to 70 characters with spaces. Consider placing your company name at the end of the page title—if at all. That way, you've focused your page title on the keyword phrases and the user experience—and you have more characters to create a compelling page title.

(The one exception to this rule is when your brand is so trusted—such as "IBM"—that it's more beneficial to lead with the company name.)

5. Give your prospects something to click for
Do you offer free shipping? Does your company offer a unique benefit? Because page titles are instrumental in getting people to click on your listing over the nine others on the SERP, how you say what you say is crucial. Instead of a page title like:

Garden supplies: Outdoor gardening tools from GardenNow

Consider something like:

Outdoor gardening tools and garden supplies—free shipping and 25% off retail

See what I mean? Just because you're using keyword phrases in your page title doesn't mean that you have to write something that sounds like a laundry list of keywords. Remembering the "page titles are like headlines" mantra should make them easier to write (and more powerful from a conversion perspective.)

Tweaking your page titles takes time, effort and a whole lot of creativity. However, all that work can result in some incredible returns. It's well worth it.

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COMMENTS

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Most Recent Comments:
art - Posted on November 16, 2010
Using the Title tag helps the designer/web page editor to clearly focus on one theme for each page. Clarity and Focus helps the end user and the search engines. Art
fashionlingerie - Posted on November 05, 2010
I will follow what you said and put it into practice to derive the fruits, thank you.
Nick Stamoulis - Posted on September 01, 2010
Page titles are so important and people tend not to give them the attention they need to be effective in the search engines. Page titles should be unique to each page.
Laura - Posted on August 30, 2010
Great post. I agree it is very important to provide users some way to dig through the site... Create curiosity... the longer the visitor stays on your site the more are the chances he/she is gonna buy something! cheers! Laura
anurag - Posted on August 21, 2010
In short web designer should keep in mind viewpoint of searchers and how a person using a search engine will glance thru the results. This is what exactly mentioned in this page. www.downloadformsindia.com
Elena - Posted on August 19, 2010
These are excellent (and fairly simple) SEO tips, thanks! A unique and expressive page titles really draw me to page if all the others look identical.
Joey Gray - Posted on August 14, 2010
Focusing more on keywords carries the weight in order to optimize the web. But the other recommendations given also equally important.
Nina - Posted on August 11, 2010
Great tips Heather. I like the way you give examples of ineffective and effective titles. Hopefully companies, will realize the importance of creating compelling titles that intrigues their prospects to click. That was a great refresher, now off to my website to check out my own titles.
Click here to view archived comments...
Archived Comments:
art - Posted on November 16, 2010
Using the Title tag helps the designer/web page editor to clearly focus on one theme for each page. Clarity and Focus helps the end user and the search engines. Art
fashionlingerie - Posted on November 05, 2010
I will follow what you said and put it into practice to derive the fruits, thank you.
Nick Stamoulis - Posted on September 01, 2010
Page titles are so important and people tend not to give them the attention they need to be effective in the search engines. Page titles should be unique to each page.
Laura - Posted on August 30, 2010
Great post. I agree it is very important to provide users some way to dig through the site... Create curiosity... the longer the visitor stays on your site the more are the chances he/she is gonna buy something! cheers! Laura
anurag - Posted on August 21, 2010
In short web designer should keep in mind viewpoint of searchers and how a person using a search engine will glance thru the results. This is what exactly mentioned in this page. www.downloadformsindia.com
Elena - Posted on August 19, 2010
These are excellent (and fairly simple) SEO tips, thanks! A unique and expressive page titles really draw me to page if all the others look identical.
Joey Gray - Posted on August 14, 2010
Focusing more on keywords carries the weight in order to optimize the web. But the other recommendations given also equally important.
Nina - Posted on August 11, 2010
Great tips Heather. I like the way you give examples of ineffective and effective titles. Hopefully companies, will realize the importance of creating compelling titles that intrigues their prospects to click. That was a great refresher, now off to my website to check out my own titles.