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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.

 

Reinventing Direct

Gary Hennerberg
2 Tips to Write More Readable Copy
Nov 26, 2014

When was the last time you checked your copy's grade level reading scores? American's reading ability is declining. And you...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
If Your Site Is Not Mobile-Friendly—Fix It Now!
Nov 25, 2014

If you rely on search to assist new users in finding your site, you must now make sure that your...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail That Worked on Me
Nov 25, 2014

I admit that I am very interested in direct mail. So I like to look to my mail box both...



Marketing Sustainably

Chet Dalzell
A Postal Wish List for 2015 - I Wish I Could Say I Am Thankful
Nov 24, 2014

We are amid the Holiday 2014 mailing season, based on my home address catalog count of 33 so far (since...



The Power Punch

Carolyn Goodman
Death of the Salesman
Nov 21, 2014

There's no question that the Willy Lomans of this world have been dying a slow, agonizing death—only instead of losing...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Mobile-First Marketing

Greg Hoy
Tracking Mobile Ad Effectiveness With Real-Time Data
Nov 19, 2014

The volume of mobile data and the speed at which it is created continues to increase as the global population...



Muscle Marketing

Wendy Montes de Oca
The Power of Interstitials … Are You Using Them?
Nov 18, 2014

Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and...



The Integrated Email

Cyndie Shaffstall
Moving Upstream on Cart Abandonment
Nov 17, 2014

After speaking at a conference on the topic of email automation for your online store, I was approached by more...



Making Social Sell

Jeff Molander
Social Selling on LinkedIn Doesn’t Require Thought Leadership (Part 2 of 3)
Nov 14, 2014

This social selling best practice is actually the worst—causing frustration and failure. I'm talking about "becoming a thought leader in...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Not All Databases Are Created Equal
Nov 6, 2014

Not all databases are created equal. No kidding. That is like saying that not all cars are the same, or...



Ruthless B-to-B Marketing

Ruth P.  Stevens
What the Growth of Inside Sales Means to B-to-B Marketers
Nov 4, 2014

I heard an arresting comment at the LeadsCon conference in New York in August. The speaker claimed that inside sales...



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.