What is a title and how to write it correctly. Correct page title, SEO title Title writing rules

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or internal pages

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2. Include your brand in the title of the pages.

Use your site's name or brand at the beginning or end of the title tag on every page to help users understand where they will go and increase return rates. Some search engine users skim down the search results to find a trusted brand.

Option 1: Search Engine Optimization
Option 2: Search Engine Optimization - Wikipedia
Option 3: Optimization.ru: Search engine optimization and website promotion

3. Use different titles on different pages.

The title tag must be unique on each page, and it must also be unique throughout the search results. To uniqueize the tag within your site, use the names of articles, sections, categories, and so on. If any article is divided into pages, then add text at the end of the title Page 2 of 10 or simply Page 2. To uniqueize page titles throughout the search index, it is convenient to use the brand name in the title. Identical headings can cause duplicate content to appear and, accordingly, some pages to end up in “additional search results”.

4. The title must contain keywords.

The keys should fall into the title naturally; search engines will assign the greatest weight to these words out of all those found in the text. Therefore, when optimizing a page for a certain key phrase, it is worth, first of all, including it in the title. Internal links to a specific page most often contain its title in the anchor, just as with natural external links people anchor the title of the page, so if this tag does not contain keywords, then you are losing a big opportunity to cost-effectively make the page more relevant for a specific key phrase and promote your site for it a little higher in the search results.

5. Don't include too many keywords in the title.

It is necessary to add keys to this tag, but you should know when to stop and find the line between SEO optimization and usability. When adding keys to a title, make sure that it remains readable. You should not put more than 2-3 key phrases in the page title; first of all, leave the title readable and understandable for users. If you have a large number of keywords, create several pages on the site, each of which will be dedicated to 1-2 keywords, this way you will shorten the headings and increase conversion.

Examples of long and short headings:

Download music in mp3 format: dance, club, electronic, download clips of new songs - music portal Muz.ru

MP3collection.ru >> Dance music, electronic club music

6. Don't use safe words in your title.

Search engines do not take into account stop words - those that appear in texts so often that they cannot be meaningful for the search. As a rule, these are pronouns, prepositions and particles. Search engines usually ignore stop words, even if they appear in the query text.

Among the Russian-language stop words we can highlight the following: O, And, or, To, I, Not, before etc. Among English speakers it is a, about, an, as, are, but, be, or, and, for and others.

7. Each word should not be repeated more than twice.

It is better to combine words, insert derivatives of words, etc., focus more on users. When a word appears in a title more than twice, the title becomes long, unreadable and spammy from the point of view of search engines. For example, this header:

Nokia 3410 – phone, case for Nokia 3410, case Nokia 3410 battery for Nokia 3410

not at all usable, its redundancy resembles spam, which strives to remind search engines what the page is about. It is better to use this type in this case:

Nokia 3410 phone – case, housing, battery, accessories

8. Don't use page titles that are too long.

Limit on the number of characters counted in the title tag for google is 70 signs so that the name in the sickle fits into one line. IN Yandex is taken into account in the title no more 15 words, but no more is displayed 80 characters. If your title is more than the maximum value, the search engine will automatically truncate it (google will add an ellipsis at the end).

9. Keep the title length to no more than 8 words.

It is quite difficult to fit more than 8 words into 70-80 characters, however, some still make the title too long. For Google it is eight, for Yandex it is 16. Remember that users, when linking to your pages, do not like to change the title by inserting it into the anchor of the link. By focusing only on Yandex and making the title more than 8 words, you lose in Google.

10. Place the most significant keys at the beginning of the title.

This way, even with a long title, you will be sure that the keys will be included in the anchor of internal and external links and will influence the link ranking. If you like long titles, then put the brand at the end, not at the beginning of the tag. Pay attention to how different companies and services make headlines. For example, Wikipedia:

Wikipedia - the free encyclopedia

however, for the inner page:

Federal constitutional law - Wikipedia

11. Use patterns.

A pattern is a template. If you need to place multiple keywords in the title tag, or use multiple modifiers, then use templates like this:

[mod1 keyword] + [mod2 keyword] = [mod1 keyword mod2]

For example, Find a job at home + Work from home via the Internet = Find a job at home via the Internet.

Templates can be different, here are some of them:

KW1, KW2, KW3
KW1, KW2 and KW3
KW1 | KW2 | KW3

However, it is worth remembering that with long keywords you may not fit into the required heading length restrictions.

12. Don't use special characters.

Search engines support a number of special characters that you can place in the title tag. These are the following symbols (not the entire list):

In search results, special characters look something like this:

Previously, other special characters were also supported, which are currently simply ignored. Unsupported characters include ASCII characters and the following HTML entities.

Hello everyone, Anna is with you again! Glad to see you on our blog. It seems to me that it’s time to talk about such an important component of pages and articles as the title. If you have already worked with text, then you have probably come across this concept.

In fact, everyone does title, but not everyone produces something worthwhile. Why? This is a special art, the subtleties of which need to be learned.

Are you still looking at becoming a copywriter? Don't pass by, learn to work with the title right now. Working with SEO titles is one of the responsibilities of a writer. Once you master this skill, you will be a step above your competitors.

Once a regular customer on a text exchange confronted me with a fact: “Write a good title.” As a newbie, it was difficult for me to figure it out. I gave my 100%, but with experience I realized that this was not enough. Until the rules are firmly ingrained in my head, I won’t be able to write high-quality headlines.

In this article I will tell you what titles are, how to write them and why.

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If you have questions while reading the article, ask in the comments. I'll be happy to help.

What is title?

Title is the name of the page displayed in tabs, browser bookmarks and search results as a link. Its content affects relevance, ranking, and behavioral factors. Together with the description, it favorably presents the page in search results.

We rely on search results. This is where users carefully study the names. We need to attract their attention so that they click on our link in the search results, rather than choosing our competitors.

Title - a paired meta tag without attributes, which is written in the HTML code in a block . To verify this, you can right-click or use the Ctrl + U keyboard shortcut in your browser.

Among the heap of lines you will see our meta tag

To look at the title and description of someone else's site, follow these steps:

What is the title for?

Title is one of the most important tags of any page. It performs the following functions:

• Is of semantic importance to search engines. Along with meta tags, title transmits information about the content of a web page to search engines. Title is one of the . Filling it out correctly can increase the relevance of your document for the key queries for which you are optimizing this document. Filling out the title incorrectly will most likely have a negative impact on your site’s performance in searches.
• By default, this is the title of the page in search results.. Title, first of all, informs visitors about the content of the page they are about to go to. If you, before the user goes to the site, tell him that the web page contains relevant information that matches his request, with a high degree of probability he will visit your site. Title also greatly affects the CTR of the snippet. The more attractive and clickable the title you create, the higher your click-through rate will be.
• Makes it easier for users to navigate the browser. Title, as mentioned earlier, is displayed in browser tabs, and allows the user to navigate among the many open tabs. Also, the default title is the name of the bookmarks in the browser. If the user decides to save your site as a bookmark, the title will automatically be substituted in its name.
• By default, this is the title of the post when sharing on social networks.. If you share a link to your website on any social network, it will automatically generate a block with information about this page. The title of this block is taken from the title tag. If you actively use social networks, make sure that the title of your pages is presentable and conveys to readers not a bunch of words, but an attractive semantic message about the content of the page.

What to write in the title?

Let's take a closer look at what you need to write in the title to get to the TOP, what are the main mistakes when writing a page title, as well as specific examples from search results.

How to optimize the page title?

The optimal length of the page title title is 50-70 characters. If the title exceeds the specified length, it will be cut off by search engines. Therefore, in the process of composing the title, imagine how it will be displayed in the search engines from which you plan to attract traffic, whether its meaning will be violated, whether it will be informative if it does not fit into a limited range of characters. The maximum displayed title in Yandex is up to 60 characters(usually no more than 55), Google up to 70 characters(usually no more than 65). However, search engines can cut off the title at 45 or even 40 characters if they consider the subsequent content to be inconsistent or not relevant to the query. More often, this situation occurs when punctuation marks and stop words are used in the page title: conjunctions, commas, colons, dashes, etc.

The maximum size of a displayed title is determined not so much by the number of characters as by the limitation on the width of snippet blocks. In Yandex, the maximum block width is 536 pixels, in Google it is 600 pixels. Accordingly, the number of characters is primarily affected by the width of the characters themselves, the number of Latin letters, the number of spaces and capital letters. For example, many more “i” characters will fit into a block of the same width than “I”.

Title should be a short, meaningful and understandable page title that matches its content. Try to place the keyword as close to the beginning of the tag as possible. Firstly, you will thereby increase the relevance of snippets in the eyes of users. Secondly, Yandex, for example, highlights key queries in the snippet in bold. The presence of bold text in a snippet can seriously increase its CTR. Place less significant words at the end of the title tag.

10 title writing mistakes

1. Title too long. A title that is too long is a bad practice and will negatively impact your site's search performance. First, you run the risk of compromising the semantic integrity of the page title after search engines cut it off. Secondly, the CTR of snippets may decrease. Thirdly, search engines use technology for dynamically generating snippets, and therefore any sense of using as many words as possible in your title is lost.
2. Title too short. Don't make page titles of 1-3 words unless they are navigation sections. Using minimal words in your title reduces the variety of queries your page can answer.
3. Repeated words. You should not use the same keywords to “strengthen” the title. This way you only risk earning sanctions from search engines. Also, do not duplicate Russian and English words that have the same meaning, for example, “title” and “title”. Search engines have long learned to recognize and take them into account.
4. Unwanted characters. Try to avoid excessive punctuation in your page titles. Try to use the following characters as little as possible (, . / = ! ? * :< > | + _).
5. Request not matched. The title should reflect the content of the page. Don't try to fool users and search engines. You will not be able to drive traffic for queries that are not relevant to the content of the landing page.
6. Reoptimization. There is no need to list queries separated by commas in the title. Consider whether users will understand the content on your page. In addition, excessive use of keywords in tags and page text is perceived by search engines as spam, which is subject to sanctions.
7. Language discrepancy. Fill out the title in the same language as the content of your page. The use of foreign or allegorical phrases may negatively affect the presentation of your website pages in search results.
8. Not using keywords. The title not only can, but should contain the main high-frequency keyword that is most relevant to the content of the page. The absence of keywords in the title is a negative ranking factor for the site.
9. Semantic garbage. Try not to use phrases like “Welcome to our site”, “Welcome” in the title of the page.
10. Duplicate title. There is no need to duplicate the title on different pages of your site, this will make it difficult for the search engine to determine the relevance of pages to common key queries. You should also not duplicate or copy the title from your competitors. Search engines try to make the results as diverse and representative as possible, so the same content is unlikely to receive high rankings. Again, common sense should not be forgotten; in certain niches, pages can only answer one specific key query, which is already used by other sites in the title. In this case, there is nothing criminal in duplicating the title.

Examples: good title vs bad title

Let's look at some examples of good and bad titles.

Example #1. Request "buy women's jeans"

A good example of a title is from the Lamoda online store. The keyword is located at the beginning of the title, the minimum price is displayed in the title, which makes it more noticeable. Using price also allows the target audience to understand the price range of the goods of interest. The trimmed title does not violate the semantic meaning.

The page is optimized for 2 high-frequency key queries: jeans and trousers. For such broad keywords, you need to create 2 separate landing pages. The length of the page title is 125 characters. The title lists keywords separated by commas - an obvious over-optimization; the snippet title is cut off at 39 characters. The main keyword is not at the beginning of the title.

Example #2. Request "water delivery to home in Moscow"

Short and clear page title. Occupies maximum space in the snippet title. The keyword is located at the beginning of the tag. To uniqueize the title, the company name is indicated, which also contains the keyword “Water”; this significantly distinguishes the title from competitors.

The snippet contains an automatic title, since the title tag contains blatant spam. Listing keywords separated by commas is an obvious over-optimization. Such tag content will never become a snippet title.

Title: about complex things in simple words

Let's look at more complex issues that may arise when filling out the title and analyzing search snippets.

Title and HTML5

With widespread support for HTML5, it has become possible to use emoji in meta tags and website titles. How does this affect SEO? The question remains open. There is no objective data that can give an unambiguous answer to this question yet. On the one hand, the use of special characters can significantly increase the CTR of a snippet, on the other hand, there is no understanding of how the search robot perceives special characters.

Several examples of using icons in title and description:

Website bonprix.ru. Request "buy women's jeans"

Website charmante.ru. Request "buy a women's swimsuit in an online store"

Website consowear.ru. Request "buy down jacket WL170501"

All 3 sites for the presented key queries are in the TOP 10 of Yandex search results. In Google, the situation is much worse - none of the sites are presented on the 1st page of results, with the exception of the 3rd vital query. However, Google does not display icons in snippets at all. Could this mean that HTML5-supported icons cannot harm the site’s presentation in the Yandex search engine, but at the same time negatively affect the site’s presentation in Google? Probably, much more data is needed to be able to draw any conclusions. And, in principle, assessing the quality of search results based on one single factor is, to put it mildly, wrong. Share your opinion on this issue in the comments.

You can use special symbols without any fear for vital needs. For example, on product pages, as shown in example 3. In other cases, carefully monitor traffic, page positions and snippet CTR.

Does the title always end up in the snippet?

Title can be used to form the title of a snippet, but this does not always happen. Firstly, the search engine can independently generate a snippet title based on the text data that is present on the page. This happens most often when the titlte contains blatant spam - this is not our case.

However, even a correctly composed title may not make it into the headline. Example:

Why is this happening? Firstly, the search robot itself determines the relevance of the title based on the main keyword, and can use, for example, h1 as in the presented example. A similar situation can occur with other text elements on the page. The technology for dynamically generating snippets has long been widely used. It allows the search engine to present different titles and descriptions for different search queries on the same web documents.

The snippet title can also include, for example, a second-level heading h2. This is why the correct structuring of an article with a logical distribution of keywords is so important today, and the excessive use of keywords in the title is meaningless.

For example, when searching for “name day on September 7th” in Yandex, we see in the search results a site with the following snippet title:

When you change the query to “Men’s name day on September 7,” the snippet title for the same page changes to “Men’s name day on September 7” - this text is the second-level heading in the page content. For 2 different requests, Yandex dynamically generated 2 different headlines and snippet descriptions for us on the same page.

Ideally, when optimizing a landing page, you should work through all possible queries that may come to you from a search. The most frequent of them should be included in the title and h1. The least frequent ones should be used in the document structure with appropriate heading markup.

Where are the optimization frameworks?

How do you know when to include a key query in the structure of an article, and when to create a separate document? How to determine the number of keywords that can be used in the title? It is impossible to give a clear answer to these questions. First of all, you should focus on the logic, semantic component of the page and the tasks that users set for themselves when they get to your page.

Each page must solve these problems, and it is impossible to do this in all areas at the same time. If you take the commercial request “buy sneakers,” then it is logical that users will be interested in the product range, but if you take the request “sneakers size chart,” then the availability of products on the landing page fades into the background. One request is commercial, the second is informational. People set different goals for themselves: in the first case, purchasing a product, in the second, determining the required size. These goals cannot be fit on one page, both from the point of view of content structuring and from the point of view of SEO optimization. It is logical that you need to create separate pages for these keywords.

If you have doubts about combining content to optimize it for different user requests, refer to the search results, and it will give you a clear answer. It will be enough to look at the first page of the search engine and the content that search engines consider relevant. If you find the same pages in a given topic for different queries, then optimizing the page for them is possible. If among the results for the first request you do not find a single site in the results of the second request, then it is not worth optimizing the page for different keywords.

As for keywords, the structure of headings that can participate in the formation of dynamic snippets should be logical and consistent. You shouldn’t put keywords in headlines for the sake of keywords, especially when it comes to low-frequency keywords. For low-frequency queries, it is often not necessary to have the entire query text on the page for the site to be in the TOP. For h2-h6, use the most frequent words that can serve as semantic headings for your page. If there is no semantic unity, then you cannot use them; you will only violate the relevance of the document and spoil user factors.

Is it possible to change the title after indexing?

After the page has appeared in the search results and has managed to accumulate data on user and other ranking factors, it is necessary to evaluate its positions and the traffic it attracts. If the page is in the TOP and attracts a lot of traffic, there is no need to make any changes. If the page does not receive the right place in the search results, then changes need to be made!

However, you need to remember that low page rankings for a specific key query can be not only the result of an incorrect title or description. There are hundreds of other factors that affect search results, and your changes to specific tags may ultimately lead to nothing.