What is a title in an article? Page title - what is it and what should it be? Real examples on WordPress. Should you include the brand name in the title?

Along with such elements as descriptions (a brief description of the page content) and keywords (keywords), the title is one of the cornerstones of the successful promotion of any site. There are at least three reasons that require special attention to the issue of its optimization:

1. When distributed on social networks, the title of the site is displayed.
2. The search results display the title of the article, its URL and description.
3. Analysis of page titles allows Google and Yandex to determine their place in search results.

Yandex and Google rules for titles

In the query results, Yandex returns only 80 characters from the title. If your title consists of more than 80 characters or is longer than 15 words, then “extra” words will not be displayed.

In a Google search, no more than 12 words or 70 characters will be displayed.

Also, don't put every keyword you can think of into it. Search engines will consider this behavior as overspam and lower the article in the search results.

Use only the main keyword and dilute it with additional text (for example, after the “:” or “-” sign).

Important ! The main key query will tell search engines what keyword the article is intended for, and additional words are designed to attract the attention of readers.

Keywords

You've probably noticed that keywords are always in bold. This allows you to attract the user's attention, since he can immediately see the phrases he needs from the search query he made.

This, in turn, has a positive impact on the position of your pages in search engines if this user goes to your page, bypassing others

In this case, it is important to correctly fill out the “descriptions” field. Remember about spam. I believe that the key to success is not to use key words as often as possible, but to hook the reader with some intrigue in the first sentence.

Titles of pages on social networks

When a social network user shares your page, a snippet is automatically generated. Most users prefer not to change the original headers (although this is quite possible). What does it mean?

And the fact that the title can be visible to your friends. If they are interested in the information posted on the published page (which they will know from the title), then they will definitely go to your resource to familiarize themselves with the material in more detail.

Who should you write titles for - for people or for people?

Definitely, you should write for people, but be sure to take into account the specifics of the work of search engines.

Rules for creating a good title

Now I want to tell you how to write titles that will appeal to both visitors and Google and Yandex search engines:

• Absolutely all titles on the resource must be unique. Duplication will have a very negative impact on promotion.
• Title should consist of a maximum of 12 words, and its length should not exceed 70 characters for Google (15 words and 80 characters for Yandex). Fill it out clearly and compactly.
• The title must contain a main key phrase, which should be placed closer to the beginning.
• Titles should be easy to read and attract the reader's interest. Don't focus on SEO optimization alone. The title is the first thing that appears to a potential visitor in the search engine, so you must do everything possible to ensure that this first meeting does not become the last.

Should you include the brand name in the title?

Experts have differing opinions regarding this issue. Personally, I think you should only include your brand name in the title if it is popular enough. Having seen the name of an advertised company, the user will probably want to follow the link.

If you are developing your personal blog, then it is better to exclude. Although this is at your discretion. Personally, I don’t want a construction like “|Abdullin Ruslan’s blog” to be added next to each title of my articles in the search. I think this is unnecessary.

Title optimization

So that you can see how everything written above looks in reality, I will give you the following example.

Let's say you created a page with the title " Genuine leather jackets retail and wholesale| Price of jackets| Sale of jackets Russia| Sewing a jacket from genuine leather to order».

It consists of 24 words and its length is 123 characters. This title is not composed correctly. And it’s not just the number of characters, but also the overspam of keywords. Now I’ll tell you how to make the title succinct and presentable.

To solve this problem, you need to create a title that contains the semantic components of all the key words. That is, the correct option should look something like this: “ Genuine leather jackets in Russia: tailoring, retail and wholesale».

Thus, the entire text fits into 70 characters and 12 words, which are perfectly perceived by both search robots and humans. The main keyword is used at the very beginning, there are additional words that help reveal the whole essence.

That's all! I think I have covered the topic quite fully. You can check the correctness and effectiveness of the methods I described above in practice.

Share this article on social networks, let your friends, if any of them are webmasters and owners of web resources, also be convinced of the effectiveness of the correct use of titles. Don't forget to subscribe to blog updates, see you soon!

Sincerely! Abdullin Ruslan

About how to correctly compose titles.

In this article I will describe in detail the basic principles of title composition and optimization. Here I will answer some recurring questions, show examples from the video and more.

In general, this article contains everything you need to know about how to correctly create a title and description for a website.

What is Title?

The Title tag is an HTML element that tells search engines and visitors in the most concise and clear way what a particular page is about. The title is displayed in: the browser, social networks and search results. Must be unique for each page.

What does it look like?

In the browser

In search results

Why is it important?

• Because a significant number of optimizers do not know how to compose metadata.
• Metadata is included in the mandatory list of actions that cannot be failed, otherwise all further actions turn into a waste of time.
• Because it may be a shame in front of other optimizers, to whom dissatisfied clients will go.
• By simply updating the title you can increase traffic significantly:

General principles

Fundamental truths that consist of only 9 points

1. A lot of title headings are written crookedly and incorrectly.
2. To correctly compose the Title tag, you need to conduct a preliminary analysis.
3. You need to be able to carefully compose a semantic core.
4. You need to be able to analyze the kernel.
5. You need to be able to distinguish the human from the robotic.
6. It is necessary to distribute semantics between pages.
7. You need to have a clear mind.
8. You need to read books.
9. You need to spend time.

Don't forget also that the title is just part of the page layout; there is also text with headings. Don't try to add absolutely all queries to it.

Remember that titles that are too short may not always be justified. While you can often encounter this situation:

Google, unlike its younger brother, shows only the first part of the title. There are times when Google does not show the title, and then the page title is shown in the results, as well as the brand name.

By the way, experimenting with Title helped us.

How to write a title incorrectly

Compiling titles without collecting the semantic core

In any search results you can find examples of trust sites with incorrectly written titles.

Title: Climate equipment store Klimadom - Climate equipment and air conditioners in Moscow and the Moscow region

This site just needs to write the correct title and optimize the page to instantly grow in search results.

But the owners tried hard, paid money for the creation, content, and even the functionality of automatically displaying a message about the work schedule after 18–00.

The main mistake of such sites is that titles are written without drawing up the semantic core and structure of the site.

This is a very common mistake of sites that did not contact, but tried to quickly optimize the page on their own.

Adjectives

• For commercial keywords

The use of adjectives in the title tag is unjustified. I don't recommend words like best, profitable, most, huge.

• For information keywords

Using adjectives increases CTR. Important! The content of the content must match the adjectives used.

Stop words in title

Do not use pronouns, particles or prepositions in the title. They are not taken into account by search engines.

The most popular safe words are: and, or, about, to, i, not, before, etc.

Exception: phraseological units “to be or not to be”

You need to be careful when using the brand name at the beginning of the title. In rare cases, this option is allowed if the company is very well known offline. But in competitive areas, leaders rarely use this method.

This is a gross mistake and complete chaos in the head of the person who writes such a description of the page.

Listing cities when writing the title tag is in most cases an unjustified measure. If a product is sold throughout the country, it will simply be impossible to cover them in the title.

In what cases is the use of a city (toponym) justified:

• If the company operates in one region.
• If the company operates in several regions or has a representative office or other competitive advantage in these cities.
• If the content of the page is tailored to the city (ads, etc.).

Uppercase

Do not use UPPER CASE when forming Title. Stand out with content and intelligence.

Templates for title

The use of templates is justified for typical pages. But often, in order to save time, specialists create templates for all pages. In this case, the semantic core and personal approach to optimization are ignored.

Buy in the online store

A set of errors in one title

Buy bed linen at an affordable price in the Brand online store with delivery to Ekaterinburg, Perm, Chelyabinsk, Tyumen, Ufa, Kurgan, Surgut, Salekhard

Many SEOs will miss this title. And they won’t even think about changing it. There is only one good thing about it - Using a keyword at the beginning of the phrase. Everything else is wrong.

Collection of preliminary data

Most errors in the compilation of metadata are associated with the use of incorrect preliminary data about the structure and semantic core. Simply put: there is no understanding of what requests are being promoted to a specific page.

The sequence of actions is very simple:

• We create the structure of the site.
• We break down groups of requests into specific pages.
• We compose a semantic core.

No titles without structure

After the video, I received several questions about the title, which included the same error. Let's look at one of them:

The application has the following semantics for the page:

Here's the answer:

Accordingly, the title was originally as follows:

Estimation of the cost of an apartment for a mortgage, bank, court.

Despite the fact that you need to create a separate page Valuation of the apartment for the court and the title will be like this:

Valuation of an apartment for the court. Independent assessment of the cost of an apartment, repairs for the court.

Rule #1: title can be composed correctly only with a well-formed site structure.

Example structure:

On a website, such a structure might look like this:

After the structure, we prepare the semantic core. To use the right words in the title, you must immediately take into account the specified frequency of a specific request.

You need to know exactly which phrase is more correct to write in the title - Website promotion or website promotion, apartment renovation or apartment renovation?

Indeed, very often optimizers do not check this parameter before compiling metadata:

After working with the semantic core, we get data that we can work with when composing the title:

How to write a Title correctly

Analysis Tools

After the preparatory work, you can begin to compose the title for the site pages.

To make sure everything is done correctly, we use the following tools:

1. We look at the search results and metadata of competitors.
2. Let's look at the semantic core and refined frequency.

When analyzing competitors, we exclude very trusted sites. You shouldn't pay too much attention to the metadata of these sites.

In the title of competitors you can find new ideas or queries that for some reason were missed in the semantic core. Very often you can find non-obvious words, synonyms, etc.

In addition, correct headings increase the chance of a page being included in the .

title length

The optimal title length varies from 55 to 90 characters.

In Yandex results, the number of characters in Title is up to 68, in Google results up to 59 characters.

The basic rules are as follows:

• The main keyword is at the beginning of the title.
• All words with the highest specified frequency should be placed in the first 55 characters.
• All other words can be placed in a segment of 55 to 90 characters.

I never use a very short title or duplicate it with H1 type headings. An exception may be a blog post, service pages, or news.

Regional requests

If the business is aimed at a local market, the title must use the name of the city (toponym).

The main rule for regional sites: the toponym must be at the very beginning of the title.

Wrong:
Buy an air conditioner. Selling air conditioner in Moscow

Do not write the name of the country in the title (in Russia, in Ukraine). In rare cases, when you have a large catalog with regions for the root category, you can do this. In all other cases - no.

Right:
Buy an air conditioner in Moscow. Prices, sale, installation of air conditioners in Moscow.

Symbols

The rule here is very simple and universal:

You can use symbols that your competitors have in their titles.

At the moment, the results contain: period, comma, em dash, en dash, colon, like this stick |.

In order of priority, I use the following characters: comma, period, dash, colon.

Rare characters in Title

Here you need to experiment and monitor whether the CTR increases after their implementation.

You can test how a site with symbols in the Title will look in the snippet generator.

Brand in title

The brand name must be used in the title. In most cases it should be used at the end of the tag.

1. Buy a coffee maker in Moscow in the Kofevarkin online store (the best option).
2. Buy a coffee maker in Moscow - Kofevarkin online store.
3. Coffee maker: buy a coffee maker in Moscow (not recommended).

Number of keywords

Technique: Common Sense

Title: The largest online store for children's toys cannot be called correct. But due to a number of other factors: content on the site, linking, links to the domain, this site is in the top 3 search results for the request “Toys”.

In this situation, the main title can be left alone. Although it cannot be called ideal.

Title for product cards

A product card in online stores is an example of typical pages for which the creation of titles should be automated.

The template usually consists of:

• product names
• buy words
• region
• online store names

Example

Fitness tracker Xiaomi Mi Band 2 buy in Odessa - Citrus

Example of creating a new title

Using the example of the request “Shapewear cutie”

Here are the titles currently in search results

The 3rd and 4th places in the search results have more or less correct titles.

We compose semantics, look at the tips:

Let's check the frequency of requests:

I suggest automating the process using a key collector.

As a result, we get the following Title options:

1. Shapewear Milavitsa - catalogue, buy shapewear lingerie Milavitsa in the online store
2. Buy shapewear Milavitsa: catalogue, shapewear lingerie Milavitsa in the online store

Find out more about.

Old title: Free programs for house design, review, download program for house planning

New title: Free programs for house design: review, download a program for creating a 3D project and house layout - Site title

It is very important not to forget that the article itself also needs to be improved.

An interesting case for improving metadata is presented in the article:

Studying semantics and adding the year to the title increased traffic by more than 4 times.

conclusions

When composing a title, you must first distribute queries across pages, create a semantic core, and download the specified frequency of queries.

The general conclusions are as follows:

• Correct title = higher CTR in search results than competitors;
• First, only the most frequent word or phrase;
• In the first 55 characters, use the most common words;
• Never create a title in isolation from the semantic core;
• Always distribute pages wisely depending on key queries;
• Use separators;
• Study the title of competitors;
• Use only high frequency keywords;
• Don't forget about the text;
• Make the title look and read well;
• Don't make a list of keywords;
• Don't steal from standards and don't steal at all.

By the way, we used this principle when the site grew to 3 million search traffic per month.

You can also watch the webinar, in which I talk about some points in more detail:

Well, remember: a good title does not solve all optimization issues, but it is one of the most important markup attributes. Any optimizer must be able to correctly compose a title that combines benefits for search engines and readability for site visitors.

Need to improve the Title for your website? consultation with the Livepage team.

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.

Friends, never give up and connect to our knowledge base. You will succeed!

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

Despite the fact that we do not have direct occurrences of some queries, they are all included in this title - the robot will understand that this page is determined by the queries we need.

You can't do this:

USING TEMPLATES TO FORM TITLE

We looked at manually compiling titles, but for product card pages you can use templates when there are a lot of pages and it is not possible to compose them manually.

Examples of templates:

First we have the name of the product, in this case this is the main keyword, and then additional words.

• It is better to use different templates for each category (this applies to both title and description)
• For landing pages, we recommend creating the title manually.

TITLE – HOW NOT TO DO

1. Don't use inconsistent phrases:

“buy superhero figures”, “Hasbro Hasbro spider buy”– unnatural phrases, direct entry of a request, they don’t speak Russian like that, they can be perceived as spam. If there are some other spammy structures on the site, there is a possibility that such a title will become an additional factor for the antispam algorithm, which will demote the site upon request.

Even if it seems to you that such titles “seem like nothing,” it’s better not to do that :)

Correct option:

2. Don't use unnecessary words.

We are talking about words that can blur the relevance of the title. If we add words that are not relevant to our topic, we dilute the weight of the main keyword.

Example (words that blur relevance are highlighted in red):

By removing these words, we will not lose anything.

Correct option: