Title tags are pieces of code that help organize your content. In the backend they look something like this:
You’ve seen titles and descriptions in the search results when you’ve used Google. Here’s how it looks like:
The two most important title tags you need to worry about are the H1 and H2 tags. In general, you won’t use H3 and on quite as much.
Add title tags using an SEO tool like Yoast, or if you know HTML code you can add them manually.
Keywords in your titles and subtitle tags are also important for users since titles are often the first thing that users will read when they land on your page.
It shows them that they’ll find answers to the questions they’re looking for.
These provide visual cues for your readers, and they tell Google’s search bots which keywords to look for first when they crawl your site.
Google’s bots will look at the H1 tag for keywords first, and display them in the SERPs, so that’s why it’s so important to include LSI keywords in your titles.
Ahrefs has a nice guide on crafting title tags for SEO. They did some research and found a correlation between rank and use of keyword in title:
The organic CTR (click through rate) of your titles in the search results has a lot of evidence pointing to it as a ranking factor.
This makes sense, if Google notices people aren’t clicking on your title, this would be important data for them to assess whether it matches user search intent. Here is a formula for crafting titles that get great click through rates:
- Start the title with the keyword to clue Google and people into the topic of the page
- Add an action word. You can use informational words like “learn, see, discover” or transaction words like “get, try, buy”
- Add LSI keywords and/or secondary keywords to further indicate what the page is about
- End with your brand or site title
So for example, if you sell fancy satin hair bonnets on your site, using the formula above you could make it:
“Satin Hair Bonnets – Discover Sleep Caps You’ll Love | Evee Natural Hair Co.”
Here are some more examples of different title tag formulas for several page types:
To sum up how to get a higher CTR on your titles: include your focus keyword with a relevant long tail and/or modifier that tells the person that this is the exact content they were looking for.
In addition to your title tags, you also want to create meta descriptions.
According to Kissmetrics, meta descriptions are somewhat less important than title tags when it comes to search engine rankings, but they do improve click-through for users.
Meta descriptions should also contain relevant keywords, as they will be bolded by search engines when users type in keywords.
You can add meta descriptions the same way you add title tags. There’s another box for that in the Yoast plugin: