How to write good Titles and Headlines?

Transcription:

Hi, and welcome. My name is Harald Tschuggnall, and today I want to talk about some basic SEO stuff. I want to talk about some titles and Meta descriptions. Basically, how should you write your SEO titles? How should you write the Meta descriptions? Keep in mind, we are not just writing the descriptions and the titles for the SEO purpose. We are actually writing them for the user to click on it.

If you look at the titles and the descriptions in the search engine result pages, the title will be the first that the user will see. It's underlined. It's the blue part, and then below, of course, you're going to see the 2 lines of Meta description. If you make the mistake that, for example, you put your keyword at the end of the title, and the title will be too long, the user would not see your keyword. That, of course, would mean that it could happen that the user will not be sure if he going to find what he's looking for. It's very likely that the user will not click on your search result.

The same is the Meta description. The Meta description, as you may know, is not a ranking factor. The title is a ranking factor, and we have seen some studies that confirm that if you have your keyword inside of the title, and if you have your keyword in front of the title, then basically this is a ranking factor. For the description, like I mentioned, this is not a ranking factor, but if you put your keywords into the description, Google will make them bold, so you have got an advantage if your keywords are in the description. They will be bold.

It's not about keyword stuffing, or it's not about having a lot of keywords in your title or in your description. The Meta description is also an opportunity for you to convince the user to click on your search result. I would say it's like in a print magazine, if you place a small ad, you have got a certain amount of characters that you can use, and in print you're going to use it very wisely, because your are limited to it. Basically, it's the same if you set up a website. You have got a certain limit that you can put into your title, and you have got a certain amount of characters that you could put in Meta descriptions. If you put them at the end, it would be that Google will not show that.

It is important to, like I mentioned, convince the user to click on the search result. The user has to be sure if he clicks on the search result, he will find what he's looking for. If he clicks on a search result, also your landing page should be a landing page where the user has got the feeling, "Okay. Here, I'm finding what I'm looking for." You can start that with nice headline, and then you could put, of course, an image of the product or service that you are selling. If you do that, the user will arrive on your landing page, and will have the feeling that, "Okay, I'm right here. I've found what I'm looking for." Then, of course, you have to have a good piece of information, or a good price, or a nice landing page, like you're really giving the user what he's looking for. Try to fulfill the users' needs all the time.

Back to the title, the title shouldn't be like, "Keyword A, keyword B, keyword C," something like that. The title should really be a nice written sentence, or maybe two short sentences. If you want to put your company name inside of the title, then put it at the end. The only thing is, where I would put the title in the front, if you are Amazon, if you are really a big brand. Then, it would be good to have the brand in front of the title, so let's say Amazon, and then slash or whatever, and then the product name or some nice sentence, "The best whatever." If you are a regular company and people will not or if you're not a real brand, then put your brand behind or first you make a nice title. A sentence, a nice title, and then you put your brand, maybe with a pipe, at the end of the title.

The Meta description, like I mentioned, try to convince the users to click on the search result. This was more about titles and Meta descriptions. I hope it was useful, and I'll see you tomorrow. Bye bye.