“A title tag tells both users and search engines what the topic of a particular page is,” according to Google. In fact, while title tags that appear in search results can be important hooks for users, enticing them to click a specific link or page listing, they can also be crucial to the optimization of a page and the start of the conversion funnel process.
What Are Title Tags?
Title tags (or the <title>), which are pieces of code that go into the back end of a page, are one of the single most important on-page SEO elements. This is because title tags define the title of a page for search engines. Along with meta descriptions, title tags are the information users see in search results, providing insight as to how a particular page or result may be relevant to a query.
Top 4 Reasons Title Tags Are Important
Title tags are important because they:
- Are used by Google and other search engines to assess the content of a page
- Have the most SEO power of any tag associated with a given page (in terms of establishing keyword relevance)
- Are able to increase page visibility in queries when written/optimized properly
- Are helpful to the user experience, as they allow users to evaluate whether a page has the information they are looking for.
What Happens with Bad Title Tags
When title tags are poorly written because, for instance, they lack keywords, they are overstuffed with keywords or they exceed the character limits:
- Google may actually “rewrite” these title tags, changing page titles in published search results.
- A given page can be poorly ranked and/or see little traffic.
- The bounce rates for a given page (and the website it’s on) can go up.
- The possibility of converting users into potential new leads and/or clients declines, as less people may be inclined to visit a site and/or respond to its call-to-action.
We’ll point out some important tips for writing good title tags in an upcoming blog series. Be sure to check it out. In the meantime, share your thoughts and comments on this with us on social media – and contact us if you need help designing, updating and/or optimizing a website.
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