titles
Category: Insight

Writing Better Titles

One thing companies should be investing in order to benefit from more website traffic is better titles for their web pages, blogs, and articles. A good rule of thumb is to create titles that have at least one keyword phrase on each page.

This is one way companies can avoid making big mistakes that affect search engine rankings, and while staying relevant.

But when a company adds additional keywords that are related to the main one– aside from all of the other words that are used to create a sensible title– they have the opportunity to generate more website traffic.

Short Titles

The best way to create titles is to keep them short, and to use a single keyword phrase for each page; any related words can be used for additional content on other pages.

Landing pages for general topics don’t really benefit from single keyword phrases because they’re not able to compete for the more popular single keywords without adding more phrases to make long-tail titles.

That’s why the titles should be kept short – generally, no more than 70 characters. Companies can also use up to two or three primary keywords that are relevant to the content of that page and the objectives they want to achieve with it.

Of course, businesses can also develop more long-tail keywords that will not only include the primary keywords but a number of other words such as modifiers.

These can help create titles that make sense to people. Titles can also be tested to evaluate their performance.

Competitive Phrases

Businesses can use the Google Keyword Planner Tool to figure out which keyword phrases relate to a topic. For example, if a company is selling green tea for the health benefits it provides, and more specifically for weight loss, the tool will show which are the most competitive keyword phrases.

Those include keywords such as “green tea health benefits” and “green tea for weight loss”.

These phrases can be combined to retain the order of the main keywords, which, in this case, is “green tea”, but all of the additional words can be used in a working title. The long-tail keyword that’s created can be something like “Green Tea Health Benefits and Weight Loss”, which is optimized for both of those competitive phrases.

Keyword Stuffing

There are plenty of marketers and companies that are familiar with the potential dangers of keyword stuffing, which essentially means overusing keywords in the title, description, or copy of a web page. Google tends to penalize websites that utilize keyword stuffing, although the exact threshold for the density of used keywords isn’t publicized.

Fortunately, there are a number of tools that companies can use to count the keyword use frequency in a text. This is generally measured by the number of times the keyword or phrase is used as a percentage of the total number of words in a piece of text.

Although high keyword density can help companies boost their website ranking, they shouldn’t overdo it because it leads to big consequences.

Ronn Torossian is the CEO and Founder of 5W Public Relations. Torossian is also the author of leading PR Book ‘For Immediate Release’.

One thing companies should be investing in order to benefit from more website traffic is better titles for their web pages, blogs, and articles. A good rule of thumb is to create titles that have at least one keyword phrase on each page. This is one way companies can avoid making big mistakes that affect search engine rankings, and while staying relevant. But when a company adds additional keywords that are related to the main one– aside from all of the other words that are used to create a…