SEO copywriting checklist: Making your Titles click!

How to create web page Titles for readers and GoogleGreetings! Today we’re introducing a new video series – the SEO Copywriting Checklist – for folks who want to improve their websites not only for Google, but also for their readers.

You may not be sure what it is you need to change or tweak – you just know that you need to do something! If this sounds like you, then you’ll definitely want to follow this series.

Heather kicks things off with a discussion of web page Titles, and specifically, how to create yours so they “click” with Google and get the click from readers! Her presentation ends with an action step for you to take.

Titles are often a missed opportunity

- The search engine results page is your first opportunity for conversion.

- Think of Titles like headlines – write them to get the click.

- Include your main page keyphrases.

- Keep the character count to around 59 characters (with spaces).

A lot of people look at page Titles as “the place that we stick our keyphrases so Google knows what the page is about.” But Titles are much more than that – they are actually your first conversions opportunity off the search engine results page.

So it’s essential to create a clickable Title – one that people will read and think “That site has exactly what I need” and will select your listing over the others.

Given that your page Title is competing for the first conversion – that first click – off the search engine results page, you want to write it as you would a headline. You want to make it compelling and yes, you’ll want to include your main keyphrases for that page in the Title.

You also want to keep the page Title to around 59 characters, with spaces. After crafting such a masterful Title, you certainly don’t want any yummy parts of it to be truncated out (with “…”) to where people can’t read it!

As an example of missed opportunities in page Title creation, here are screenshots of two Titles. The first example is representative of what you see a lot of today, where the Title has a keyphrase, pipe, keyphrase, pipe… Is it incorrect? No, it’s okay – but not as persuasive as the second page Title shown below it.

Action step: Review your Titles

For your action step, take a peek at your own site and see if its page Titles present an opportunity for you to improve click-through.

To review your Titles, type this command into the Google search box: site: your domain. Google will return a list of all the pages it has indexed, and you can readily review your Titles.

If you see any Titles like the one pictured, you may have an opportunity to not only write a more persuasive, clickable Title, but also to go back to the page content and see if there are other things you can do to tweak the Title and make it better for readers.

Thanks for tuning in! As always, your questions and feedback are welcome. You can zip Heather an email at, or find her on Twitter @heatherlloyd. And be sure to check back next Monday for the second video in Heather’s SEO Copywriting Checklist series! See you then.

photo thanks to Andy Hay

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