When you run a search in a search engine let’s say Google for example, you get a set of results for each website which is broken down into 3 elements. First a title, then a description and then a link to the website.
The title comes from your websites page title which is visible at the very top of your web browser when viewing a page. When people read page titles through a search engine they tend to only read the first 3 or 4 words. This is due to the way we now search for things and the ‘triangle of attention’ which I covered in my last blog post: How do people find your website?
Being able to understand how to optimise a page title and update it is crucial in an SEO campaign as it can significantly increase the amount of traffic conversions to your website.
How to change your page title
If you update the website yourself then you need to change the title tag. If you use a content management system (CMS) then you should be able to change the page title within the CMS somewhere. Taking into consideration people only read the first 3 or 4 words of a page title let’s take a look at the right and wrong way of doing things.
The wrong way to structure your page title
Taking this websites homepage as an example, if I were to write a page title as ‘Welcome to the CandidSky Digital Marketing Website’. My first 3 words are ‘Welcome to the…’ people will scan this title, read the first few words, not see what they want to see and move on. They have not even read the rest of the title ‘…CandidSky Digital Marketing Website’.
Also its unlikely people are searching for ‘CandidSky Digital Marketing’ because if they are they probably already know our website or know of us and can find us quite easily.
The right way to structure your page title
Again if I use this website as an example, it’s more important that the page title says ‘Digital Marketing services‘ or ‘Internet Marketing Services’ because that’s more likely what people will be searching for. If somebody searches for ‘Digital Marketing Services’ they want to see that search phrase in the title. This then confirms that this is the right website to look at and they are more likely to click on it.
So you will need the right keywords at the beginning of the title and then structure things in the right order like this ‘Digital Marketing Services Provided by CandidSky Internet Group’. This way I still get in the company name but I’ve got the right words at the front. As best practice always try to put the juicy keywords at the front of your title and your business name at the end. So in a search engine my title would read like this.