Every business owner knows having a recognizable business title is a major attributing factor when it comes to the growth and success of your small business. In fact, your business title will determine whether or not your business can be easily found online.
Even though you may have an easily searchable business title for direct traffic, content is what will drive the rest of your customers to your business. If you can create useful content, you’ll bring in more traffic and more potential customers. Now, the tricky part is writing a title for search engine optimization (SEO).
Below are some useful tips for writing effective SEO titles Google, and your readers, will love.
Google Search Ranking Signals
Google uses ranking signals to determine in what order its search engine results appear. There are hundreds of ranking signals and their importance change with every update. As there are multiple, small updates to Google’s search algorithm every single day, SEO experts tend to only focus their attention on major updates, as too should you.
In its latest search algorithm update, on March 12, 2019, Google announced changes to its Broad Core Algorithm. The details of the changes made are still not made public; however, most speculate the changes were made in order to better serve user satisfaction. This means Google is looking to see how well your search result answers a particular search query.
If that’s the case, which many experts believe it to be, the first place to begin improving user search satisfaction is with your title.
Understand User Search Intent
In order to understand user search intent, you have to know why people search online in the first place.
Online searches can be grouped into three categories such as transactional “Do,” Informative “Know,” and Navigational “Go” queries. For all information regarding queries, check out our Digital Marketing: Keyword Research 101 blog post.
All of the above search categories correspond to a level in your sales funnel, where informative searches are top of funnel and transactional and navigational searches comprise bottom of funnel.
Each funnel will have types and topics of content that perform best to incentivize users to complete an action or engage with your content. Content pages using the best performing topics and structures, at their respective stage in the funnel, matching a query will be ranked higher in search because Google believes users who interact with your content are satisfied. In turn, the type and topic of content will inform the title as well.
For example, if the query is informative in nature, its aim will be to qualify customers to enter deeper into your funnel through providing more detail around a topic where you also provide a product or service. As is, E-books are effective forms of content for engaging users when they conduct informative based searches. This means you should include an E-book on your new content page, presumably in exchange for an email. As this type of content play will be the draw for your page, you’ll then know to include the word “E-book” and the topic it covers in your title.
Create a Title Your Audience is Searching For
Always remember the results of your users’ search queries come with a direct effect on how your meta titles will appear within Google.
When keywords within a user search query matches with your title, Google will rank your website higher on various search results and will also bold the matching phrases and words in your meta title.
This means that in order to greatly benefit from these matching title results, you will need to make a great effort to create your title based on what the potential customers will likely be looking for.
With Google Keyword Planner, you can fine-tune your SEO titles to match perfectly what your targeted audience is searching for.
To find keywords and keyword phrase combination ideas to best match with user searches, create a free Google Keyword Planner account. After you’ve set-up your free account, click on the left box, “Discover new Keywords” to find new keyword ideas.
CLICK TO READ MORE: