9 Methods How to Write Meta Tags (Title & Description) for Higher CTR in 2019
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9 Methods How to Write Meta Tags (Title & Description) for Higher CTR in 2019

Having the correct meta information is crucially
important for your website, YouTube videos or Facebook publications, because users read
this before deciding to click. But It’s not only important for users, it’s
important for Google as well. In the first episode of SEO Mythbusting, Martin
Splitt, WebMaster Trends Analyst at Google, gave three invaluable tips of where webmasters
need to pay specific attention. These are content, meta information and performance. I can speak for days about the topics of content
and performance. What I mean is that you need to create better
content than your competitors have. You need to decide all your users’ problems
and you need to satisfy them as well – better than your competitors. I’ll tell you more about that in future
videos. So, let’s get back to the topic of meta
tags. As I said previously, Martin Splitt rated
meta information in second place of importance where webmasters need to pay specific attention,
after content. content is number one priority Oh could you mention another two things that are important for this yeah you’re gonna love them because they are technical so the second biggest thing is make sure that you have meta tags that describe your content so I have a Meta Description okay because that gives you the possibility to have a little snippet in the search results that let people find out which of the many results might be the ones that help them the best and have page titles that are specific to the page that you are serving so don’t have a title for everything the same title is bad if you have titles that change with the content you’re showing that is fantastic and frameworks have ways of doing that so consult the documentation but there’s definitely something something that helps with the content How to write meta tags? There is not enough space to provide details
about all your content. People don’t have the time for reading extended
meta information. How do you find the correct balance between
length, keywords and information for users? What I have noticed is that sometimes Google
doesn’t understand the content of your website because of your meta information and then
Google doesn’t rank it. In this video, I’m going to show you how
to write seamless meta tags to specifically satisfy user intent, provoke curiosity, improve
CTR and give Google and YouTube enough reason to rank your content. Hiiiii, I’m Anatolii from SEO tools TV. Don’t forget to subscribe to my channel
and like this video. Before explaining how to write meta information
I want to explain to you, exactly what it is. Meta information can be seen on search engine
ranking pages also known as SERP. The blue links with headings are titles, the
slightly smaller fonts and longer explanations are descriptions. Each page of every website needs to have unique
meta tags – titles and descriptions. Titles are the names of your pages and your
description is a really short explanation about the featured content on your page. You can add meta tags on WordPress by using
the Yoast plugin. Yoast is very helpful because it helps control
the right length of your meta tags. Other Customer relationship management systems
– CRM for short – are also available, depending on what kind of website you have. Correctly written meta information improves
your CTR and helps Google combine users intent with your meta tags and content. I’m gonna show you 9 techniques to creating
the best meta tags and three of them will increase your CTR by up to 104%. Number 1. Using Brackets, Numbers and Symbols According to Hubstop, using brackets in your
title improves CTR by 38%. Brackets divide your title and provide additional
information about your content. Also, Moz has stated that using numbers in
your title improves CTR by 36%. Readers like numbers and what I mean by that
is add phrases to your title, e.g. 30% discount, a new case study for 2019, TOP-10 music chart,
etc. Strangely enough, users pay more attention
to uneven numbers than to even numbers, e.g. 3, 5, 7, 11, 141. Number 2. Capitalize Every Word of Your Title, except
articles and prepositions. This is a quick easy rule to follow, but many
websites ignore it. You shouldn’t. Check out big brands like Amazon. Their titles are always capitalized. Learn from them. Number 3. Put your brand or domain name at the end of
your title. Users scan titles by reading only the first
three words before they decide whether to read the whole title. By inserting your name or brand at the beginning
of the title, you’ll confuse users, as well as Google. You don’t wanna do that. It’s much better to hook your users intention
at the beginning of your title and by using your brand or name at the end, it improves
your level of trust. Number 4. Increasing Curiosity 75% of our decisions are decided by using
our emotions. The decision to click on your title, is no
exception. There are a multitude of different types of
emotions like surprise, joy, trust, fear, anger, excitement, etc. Have you ever seen a movie where you could
exactly predict the end? Predictable movies are extremely boring. It’s much better not to know how the movie
will end and what’s even better – when you aren’t able to predict the next episode
of a series. Personally, I love unpredictable movies as
I’m sure everyone does. So, get to the point in your title – tell
people why they need to click. If users know exactly what they will gain
by reading your content, more often than not, they won’t click on it. Provoke their curiosity. The way to do this is by finding emotional
words for your title. The best place to look for these words is
by reading other people’s relevant Google Ads. Then copy the interesting emotional words
onto a list. What you can also do is go to Google and insert
your related keywords in order to find more emotional words. Use the words you like and play with them. Just like you would in a game. Number 5. The Best Length for Your Title Google counts a title’s length in pixels. Each symbol has a different length. On the screen, you can see some variants,
e.g. the small character “a” takes up 10 pixels, the capital letter “A” takes
up 12. The maximum length of any title is 600 pixels. This amounts to between 5-10 words or 50-70
symbols. According to a study by Orbitmedia, the optimal
length of a title is 55 symbols. You, therefore, need to write a title that
contains all relevant information, but that’s not too short; and not too long. The reason for this is that Google cuts long
titles short. However, short titles will not contain enough
information. Therefore, once again, control the length
of your meta-information by using Yoast. What it does is that while you are typing,
it highlights the field with either green for good or red for bad lines. Number 6. A Useful SEO Myth. I never thought that I would find an SEO myth
that might be useful, but this one is. Some SEOs believe the higher your CTR, the
higher your site’s ranking. The author of this theory is Rand Fishkin,
the co-founder of Moz. However, Gary Illyes from Google refuted this
myth on Reddit. But believe it or not – the most important
part is not your ranking, it’s your traffic. Imagine the scenario:- your relevant keyword
ranks at position five with traffic of 1,000 visitors a month. If you improve CTR to double your traffic
to 2,000 visitors, but your keyword has the same number five position, does your position,
in fact, matter? The point I’m trying to make is that positions
don’t sell your products and they don’t pay your bills. Your goal is traffic in order to get sales. The main problem with this myth is that some
SEOs, especially the ones who use black hat techniques, pay students and/or bots in various
‘creative’ ways in order to send irrelevant traffic to your website. Many studies have proven that this doesn’t
help your website to rank. Number 7. Writing a Compelling Description Your description explains your content. It details what your visitors will see on
your website and therefore increases your CTR. The description is code on your page that
is created specifically for search engines. The easiest way to write a description is
by using the admin panel of your website. However, many bloggers ignore this code. You shouldn’t. Then automatically Google chooses the text
on your page that is more related to searched keywords. Therefore, it’s better to write a compelling
description yourself, rather than leaving it to Google. The average length of a description is 160
symbols, but Google may display longer descriptions as well. Number 8. Using Structured Data Search crawlers or bots scan content differently
from humans. You see the visual part of content with your
eyes. However, search bots scan the actual code. Thereafter search systems rank your content. Google doesn’t display only the TOP-10 ranking
pages in their search results. There are many other elements such as featured
and rich snippets, knowledge boxes, videos and image carousels, to mention but a few. You can see what this content looks like on
Google. The way that Google understands this code
is by using structured data. Structured data was created in partnership
of Google, Bing, Yahoo and Yandex – with the sole purpose of understanding and organizing
online content. Imagine the scenario that you collect a lot
of information for your new article. Then you use this information to enable you
to write an article that is well-structured with logical chains. Search systems also need to understand your
data, which means the data of your content, in order to convey proper information to their
search results. According to Hubspot, structured data helps
you to increase your CTR by up to 30%. These are a few formats of vocabulary-structured
data: schema.org – the most popular and universal
format supported by Google, Bing, Yahoo and Yandex
dublincore.org xmlns.com These are grammar formats of structured data:
json-ld.org – Google recommends this format, wherein other grammar formats of structured
data are supported by Google, as well w3.org (Microdata)
w3.org (RDFa) When you or your web-developer set up structured
data to your site – check the correct validation by using Google Structured Testing Tool. Google created another free tool called Google
Structured Data Markup Helper that allows you to set up structured data, manually. I have added all these links to the description
below. Number 9. Use Google Analytics and Console After using 8 of my recommendations, your
final step is to analyze gathered results. The best tools to achieve this are Google
Analytics and Google Console. These tools provide analytical data and metrics
for your website. The average CTR for all the pages of your
website can be checked by Google Console on the “Performance” tab. By scrolling down, you will see the CTR for
all the searched keywords on your website. The results depend on your position, but you
can improve them by using the effective techniques that I have gathered for you in this video. The same results can also be checked on Google
analytics, by using Acquisition – Search Console – Queries. Example The title of this video is “9 Methods How
to Write Meta Tags (Title & Description) for Higher CTR in 2019”
It’s clear I have considered these effective techniques, but I’m unable to use all of
them. The reason for this is lack of length. I, in fact, needed to sacrifice less important
techniques in order to gain optimal CTR. Conclusion. That’s it for today. If you liked this video – subscribe to my
channel. Feel free to ask me any questions about this
topic in the comments section. I will reply to all of them. I’m also interested in which techniques
you will be using. Thanks for watching my video. See you next time. Cheers.


  • Николай Шмичков

    Are there any psychological differences in writing metadata for sites in the UK or US? I have experience in compiling meta for Russian-language sites. IMHO russians do not like uppercase letters in every word.

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