how to write the perfect title tag to increase you with timestamps YoutubeScribe.com

[0:00] Your title tag is the main thing standing
between Google SERPs and your website.
[0:03] And if you can't get people to click through,
then you can't get any website traffic.
[0:07] So today, we're going to be talking about
crafting the perfect title tag to increase
[0:11] your click-through rate that will lead to
more traffic and maybe...
[0:15] Just maybe... higher Google rankings.
[0:17] Stay tuned.
[0:18] [music]
[0:22] What's up SEOs?
[0:23] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research
[0:27] your competitors and dominate your niche.
[0:29] Now, today is all about title tags.
[0:31] And it may not sound like the most exciting
topic, but if there's one skill that you can
[0:36] master in SEO copywriting, then the title
tag would be somewhere way up there.
[0:40] So let's get to it.
[0:41] So what is a title tag?
[0:43] A title tag is HTML markup that specifies
the title of a web page.
[0:47] And the two most common places that you'll see
it is in Google search engine results pages
[0:51] and in your browser tab.
[0:52] Your title tag is important because it influences
your click-through rate in Google search results.
[0:57] And for quite some time, SEOs have hypothesized
that higher click-through rates can increase
[1:02] your rankings.
[1:03] And it makes sense why a lot of people share this
belief.
[1:06] For example, let's assume that there are 10
results for a search query and 100% of the
[1:11] clicks go to result #5.
[1:13] And if everyone is clicking on the same result,
then that may tell Google that the page serves
[1:17] search intent the best, right?
[1:19] So why not rank that page higher up?
[1:22] Now, whether you believe this theory or not,
it's always a good idea to optimize for click-through
[1:26] rates because more clicks equals more traffic.
[1:29] And more traffic equals more customers, which
is why our goal is to increase your click-through rate.
[1:35] Now, to create this tutorial in as systematic
of a way as possible, let's set a few general guidelines.
[1:40] First, we want to create something that's
click-worthy and not clickbait.
[1:43] And this goes beyond the user's happiness.
[1:45] Creating clickbait headlines is going to do
you more harm than good because of something
[1:49] called pogo-sticking.
[1:50] This is when a user clicks a result in Google SERP and then immediately goes back to the
[1:54] search results page.
[1:55] We don't know exactly how big this behavioral
metric may be, but logically speaking, it
[2:00] tells us that search intent likely wasn't
met.
[2:03] Instead, the title should descriptively reflect
what the page is about.
[2:06] Second guideline.
[2:07] Try and keep your title within 50-60 characters.
[2:10] Now, Google SERPs actually work in pixels,
but this length should help you avoid truncation
[2:14] in the search results pages.
[2:16] And you can use a SERP preview tool like this
one from Portent or Yoast SEO plugin if
[2:21] you use WordPress.
[2:22] The third guideline is to either write in
sentence case or title case.
[2:25] So, sentence case would have a capital letter
on the first word, and title case is when
[2:29] the first letter of each word is capitalized.
[2:31] Now, I have never seen a Top 10 ranking page
with a title tag with all caps like this:
[2:37] HOW TO MAKE A WEBSITE: THE ULTIMATE GUIDE
Alright, now that the general stuff is out
[2:41] of the way, let's get into Keyword Optimization.
[2:44] Pages don't rank for just a single keyword.
[2:46] They actually rank for hundreds or even thousands
of other long-tail variations.
[2:51] In our study on 3 million random search queries,
we found that the average #1 ranking page
[2:55] will also rank in the Top 10 for nearly 1,000
other relevant keywords.
[3:00] So rather than focusing on a singular keyword, we can actually target other long-tail phrases
[3:04] within the broader topic without keyword stuffing.
[3:07] And this can be done by using modifier keywords.
[3:10] A modifier keyword is an add-on to a base
keyword.
[3:13] So for example, if you wanted to rank for
"best headphones," then you could add "the"
[3:17] before the phrase, or add the current year
to the end.
[3:20] Or both.
[3:20] So let's get into a simple keyword research
process.
[3:23] First, we need to identify the head term or
parent topic of our target keyword.
[3:27] So I'll go to Ahrefs Keywords Explorer tool
and type in "which headphones should I buy."
[3:32] Next, I'll scroll down to the top 10 SERPs
where I'll be looking for a couple of things.
[3:36] First, I'm going to scan through the "Top
Keyword" column to see what our "head term"
[3:40] should be.
[3:41] And you'll see that the first two results
are actually ranking for "best headphones,"
[3:44] which tells us that we can target this phrase
and still rank for our original query "which
[3:48] headphones should I buy."
[3:49] So I'll click through to "best headphones,"
which will show us the metrics for our new
[3:53] keyword target.
[3:54] Scrolling back down to the SERPs, we can analyze
the types of pages that are ranking for our
[3:58] target keyword.
[3:58] And you can see that the majority of them
look like blog posts that are all current
[4:02] guides and mostly follow the list-style post.
[4:04] Next, let's go to the "Phrase Match" report
and find some long-tail variations for this topic.
[4:08] Since there are nearly 13,000 keywords, we'll
want to narrow down this list to relevant
[4:13] modifier keywords.
[4:15] So let's use the "Include" search box and search
for common add-ons like "the," "buy," "for,"
[4:20] and the current year, separated by commas.
[4:22] Next, I'll set the dropdown to "Any," which
will show us keywords that include any of
[4:26] these keywords in a list.
[4:28] Now you can see a few great ideas like using
2018, or taking a niche angle like "for running,"
[4:34] "for gaming," and so on.
[4:35] Before you decide to choose any of these,
it's vital that you assess search intent by
[4:39] looking at the SERP overview for the individual
keywords.
[4:42] For example, clicking on the SERP button for "best headphones 2018" will show that "best
[4:46] headphones" is still the top keyword for the
majority of the search results.
[4:50] But if we click on the SERP overview for "best
headphones for running," you'll see that
[4:54] this is a more specific topic in itself that
would likely require a different post.
[4:59] Finally, "the best headphones" will show that
the parent keyword again is "best headphones,"
[5:04] for most results, which would qualify the keyword
as a good long-tail variation and modifier
[5:09] keyword to use.
[5:10] Boom. So now we know that we can target these 3 keywords all within the same title without
[5:15] overdoing it since they flow naturally together.
[5:18] So the base of our title might be "The Best
Headphones 2018."
[5:22] Now, this title isn't exactly "click-worthy,"
so let's put our heads together and take this
[5:26] title one step further.
[5:28] Start by asking yourself:
What makes my content unique?
[5:32] A few qualities to consider would be depth,
quantity, speed, freshness, and brand.
[5:37] And it's important that you choose your qualities
thoughtfully because it can define the angle
[5:41] you take when creating your content.
[5:43] For example, if it's an intimidating or lengthy
task, then you might use a title like: "How
[5:48] to Make a Bookshelf From Scratch in Under
15 Minutes."
[5:51] But if it's complicated, then we can change this
part to "Step-By-Step Guide."
[5:55] If it requires freshness, then use the current
month or year, like we did in our "Best Headphones
[6:00] 2018" example.
[6:01] Finally is brand.
[6:02] And brands can bring instant recognition and trust.
[6:05] So for example, "17 Best Headphones from Bose,
Sennheiser, and More" might be attractive.
[6:10] Now looking through the top 10 Google rankings
for our example keyword "best headphones,"
[6:15] you can see that freshness is a common quality
that these articles share.
[6:18] So we'll take the freshness angle and sprinkle
in a bit of depth.
[6:21] Again, our base title was "The Best Headphones
2018."
[6:25] So I'll change this to 27 Of The Best Headphones
in 2018 (Reviewed and Rated).
[6:30] Another way to approach this is to tackle
a pain point within your title.
[6:34] So we could change this to "27 Of The Best
Headphones in 2018 That Won't Break the Bank,"
[6:40] since price tends to be a common pain point
when shopping for high-end tech.
[6:44] You can also use power words to bring life
to the topic like "27 Of The Best Headphones
[6:49] With Hair Raising Sound," or "Mind-Blowing"
or "Flawless", or whatever power word best describes
[6:54] your content.
[6:55] Okay great!
[6:56] By now, you should know how to create a mind-blowing
and hair-raising title.
[7:00] But here's the thing:
your title tag isn't really going to impact
[7:03] CTR from an SEO perspective until you reach
the top 10.
[7:07] And that's because most people don't click
to page 2 of Google search results.
[7:11] So rather than rehashing other tutorials we
already have on ranking on page one of Google,
[7:16] I want to show you how and what you should
do to optimize for CTR once you are on the
[7:21] first page of Google.
[7:22] The first thing is to log in to your Google
search console and go to the Performance Report.
[7:27] Next, click on Average CTR and Position, which
will change the columns view for the data below.
[7:32] Now, we'll want to narrow in on queries that
rank high enough and should be producing clicks.
[7:36] So I'll set a position filter and set the
drop-down here to "Smaller than."
[7:41] And for value, I prefer to analyze pages that
rank in the top 5 positions to get a better
[7:45] picture of low CTR queries.
[7:48] Next, I'll sort by CTR in ascending order.
[7:51] Now, what I'm looking for here are keywords
that get a decent number of impressions, are
[7:55] not producing many clicks, and the keyword
is a match or a close variant to our pages'
[8:00] keyword target.
[8:01] The one that stands out to me is this one
for the keyword "internet marketing strategies."
[8:06] It's had a good number of impressions, but
attracts less than 1% of clicks, despite being
[8:11] in a top 3 ranking position.
[8:13] And the reason why this one stands out so
much is because this is the exact query that
[8:17] we were targeting in our article.
[8:19] So this would be an article that I'd want
to look at in greater detail.
[8:22] And by greater detail, that would involve
assessing whether we're meeting the search
[8:25] intent, which we can do by looking at the
top 10 SERP.
[8:28] I would also look at the search volume trends and clicks data, which you can see using Keywords
[8:33] Explorer tool.
[8:34] And if everything looks fine, then I'd go
ahead and try another title to attract more
[8:38] clicks, while accurately describing what the
article is about.
[8:41] Now, an important takeaway here is that marginal
increases in your click-through rate can result
[8:46] in massive gains.
[8:47] So for example, taking this page from sub
1% to just 2%, which is still below average,
[8:53] would more than double the traffic to this
page from that single keyword alone.
[8:57] So if you want one actionable takeaway to
get more organic traffic, then go to your
[9:02] Google Search Console, run through this process,
and you may be able to find some low-hanging
[9:07] traffic opportunities right away.
[9:09] Now, if you found this video helpful, then
make sure to like, share and subscribe for
[9:13] more actionable SEO and marketing tutorials.
[9:16] And if you have an awesome tip that you'd
like to share on titles or increasing CTR,
[9:21] then leave a comment below and I'd love to
hear from you.
[9:24] So keep grinding away and I'll see you in
the next tutorial.

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