Write better titles and meta descriptions (ones that don’t get cut off).
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Page Title tips:
- Under 512 pixels in width, generally 55 to 60 characters
- Place keywords as close to the beginning as possible; the closer a word to the start of the tag, the more influence it exerts
- Make title tags readable
- If you include a brand in the title tags, place it at the end unless it is a well-known brand people seek out
- Make each title unique
- Avoid stuffing keywords
- Write in natural language, not jargon or computer categories
- If your title is too long, it will be truncated and replaced with an ellipsis (…)
Another recommendation, for inset page links, is that the title should form a complete message before Google cuts it off (make them shorter). Title tags that communicate a clear, coherent thought earn a higher click-through rate.
Check our SparkToro’s Google in 2020 article.
Meta description tips:
- Write compelling marketing copy
- Stay shorter than 130 characters
- Make the description unique on every page
- Remember that Meta descriptions are NOT a ranking factor, they are a marketing factor
- Forget quotation marks, they take up space
- Meta descriptions are not required, but they are helpful
- If your meta description is too long, it will be truncated and replaced with an ellipsis (…)
- Google may select alternate text to show in the description
- Include your page’s keyword-phrase to connect the dots
The Meta Description is not used as a ranking factor. Rather, it is meant to draw readers to your website from Search engine results pages (prompt searchers to click). People will accept/want natural language so forget the jargon and watch your click-through rate climb.
Check out more tips for writing great meta descriptions by our friends at MOZ here.