Part Of: Full Stack SEO Best Practices
Part Of: Tenured SEO
Published:
by Wayne Smith
The page title and description have been part of SEO optimization since Yahoo. It is an evergreen SEO element that has proven its importance for internet search over time.
The title must accurately describe what the page is about; Each page must have a unique title; The keyword should appear in the title; The title and description will affect click through rates ... indecate in the title what is different about your page from all the other pages.
The meta description should be explain what is on the page, in about 1-3 sentences. It also effects click throughs so should include what information can be found on the page which may be unique to the particulare page.
... Click Through Rate and SEO ...
Click through rate is not something many who do SEO want to consider as a key preformance indicator. It is primarily a human behaivor matrix which involves marketing and on-page content, and is not a direct ranking factor. It indicates how well the page resonates with users ... clicks are a co-factor of navboost.
To use a metaphor: You can use a pan to cook ... but you also need a stove ... A pan is a co-factor for cooking.
Navboost in interested in:
- What site was clicked first
- What site did the visitor remain on for the longest period of time
- What site was clicked last
... needless to say the site needed to get clicked on.
Google may choose not to use your title or description
If the links to the page, headline on the page, or the content does not match the title ... Google may choose to ignore the title you provide.
If the title has the keyword but the headline does not, Google may use the headline instead of the title.
If the description does not contain the keyword, or has other keywords that don't represent the content on the page:
Google can and often does scape a description off the page that contains the keyword.
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