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Best Optimization Practices for Meta Title & Description

Google has defined a complete list of optimization techniques for title tags that may or may not impact your rankings. According to popular belief, there are several strategic ways to tailor your meta tags, which will eventually help churn out the best preview for your SERP rankings. You can also use a meta tag analyzer to see whether your title tags align with these standard practices.

Here's what Google says about meta tags:

And we always recommend writing your own meta tags, as auto-generated tags may not fully deliver the intended value of your pages. Let's find out how to write SEO friendly meta titles and descriptions to drive your pages to the top positions.

Define Page Content Clearly

Crafting the ideal meta copy is simple, but somewhat tricky. It doesn't need to have highly complex words and fancy connotations, but a simple explanation of the page that appears after the user clicks on the provided link in the title tag. To make things simpler, here are three standard practices for writing click-worthy meta tags:

• The content of each meta title and description should be unique to the page it leads to.
• Must clearly state the main purpose or topic of the page, allowing users to pre-assess whether it matches their intent or not.
• Begin or end with a call to action to capture readers' attention from the very first glance.

Stay Under The Character Limit

You don't want half the text of your meta title or description to be cut out from the Google SERP preview; therefore, it's best to follow the pre-defined character limit for meta title and description. Stay under the following word count cap to ensure no truncation in the final draft:

Write To Serve Dual Purpose

What we mean by dual purpose is that it should align both with the searcher's and the search engine's requirements. Your page title and description should be engaging enough for anyone scrolling through the SERP, as well as technically sound enough for search bots to identify it as relevant to a specific query.

Include the Primary Keyword

Imagine your searcher is looking for “link building service” on Google. Their click decision is highly reliant on the first impression of your page, which evidently is delivered via your meta title and description. Now, if your title and description contain the seed keyword in the first line, they are 80% more likely to click than if they didn't.

Since it is highly recommended to use the primary keyword in your meta tags, we recommend using a title tag optimization tool with the feature to check for keyword optimization.

In case your page targets two focus key phrases or words, it's best to insert them in two separate sentences within the meta description.

Add CTA

The use of trigger words and emotional signals is a pro technique when working on meta tags. It helps immediately catch the user's attention and convince them to choose your page over a ton of other listings. Here is a simple tip to create a perfect CTA in your meta tags.

Research SERP Trends

Before using any SEO title tag preview tool, it's recommended to do your own research to find the most relevant keywords in your niche. Run a competitor analysis to spot key phrases and CTAs they are using in their meta tags. You may also get value through SERP features like “People Also Ask,” the Featured Snippets section, and AI overviews.