08.04.2020
5mn

Title tag and Meta description, What do you need to know?

How to optimize your Title Tag and Meta Description? What are the stakes? Discover in this article the conditions to follow to optimize them perfectly!

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In fact it is definitely... THE MOST IMPORTANT THING!

Indeed, the title tag and meta description are among the main criteria used by the famous Google algorithm to position your pages.

So what are the rules to follow to perfectly optimize these tags? What are the errors to avoid? How to succeed in seducing both Google robots and your visitors? Discover all the keys to perfectly set up your title and meta description tags in this post.

Title tag: What are the rules for optimization?

It is important to note that the title tag has a double stake for the referencing of your pages. Indeed, it must meet the requirements set by Google's rules and the expectations of users on the request they have typed.

GOOGLE RELEVANCE

Here are Google's main rules for optimizing your title tags. These allow Google robots to better understand your pages and therefore the query on which you want to position yourself!

  • Insert the main keyword in the title tag of your page.
  • Preferably place the key phrase at the beginning of the title.
  • Work on the lexical field of the subject dealt with in the page.
  • Do not repeat the query several times (risk of over-optimization)
  • Do not use a similar title on another page of the site.
  • Favor a good syntax rather than a list of keywords.

*We recommend not to exceed 60 characters for the title tag at the risk of being cut by an ellipsis on the search results overview and losing relevance in the eyes of Google.

USER EXPERIENCE

Here are a few tips to seduce Internet users and increase your chances that one user will click on your result rather than another when discovering the search results present on the search engine.

  • Put yourself in the shoes of the person doing the research.
  • Identify the needs and issues of the query.

Break... You've done the hard part! Now that you know perfectly well what the user is expecting to find as a result of his search, answer his request in a clear, neat and attractive way!

  • Highlight the key argument related to your goals.
  • Incorporate punctuation to bring your title to life.
  • Feel free to insert commercial data.

For example, on a request such as "cheap furniture", highlighting a reduction of -60% can be eye-catching. Here is what an attractive title on the request could be:

  • Cheap furniture: Get 60% off on all products!

How to optimize a meta description?

Contrary to the title tag, the meta description has the simple and unique goal of seducing your users because it is no longer part of Google's positioning criteria. So we talk about an indirect ranking effect because if you offer a nice user experience to your visitors, then Google will take this factor to better position you.

USER EXPERIENCE

The meta description is longer than the title tag, so use it to flesh out and argue your ideas even more. Always keep in mind what the user is looking for and don't make a classic treatment of the word itself.

*We recommend for the meta description not to exceed 150 characters at the risk of being cut by three suspension points and losing relevance in the eyes of Google.

Finally, let's go to the end of the example on the optimization of the keyword "cheap furniture" mentioned above. Here is what a respectable meta description could sound like:

  • Are you looking for a cheap quality piece of furniture? Find the best brands on the market at unbeatable prices (-60%) without further delay!
overview title & meta description

A few tips to go further!

To go further and erase your doubts or to be certain of your choices, nothing is better than a keyword audit to refine your understanding of a query. Indeed, using the example treated in this post, it would be wise to analyze the lexical field and the associated queries.

  • Perform related searches with Google's keyword generator
  • Analyze the sites well positioned in Google's results (first 2 pages)
  • Use semantic tools to immerse yourself in the lexical field
  • Do not hesitate to brainstorm with others to confront your ideas.

Sometimes our understanding of a query is not in line with reality and it is important to use powerful SEO tools to refine the keyword issues.

Conclusion

Google will always position the site that best answers the question that the user asks himself when making his search and this starts with a perfect optimization of its metadata (Title and Meta description).

It is therefore necessary to find what is behind the queries, beyond the simple definition of the term typed. If you have managed to clearly meet Google's technical criteria while offering content that users like, then you will have a good chance to position yourself well.

Finally, this reflection must be at the root of all your SEO strategy because the content of your site will also have to meet these imperatives. Indeed, the content of the landing page must be fully adapted to the first information transmitted to your users through your title and meta description tags, at the risk of disappointing your visitors and thus negatively impacting your positioning.