Title tags help search engines and readers understand the value offered by a webpage. This impacts search engine rankings better.
Users often confuse the page title with the primary header. The SEO title is displayed in the snippet on search engine results pages like Google (see image above). In contrast, site visitors first see the main heading or H1 upon entering the website.
In this case study, we’ll explore the importance of optimizing page titles by examining our client’s website.
What we found:
Our client’s website ranks at the bottom of pages 1 & 2 on SERP for a relevant and competitive Keyword in September 2023.
Upon checking, the page's meta title does not include the primary keyword it should be ranking. This discovery shows how important it is to optimize a page's meta title. Additionally, it’s best to include the keyword you want it to rank for in search results.
During our analysis, we made these two significant observations:
- Upon checking the ranking pages for the keyword on page 1 of SERP, they added the keyword to their meta title, unlike our client.
- Page 1 ranking pages had an optimized meta title. Plus, their unique title tag length is only 60 characters.
These findings emphasize the necessity of implementing similar strategies to enhance our client's competitiveness. Thus, learn how it boosts visibility on both users and search engines.
What we did:
To address the identified issues, we took actionable steps toward enhancing our client's website's performance. Specifically, we checked all pages ranking on page 1 of SERP for the keyword. Following this review, we applied what we observed to our client’s page.
The Steps We Took
- Suggested to the client that we can add the exact keyword to the meta title and rephrase it.
- We also suggested optimizing the meta titles of the page by limiting the characters to 55-60 only.
Indeed, after applying the necessary improvements based on the competitive analysis, the web page being worked on showed significant progress. This ultimately benefits both us and our clients alike.
What results we achieved:
To evaluate the outcome of our optimization measures, we used three tools specifically designed to analyze webpage titles:
Ahrefs
We checked Ahrefs and noticed an increase in ranking after we added the keyword to the meta title. The page is now ranking on page 1 of SERP for these keyword variations:
There is also an improvement in terms of traffic:
Google Search Console
This data from Google Search Console also shows the improvements.
Clicks:
Impressions:
CTR:
Google Analytics
Data for Google Analytics also shows improvements.
Sessions:
Conversions:
As you can see above, we achieved better results in different metrics with SEO title tag optimization.
Parting Thoughts
A page title, known as a meta title or title tag, is an HTML that specifies the title of a webpage. The page title should relate to the page's content and include relevant keywords for SEO purposes. A poorly written title tag impacts your rankings on the search engine results page rankings.
It’s your turn to optimize and improve your meta description and page title. But if you want to take it further, not just optimizing page titles, an SEO audit can be a valuable tool.
At SEOLeverage, we provide you with a detailed analysis of your site and recommendations for improvements. By following our recommendations, you can:
- Clearly understand the necessary steps to advance your SEO efforts
- Eliminate low-impact SEO tasks that waste valuable time
- Increase web traffic without ad spending increase
- Experience sustained growth in organic leads and sales
Our team brings diverse perspectives and expertise to every audit. Contact us today and learn how we can optimize your website.
