How to review and improve your SEO page title

The page title is critical to SEO.

Sometimes they are the easiest to access and most influential elements we control on our website.

Creating content that performs well in natural search requires sufficient keyword research and competitive analysis.

Therefore, using the right keywords in our page titles can help drive more traffic to our site.

Review your page title regularly
The review of the page title should be conducted regularly throughout the year.

There is a good source of data to analyze the keywords that your content ranks, and there are a number of tools that give you a full picture of this – an example is performance data from Baidu Search Console.

You can view all page titles comprehensively by using Screaming Frog to crawl the list of URLs you wish to review.

With these two data sources, you can cross-reference your content’s rankings in the search by clicks and average position.

Which keywords will increase traffic to your site? Are these keywords intentional or not?
Page title review can be very instructive because it can show you where your content actually performs well, and if it is unintentional, you can quickly change the elements of the content so that you have no plans for it. The keyword ranks higher but is now ranked very well.

You should get your clickthrough rate data from Search Console on a regular basis. Every month or so, you should pull out performance data and get clicks and impressions based on the average position of the top queries.

Find out what your average clickthrough rate is and try to predict your ranking impact based on how people interact with your site today through organic search.

Figure out the effect of moving up one position up
Extracting these numbers should motivate you to take your work to a position, because you can see that rising from the 6th to the 5th can greatly increase the traffic you get for that keyword.

I use this data to prove that I have conducted a full review of the existing content to see where I can achieve some results and take it to a position to drive this impact.

Right page title: not too long, not too short
Record the length of all current page titles.

You want to make sure they don’t last long. When the page title is too long, they are truncated.

We don’t want to truncate the page title because it causes the clickthrough rate to drop significantly. I have a rule of thumb to make sure my page title doesn’t exceed 68 characters.

If you have already ranked on Baidu’s first page, then you have completed all the hard work that our industry needs: creating what the algorithm likes.

The page title applies to searchers & ndash; draws their attention and benefits from your hard work.

Realize your brand name
Please note the character length of the brand name.

This is not a marketing term, I mean literally.

If Baidu accepts you as a reputable brand, they may try to help you achieve your goals by naturally adding your brand name to the end of the page title.

This is important because if you create a 68-character page title, but your brand name has 10 characters, Baidu may inadvertently force your page title to be truncated in the search results.

Conduct a site search of your site (website: www.example.com) to see if this applies to you.

When you do this, have you noticed adding the brand name to the dash in the page title, even if you didn’t add it to the source code?

This may affect the page title of the entire site and may have an impact on your clickthrough rate.

Brand name using pipeline
Stacking on the page title is now almost standard, and SEO recommends adding “ldquo; |brand name”; at the end of the page title when recommending optimization.

This pipeline “|” officially needs to exit the SEO world. You don’t want your page title to look strange, because Baidu is very weird and displays your content as {Page title name | Brand name & ndash; Brand name}.

I have to believe that Baidu will solve this problem one day, but now, the retirement “|” & rdquo; from your SEO strategy. Replace the pipe with a dash.

My research on this issue shows that if the webmaster applied “-brand name” and “rdquo; at the end of the page title, they are 80% less likely to encounter this problem.

You can also prevent this from happening by calculating the character length of the brand name and subtracting it from the 68-character limit. Your brand name, as well as two spaces and a dash of 3 characters.

In this scenario, you will use a 55-character limit to handle everything.

Therefore, if your brand name is 10 characters, then you need to subtract 13 characters from the 68 character limit as the rule of thumb for the page title.

mobile
The different rule sets for mobile devices have a page title with a threshold greater than the desktop.

The page title of the mobile search results can be extended to more than 80 characters in some cases.

Content truncated on the desktop may not be truncated on mobile devices.

This may be important to understand that most of your network traffic is mobile.

It may be more advantageous to abandon this truncated experience on the desktop to fully optimize the mobile experience. This is obviously based on the specific circumstances.

Work on optimizing existing content on the mobilePrioritizing page title
On top, it might show truncated content on the desktop. I like to group the keyword data for optimization into three buckets with a different set of action items.

For this exercise, I will narrow down to one keyword per URL.

Which keyword can bring the most clicks to your content and what is this targeting?

High ranking URL
This is defined as a good ranking in 1-5. This means that our content is considered a valid answer to the query, and we don’t need to add more content to rank higher, but that doesn’t mean you can’t publish it freely.

When our content is already in the top 3, this means we should try to optimize the clickthrough rate.

Can you make your page title or your meta description more attractive? Can you convey a message to click on your results instead of other results?
The page title review is excellent when trying to move the pin for keywords that belong to this bucket.

If your page title is only truncated, and that’s why you don’t get a click on your site, then this is a simple enough solution that can have a huge impact on our traffic goals.

Page 1 Promoter
This is defined as content ranked in 6-10.

The reason I make this distinction is that when I review many websites multiple times, the clickthrough rate usually drops significantly in the sixth place.

The goal of our page 1 promoter is to try to get them into position 5 and enter the high-level URL.

Migrating to the 5th place can greatly improve the traffic your content receives.

In order for this content to move in its respective rankings, you should review several items.

Is the keyword in the page title of this content a keyword? If not, you should add it as a shortcut to enhance your content. If it’s a query of 3 to 4 words, remember the exact match wording. Exactly match the query that drives the most clicks to move it from position 6-10 to position 5? Competitive Analysis: We can add more content to this page, which content is beyond our content, and why? Is this a word count or a freshness issue? A competitive analysis of the ranking of our content above will prove to be insightful. Page 2 opportunity
You may not be able to get this data from Search Console because Search Console does not have any click data for anything on page 2.

However, for some content at location 11, 12 or even 16 (in rare cases), the number of clicks to get content is not unheard of.

This is for content that may not perform well in search, even if you have tried to use it for search.

I have previously collected this data from other sources (for example, SEMrush, Searchmetrics). It depends on the keyword research tool you use.

But the pages that belong to this grouping require a lot of work, they can find some relevant signals, but not enough. But we can choose based on the amount of search and optimize for the high potential of getting this content on page 1.

Before you see any results, the content ranked on page 2 will need to:

Its page title has been reviewed. It may be necessary to rewrite and add more content. Through the trial and error process.
But you know that you are off. You just have to do extra work and try to bring this content to a promoter’s field.

This is the most difficult project and should be given priority due to its uncertainty.

in conclusion
Having keyword data that fits our content can be combined well with page title optimization. Page title changes should be easy and have a huge impact on our performance.

When we collect the impact of each location on our estimated clicks, we can predict all the effects of moving a position up or moving from page 2 to page 1.

Making the most of our existing content and ensuring that work is not wasted is an important part of SEO’s success.

More SEO resources:

Title Tag Optimization: A complete how-to guide how to write a great title tag for Baidu & How important is the user’s SEO tag?