How to be a qualified title party?

From the principle of search engine, title has always been one of the most critical ranking factors, which was and is now.

Especially for the pages that have been ranked by keywords, the "title" displayed in the search results has a great influence on the click rate of users, which further affects the ranking of search engines.

Baidu official said this:

"When users enter a query in Baidu Mobile Search to search your page, the title will be displayed as the most important content in the search results. A clear and eye-catching title allows users to know for the first time whether the theme of your page meets his needs, and then choose you from many search results more quickly. "

The black hat optimization method "Baidu Quick Pai" is actually to improve the keyword ranking by simulating the search and click behavior of normal people.

If you can write high-quality titles that users like to click on, the ranking improvement is almost certain (provided that the content is not too bad).

Everyone may know that "the higher the keywords in the title, the higher the weight, and the easier it is to get the ranking". Do you have any title optimization techniques?

Sharing several writing methods of title tags that are beneficial to SEO may be helpful for keyword search ranking and increasing traffic.

Numbers appear in the title

This kind of example is very common, such as the title: "I have 10 workplace experience, worth10 million, but it's free today" and "Earn 10 thousand a day, the business of entrepreneurs".

There is also a famous advertisement for fragrant and fluttering milk tea, which says: "More than 700 million cups are sold a year, and the cups can be connected and circled around the earth twice. National sales have been leading for six consecutive years. "

Why are people so sensitive to numbers?

Daniel Kahneman, the Nobel Prize winner, once mentioned in Thinking Fast and Slow that the human brain can be divided into 1 system and 2 systems.

System 1 is automatic, and system 2 needs more attention.

The brain only accounts for 2% of the body weight, but the oxygen consumption accounts for 25%.

In the long process of human evolution, in order to survive, it is impossible for the brain to operate at full capacity all the time. So it is gradually divided into two "CPU": one is fast, low energy consumption and inaccurate, and the other is slow, accurate and high energy consumption.

Many times, we rely on the instinctive direct response of the system 1, which pursues concrete and outstanding things, and the numbers just conform to this tendency.

Therefore, we can get a higher click rate of search results by adding a "number" tag to the title.

Date in the title

Many search behaviors are influenced by time factors. Generally, the newer things, the higher the click rate of users.

Everyone likes to watch the latest news. No one reads information from a few years ago every day, right?

Key words such as "Today" and "Latest" will basically appear in product titles related to price quotation in agriculture, precious metals and other fields.

Another example is the title of car home's home page:

Auto Quotes 20 17 Latest Auto Quotes Daquan Auto Price Inquiry car home

20 17 Latest Automobile Quotation Summary

Next year, the title should automatically become "20 18 Latest Car Market".

For products that emphasize timeliness or products with large price fluctuations, it is necessary to add time labels to the titles, such as "Today", "This Year" and "Latest".

Reasonable control of title length

I don't know if you have noticed that in Baidu's search results, if the title is too long, there will be "?" Ellipsis, as shown in the second result below.

How long should the title not be intercepted and omitted?

Although Baidu officially suggested that the PC page title should not exceed 65 bytes, in fact, the test result is 63 bytes, which is 3 1.5 Chinese characters (one Chinese character =2 bytes). If favicon appears, the title length needs to be reduced to 665,438+0 bytes (30.5 Chinese characters).

For the sake of safety, the information title should not exceed 30 Chinese characters, so that the title will not be truncated and omitted.

What effect will it have if it exceeds this length?

On the one hand, title interception will affect the meaning of your previous title and the user experience. On the other hand, search engines have little effect on the content after 65 bytes, and have side effects on the ranking of short and medium words.

What's the shortest time?

3 bytes, that is, 1.5 Chinese characters. If it is less than this length, the normal title will not be displayed, but the URL mode title will be displayed.

What is the URL pattern title?

Some friends engaged in SEO industry, through the analysis and research of a large number of Baidu search results, draw the following conclusions:

Baidu search result titles are roughly divided into the following categories:

F2= xxxxxx68 website F2 = xxxx6a slogan F2 = xxxx6b page title F2 = xxxx6e page header title F2= xxxxxx6F page header title-page title (headline-title) F2 = xxxxea anchor text) F2= xxxxxxEB anchor text-page title (anchor text -title).

As shown in the following code, the common search results are generally: "F2= xxxxxx6B" pattern.

What is a reasonable title length?

Too long (above 63 bytes) and too short (below 3 bytes) are not good for PC-side pages.

I suggest that PC titles should be kept between 7 and 30 Chinese characters.

For mobile pages, Baidu Search Engine Optimization Guide 2.0 suggests not exceeding 17 Chinese characters as much as possible, and I suggest 7~ 17 Chinese characters.

There is a shopping website called Esty abroad. They did an experiment last year. After shortening the title to the recommended range of Google SERP, the page search ranking has been greatly improved.

What is phrase matching?

When the search words of netizens completely contain your keywords (including synonyms) and your keywords are inserted or inverted, the system may automatically display your promotion results.

When writing a title, you need to look for related words, synonyms and long tail words, and insert them into the title properly and naturally.

Baidu bottom related search words, Baidu bidding background keyword tools, Jinhua keywords, and other tools can get a large number of related words and long tail words, and choose the right words according to your own needs.

Words calling for action appear in the title.

General extension tools don't give call words, but these words do help users click on the title.

For example, the common call words are: download, search, watch, study, visit, make a phone call, send a text message, buy, find and so on.

Especially with the addition of words such as "free", "real-time" and "immediate", users' desire to click will be stronger.

For example, I often download a lot of e-books unconsciously, thinking that I may need them in the future, but I won't read them at all.

Interrogative questions in the topic

This is a common title routine for media people, such as the title: "What has been deleted from Japanese history textbooks?" "How to raise salary by 5000 a month? 》

There is also a psychological basis behind this, that is, "the need for cognitive closure."

Cognitive closure needs people to have a strong motivation to find certainty, give answers, further collect information or conduct more in-depth analysis and thinking on information.

Interrogative questions will artificially create a "knowledge gap" and tell what you may not know. For the sake of cognitive closure, your desire to click will be strengthened.

Source: seo chapter