Tag
And

or internal pages

And

2. Include your brand in the title of the pages.

Use your site's name or brand at the beginning or end of the title tag on every page to help users understand where they will go and increase return rates. Some search engine users skim down the search results to find a trusted brand.

Option 1: Search Engine Optimization
Option 2: Search Engine Optimization - Wikipedia
Option 3: Optimization.ru: Search engine optimization and website promotion

3. Use different titles on different pages.

The title tag must be unique on each page, and it must also be unique throughout the search results. To uniqueize the tag within your site, use the names of articles, sections, categories, and so on. If any article is divided into pages, then add text at the end of the title Page 2 of 10 or just Page 2. To make page titles unique throughout search index It is convenient to use the brand name in the title. Identical headings can cause duplicate content to appear and, accordingly, some pages to end up in “additional search results”.

4. The title must contain keywords.

The keys should fall into the title naturally; search engines will assign the greatest weight to these words of all those found in the text. Therefore, when optimizing a page for a certain key phrase, it is worth, first of all, including it in the title. Internal links to a specific page most often contain its title in the anchor, just as with natural external links, people put the title of the page in the anchor, so if this tag does not contain keywords, then you lose a great opportunity to cost-free make the page more relevant to a certain key phrase and promote your site a little higher in the search results for it.

5. Don't include too many keywords in the title.

It is necessary to add keys to this tag, but you should know when to stop and find the line between SEO optimization and usability. When adding keys to a title, make sure that it remains readable. You should not put more than 2-3 key phrases in the page title; first of all, leave the title readable and understandable for users. If you have a large number of keywords, create several pages on the site, each of which will be dedicated to 1-2 keywords, this way you will shorten the headings and increase conversion.

Examples of long and short headings:

Download music in mp3 format: dance, club, electronic, download clips of new songs - music portal Muz.ru

MP3collection.ru >> Dance music, electronic club music

6. Don't use safe words in your title.

Search engines do not take into account stop words - those that appear in texts so often that they cannot be meaningful for the search. As a rule, these are pronouns, prepositions and particles. Search engines usually ignore stop words, even if they appear in the query text.

Among the Russian-language stop words we can highlight the following: O, And, or, To, I, Not, to etc. Among English speakers it is a, about, an, as, are, but, be, or, and, for and others.

7. Each word should not be repeated more than twice.

It’s better to combine words, insert derivative words, etc., and focus more on users. When a word appears in a title more than twice, the title becomes long, unreadable and spammy from the point of view of search engines. For example, this header:

Nokia 3410 – phone, case for Nokia 3410, case Nokia 3410 battery for Nokia 3410

not at all usable, its redundancy resembles spam, which strives to remind search engines what the page is about. It is better to use this type in this case:

Nokia 3410 phone – case, housing, battery, accessories

8. Don't use page titles that are too long.

Limit on the number of characters counted in the title tag for google is 70 signs so that the name in the sickle fits into one line. IN Yandex is taken into account in the title no more 15 words, but no more is displayed 80 characters. If your title is more than the maximum value, the search engine will automatically truncate it (google will add an ellipsis at the end).

9. Keep the title length to no more than 8 words.

It is quite difficult to fit more than 8 words into 70-80 characters, however, some still make the title too long. For Google it is eight, for Yandex it is 16. Remember that users, when linking to your pages, do not like to change the title by inserting it into the anchor of the link. By focusing only on Yandex and making the title more than 8 words, you lose in Google.

10. Place the most significant keys at the beginning of the title.

Thus, even with a long title, you will be sure that the keys will be included in the anchor of internal and external links and will influence link ranking. If you like long titles, then put the brand at the end, not at the beginning of the tag. Pay attention to how different companies and services make headlines. For example, Wikipedia:

Wikipedia - the free encyclopedia

however, for the inner page:

Federal constitutional law - Wikipedia

11. Use patterns.

A pattern is a template. If you need to place multiple keywords in the title tag, or use multiple modifiers, then use templates like this:

[mod1 keyword] + [mod2 keyword] = [mod1 keyword mod2]

For example, Find a job at home + Work from home via the Internet = Find a job at home via the Internet.

Templates can be different, here are some of them:

KW1, KW2, KW3
KW1, KW2 and KW3
KW1 | KW2 | KW3

However, it is worth remembering that with long keywords you may not fit into the required header length restrictions.

12. Don't use special characters.

Search engines support a number of special characters that you can place in the title tag. These are the following symbols (not the entire list):

In search results, special characters look something like this:

Previously, other special characters were also supported, which are currently simply ignored. Unsupported characters include ASCII characters and the following HTML entities.

Good day, dear readers. Despite the fact that I often talk about the title tag in my articles as the most important thing in internal website optimization, I haven’t gotten around to dedicating an entire article to it.

The reason for this is simple, because. I run my blog on the Blogger platform, the title is automatically generated from the title of the article, so I devoted many articles to titles in the h1 tag, and at the same time I was unreasonably silent about HTML tag title.

As I already said, the title tag is the most important tag, not only from the point of view of optimization and search engine promotion, but also from the user side. But let's start in order.

Title in English means heading, so title in an HTML document is the title of the page. And this is the most important meaning of this tag. Remember, in the article I already said that absolutely any HTML document has a certain structure:

Here is the page title in tags

Technical information about the document

Here is the main content of the site, articles that have headings in tags:

Title of the site or article

site content

So the Title tag is the title of the HTML document/page. It can be said that it refers to technical information about the document. This information is hidden from the eyes of users directly on the site, but all browsers and search engines use it.

How do browsers use Title?

If you look at the top left corner of your browser, you will see information about the page you are currently on. If you look at a browser tab and move your mouse over it, you will also see information about the page. For example, I took my article about SEO titles:

Everything I've highlighted in yellow in the image is the information contained inside the Title tag.

How do search engines use Title?

For search engines, the Title tag is also of great importance. This is the first information a search engine receives about the content of a page. After all, we remember that the title is located almost at the very beginning of the document, and all search robots index pages from top to bottom.

Because this is the very first information you receive search robot about our page, we should try to indicate in the title tag the most important, most accurate definition of further content.

But that's not all. The search engine also uses the contents of the title tag in search results. When a user asks a search engine a query, the latter provides a response in the form of links with descriptions to resources that answer the user’s query.

If we look at the page of the found site, we will see a different header:

Those. The search engine shows us the information contained in the title tag, while the title of the article in the h tag may be completely different.

Now the fun begins. Because The page title is used in search results; it is an indicator, both for search engines and for users, of the usefulness and quality of the resource found.

What does indicator mean? If the title is uninformative, then when viewing the search results, the user may not click on the link and go to your site. In the opposite situation, if the title is overloaded with unnecessary information, then the user may also not want to go to your site. It follows that the title should contain very precise information that responds to the user’s request.

I won’t say that the example is perfect, and all SEO is based on nuances and it’s impossible to say anything with 100% confidence, but let’s try to figure it out (clickable image):

So, I highlighted the more attractive links in red, respectively the title. From the first words I can judge that the site sells what I need and I am more likely to click on these links first. Although, of course, I cannot say that these titles are ideal, because... still overloaded with information that is unnecessary for me. The same goes for links highlighted in blue. Why do I need an article or, for example, the brand may not be important to me at all. The presence of such information disperses my attention and can also serve as an obstacle to progress on this request.

I highlighted the most unattractive title in gray; it is longer than it should be, so it was cut off by the search engine in the results. Due to the large number of words, which are essentially a list of everything possible, the title looks very unattractive. I can't immediately determine whether they are selling exactly what I need.

Having considered these examples, we can draw conclusions about what the title should actually be in order to serve as a faithful assistant in promotion, be attractive to users, encourage them to click on the link, and also carry the most important information.

How to effectively use title for promotion

It is clear that the title must contain keywords, but it is important to ensure that the keywords are as close to the beginning as possible or even so that the title begins with the keywords. This will not only improve the click-through rate of the link, but will also make it easier to promote queries.

You can use the same keyword twice in the title. For example:

HTML title tag - effectively use the page title title.

In the example, the title keyword appears twice.

The title should not be a set of keywords, but should be a meaningful phrase.

It is very important to avoid punctuation marks inside the title that are placed at the end of the sentence. The fact is that search engines take into account passages in the text.

A passage is a complete thought. Those. Each of our sentences is a passage. All words that are inside a sentence are taken into account by the search engine as a single whole. As soon as we put a period, we separate the previous words from the next ones.

Therefore, it is very important not to separate your key phrases punctuation marks that indicate the end of a sentence - period (.), question mark (?), exclamation mark (!). Let's compare two headers:

HTML title tag - effectively use the page title title

HTML title tag. Effectively use the page title title.

In the first case, for example, my article can be found by phrases:

• html page title
• page title tag

In the second version, such key phrases will no longer work. There is a period between words, separating one passage from another.

It is worth paying close attention to the length of the title; not everything is simple here either.

Firstly, despite the fact that it is recommended to keep it within 80 characters, when calculating the title directly in the search results, the maximum length is slightly more than 60 characters. It is likely that the search engine takes into account 80 characters in the title, but always cuts off the long title in the results. It’s also worth considering that a cropped title looks less attractive than an uncropped one.

Secondly, it is worth considering the density of the title. The more words it contains, the more the title’s significance is distributed across all the words that are in it. Accordingly, the fewer words, the more weight they acquire in the eyes of the search engine.

Therefore, try to create concise, reflective, but striking headings. This will not only improve your rankings in search engines, but will also increase your click-through rate.

It follows from this that it is worth optimizing the page for one or two related queries so that the title has maximum weight.

In this regard, the title structure

|page title|

preferable to

|Page title|Site name|.

For a long time I used the title structure from the second option, but now my title contains only the page title/article title.

By following these simple rules, you can promote more effectively and attract more visitors from search engines.

P.S. Someone might think, what does the bread have to do with it in the picture? Bread is the head of everything, title is as important in website building and SEO as bread is in our lives :).

Its filling and other important components of these processes. Today I would like to touch on a topic that is of particular importance for the successful promotion of your Internet resource.

I’ll tell you what a page title is, what this attribute does for promoting a web project in various search engines, and I’ll share my own experience in its correct design.

What is a title and what is it for?

Title (page title of an Internet resource) is a special tag located at the beginning html code inside the structure and having the following form:

.... ....

.... ....

Along with elements such as descriptions ( brief description page content) and keywords (keywords), the title is one of the cornerstones of the successful promotion of any site. There are at least three reasons that require special attention to the issue of its optimization:

1. When distributed on social networks, the title of the site is displayed.
2. The search results display the title of the article, its URL and description.
3. Analysis of page titles allows Google and Yandex to determine their place in search results.

Yandex and Google rules for titles

In the query results, Yandex returns only 80 characters from the title. If your title consists of more than 80 characters or is longer than 15 words, then “extra” words will not be displayed.

In a Google search, no more than 12 words or 70 characters will be displayed.

Also, don't put every keyword you can think of into it. Search engines will consider this behavior as overspam and lower the article in the search results.

Use only the main keyword and dilute it with additional text (for example, after the “:” or “-” sign).

Important ! The main key query will tell search engines what keyword the article is intended for, and additional words are designed to attract the attention of readers.

Keywords

You've probably noticed that keywords are always in bold. This allows you to attract the user's attention, since he can immediately see the phrases he needs from the search query he made.

This, in turn, has a positive impact on the position of your pages in search engines if this user goes to your page, bypassing others

In this case, it is important to correctly fill out the “descriptions” field. Remember about spam. I believe that the key to success is not to use key words as often as possible, but to hook the reader with some intrigue in the first sentence.

Titles of pages on social networks

When a social network user shares your page, a snippet is automatically generated. Most users prefer not to change the original headers (although this is quite possible). What does it mean?

And the fact that the title can be visible to your friends. If they are interested in the information posted on the published page (which they will know from the title), then they will definitely go to your resource to familiarize themselves with the material in more detail.

Who should you write titles for - for people or for people?

Definitely, you should write for people, but be sure to take into account the specifics of the work of search engines.

Rules for creating a good title

Now I want to tell you how to write titles that will appeal to both visitors and Google search engines and Yandex:

• Absolutely all titles on the resource must be unique. Duplication will have a very negative impact on promotion.
• Title should consist of a maximum of 12 words, and its length should not exceed 70 characters for Google (15 words and 80 characters for Yandex). Fill it out clearly and compactly.
• The title must contain a main key phrase, which should be placed closer to the beginning.
• Titles should be easy to read and attract the reader's interest. Don't focus on SEO optimization alone. The title is the first thing that appears to a potential visitor in the search engine, so you must do everything possible to ensure that this first meeting does not become the last.

Should you include the brand name in the title?

Experts have differing opinions regarding this issue. Personally, I think that you should only include your brand name in the title if it is popular enough. Seeing the name of an advertised company, the user will probably want to follow the link.

If you are developing your personal blog, then it is better to exclude. Although this is at your discretion. Personally, I don’t want a construction like “|Abdullin Ruslan’s blog” to be added next to each title of my articles in the search. I think this is unnecessary.

Title optimization

So that you can see how everything written above looks in reality, I will give you the following example.

Let's say you created a page with the title " Genuine leather jackets retail and wholesale| Price of jackets| Sale of jackets Russia| Sewing a jacket from genuine leather to order».

It consists of 24 words and its length is 123 characters. This title is not composed correctly. And it’s not just the number of characters, but also the overspam of keywords. Now I’ll tell you how to make the title succinct and presentable.

To solve this problem, you need to create a title that contains the semantic components of all the key words. That is correct option should look something like this: " Genuine leather jackets in Russia: tailoring, retail and wholesale».

Thus, the entire text fits into 70 characters and 12 words, which are perfectly perceived by both search robots and humans. The main keyword is used at the very beginning, there are additional words that help reveal the whole essence.

That's it! I think I have covered the topic quite fully. You can check the correctness and effectiveness of the methods I described above in practice.

Share this article on social networks, let your friends, if any of them are webmasters and owners of web resources, also be convinced of the effectiveness of the correct use of titles. Don't forget to subscribe to blog updates, see you!

Sincerely! Abdullin Ruslan

title(title) is the most important tag for internal optimization of the html code of pages. Search engines attach great importance to the text contained in the title, so you should use this factor as effectively as possible.

Syntax:

Physically, the content of the title tag is the title of the page, which is displayed in the topmost field of the browser. Also, title content is displayed in search engine results based on user requests (these are the names of links in search results). Therefore, the title of the page should reflect its essence as succinctly as possible and must contain keywords. Contents for each page title must be unique.

Search engines may not take into account all the words contained in the page title, but only a certain number of the first words (the rest may simply be cut off). These indicators vary from search engine to search engine, and may simply change over time as the algorithm adjusts, so it is highly recommended to place keywords and phrases at the beginning of the title.

It is advisable to include the most important keywords in the first ten words (and 80 characters). In any case, the closer to the beginning, the better.

There is an opinion that it is better to avoid using stop words in the title (and, about, or, I, to, before, not, etc.), since search engines ignore them anyway.

Quote from Yandex help:

"In any language, there are words that occur much more often than others. Words that occur too often to be meaningful for a search are called stop words. Typically, these are pronouns, prepositions and particles. Search engines usually ignore stop words, even if they appear in the request text."

Statistics of requests (or rather impressions) from Yandex fully reflect this rule:

Today, the statistics results for these queries are identical and look like this:

However, search results for the same queries differ quite significantly. According to the first request of the site, the site is now not in the TOP 10 at all, but according to the second - it is in first place:

It is unknown which query is most often typed in Yandex. Search engines produce results that are most relevant to the query, taking into account the “stop words”, although they do not display the number of queries with “stop words” in their statistics.

This screenshot, by the way, is good food for thought. Here is a small analysis of page code optimization performed on it.

If possible, try not to use "stop characters) in title": () - = / \ ! | + _!}
Or, to put it more correctly, try to place keywords in title before the stop characters rather than after them, as it is believed that search engines may give less weight to words in title, appearing after the stop characters. Although this assumption may be classified as a myth.

It is not advisable to use the same word in the same case and mood several times unless absolutely necessary.

The title must contain meaningful text. Simply listing keywords and phrases can cause sanctions from search engines. In addition, meaningless link text in search results is not at all conducive to getting people to click on it.

The presence of key queries in the title greatly facilitates the subsequent promotion of the site. There is no more significant tag for search engines. And if, without much damage to SEO, you can ignore the use of a keywords meta tag or highlight tags on a page, for example, then the title tag should never be ignored if you hope to bring your site to the TOP for competitive queries.

Articles on the topic.

Browser window title Title is one of the most important elements of page SEO optimization. What is Title and what should I write in it? What should its length be? Rules and examples of writing a good Title.

What is Title?

The Title tag is the title of the browser window and one of the most important elements of page SEO optimization. The Title title is the title of the search snippet by default, and not only the relevance of the document will depend on the quality of its composition search queries, but also the CTR (click-through rate) of the snippet. In each browser tab you can see the Title of a specific page.

Along with a correctly composed Title, it can attract the attention of users who are thinking about which tab in the search results they should open. A poorly written Title may not reveal the content of the page, and then the user will go to your competitors.

The snippet title, unlike the meta description, is displayed in a larger font and is highlighted in blue in both Yandex and Google. Title is the main link in attracting user attention, which is why so much attention is paid to its optimization.

What is the difference between title and h1?

It has similar features to title, however, these are two completely different tags. The H1 header is displayed directly on the page, reflects its general content for users and summarizes all the semantics of the document into a single keyword. Title, in turn, is the title of the browser window; it is not displayed directly on the page, and is a source of information for search engines, which, based on the content of this tag, partly get an idea of ​​​​the relevance of the page to certain queries. If the user sees h1 after going to the site, then he sees the title before.

Unlike the h1 title header:

• It must be original, be of interest to users, and increase the CTR of the snippet;
• May include additional keywords.

What title and H1 have in common is that both tags must contain common keywords. These tags can be the same for categories and navigation sections of the site, this will help search engines correctly generate quick links to the site. In other cases, you need to focus on your goals: you can make the title and h1 unique to expand the semantics of the document, or leave them the same if the document meets only a specific key query.

Title Tag Syntax

Title is a paired tag (not to be confused with the title attribute) and is located within the tag with other service and meta information. The tag itself has no attributes and only contains text information, which is displayed in a browser tab and does not appear on the page directly. The HTML code of the document looks like this:

To look at the title and description of someone else's site, follow these steps:

What is the title for?

Title is one of the most important tags of any page. It performs the following functions:

• Is of semantic importance to search engines. Along with meta tags, title transmits information about the content of a web page to search engines. Title is one of the . Filling it out correctly can increase the relevance of your document for the key queries for which you are optimizing this document. Filling out the title incorrectly will most likely have a negative impact on your site’s performance in searches.
• By default, this is the title of the page in search results.. Title, first of all, informs visitors about the content of the page they are about to go to. If you, before the user goes to the site, tell him that the web page contains relevant information that matches his request, with a high degree of probability he will visit your site. Title also greatly affects the CTR of the snippet. The more attractive and clickable the title you create, the higher your click-through rate will be.
• Makes it easier for users to navigate the browser. Title, as mentioned earlier, is displayed in browser tabs, and allows the user to navigate among the many open tabs. Also, the default title is the name of the bookmarks in the browser. If the user decides to save your site as a bookmark, the title will automatically be substituted in its title.
• By default, this is the title of the post when sharing on social networks.. If you share a link to your website on any social network, it will automatically generate a block with information about this page. The title of this block is taken from the title tag. If you are actively using social networks, make sure that the title of your pages is presentable and conveys to readers not a bunch of words, but an attractive semantic message about the content of the page.

What to write in the title?

Let's take a closer look at what needs to be written in the title to get to the TOP, what are the main mistakes when writing a page title, as well as specific examples from search results.

How to optimize the page title?

The optimal length of the page title title is 50-70 characters. If the title exceeds the specified length, it will be cut off by search engines. Therefore, in the process of composing the title, imagine how it will be displayed in the search engines from which you plan to attract traffic, whether its meaning will be violated, whether it will be informative if it does not fit into a limited range of characters. The maximum displayed title in Yandex is up to 60 characters(usually no more than 55), Google up to 70 characters(usually no more than 65). However, search engines can cut off the title at 45 or even 40 characters if they consider the subsequent content to be inconsistent or not relevant to the query. More often, this situation occurs when punctuation marks and stop words are used in the page title: conjunctions, commas, colons, dashes, etc.

The maximum size of a displayed title is determined not so much by the number of characters as by the limitation on the width of snippet blocks. In Yandex, the maximum block width is 536 pixels, in Google it is 600 pixels. Accordingly, the number of characters is primarily affected by the width of the characters themselves, the number of Latin letters, the number of spaces and capital letters. For example, many more “i” characters will fit into a block of the same width than “I”.

Title should be a short, meaningful and understandable page title that matches its content. Try to place the keyword as close to the beginning of the tag as possible. Firstly, you will thereby increase the relevance of snippets in the eyes of users. Secondly, Yandex, for example, highlights key queries in the snippet in bold. The presence of bold text in a snippet can seriously increase its CTR. Place less significant words at the end of the title tag.

10 title writing mistakes

1. Title too long. A title that is too long is a bad practice and will negatively impact your site's search performance. First, you risk compromising the semantic integrity of the page title after search engines cut it off. Secondly, the CTR of snippets may decrease. Thirdly, search engines use technology for dynamically generating snippets, and therefore any sense of using as many words as possible in your title is lost.
2. Title too short. Don't make page titles of 1-3 words unless they are navigation sections. Using minimal words in your title reduces the variety of queries your page can answer.
3. Repeated words. You should not use the same keywords to “strengthen” the title. This way, you only risk earning sanctions from search engines. Also, do not duplicate Russian and English words that have the same meaning, for example, “title” and “title”. Search engines have long learned to recognize and take them into account.
4. Unwanted characters. Try to avoid excessive punctuation in your page titles. Try to use the following characters as little as possible (, . / = ! ? * :< > | + _).
5. Request not matched. The title should reflect the content of the page. Don't try to fool users and search engines. You will not be able to drive traffic for queries that are not relevant to the content of the landing page.
6. Reoptimization. There is no need to list queries separated by commas in the title. Consider whether users will understand the content on your page. In addition, excessive use of keywords in tags and page text is perceived by search engines as spam, which is subject to sanctions.
7. Language discrepancy. Fill out the title in the same language as the content of your page. The use of foreign or allegorical phrases may negatively affect the presentation of your website pages in search results.
8. Not using keywords. The title not only can, but should contain the main high-frequency keyword that is most relevant to the content of the page. The absence of keywords in the title is a negative ranking factor for the site.
9. Semantic garbage. Try not to use phrases like “Welcome to our site”, “Welcome” in the title of the page.
10. Duplicate title. There is no need to duplicate the title on different pages of your site, this will make it difficult for the search engine to determine the relevance of pages to common key queries. You should also not duplicate or copy the title from your competitors. Search engines try to make the results as diverse and representative as possible, so the same content is unlikely to receive high rankings. Again, common sense should not be forgotten; in certain niches, pages can only answer one specific key query, which is already used by other sites in the title. In this case, there is nothing criminal in duplicating the title.

Examples: good title vs bad title

Let's look at some examples of good and bad titles.

Example #1. Request "buy women's jeans"

A good example of a title is from the Lamoda online store. The keyword is located at the beginning of the title, the minimum price is displayed in the title, which makes it more noticeable. Using price also allows you to understand the target audience price range products of interest. The trimmed title does not violate the semantic meaning.

The page is optimized for 2 high-frequency key queries: jeans and trousers. For such broad keywords, you need to create 2 separate landing pages. The length of the page title is 125 characters. The title lists keywords separated by commas - an obvious over-optimization; the snippet title is cut off at 39 characters. The main keyword is not at the beginning of the title.

Example #2. Request "water delivery to home in Moscow"

Short and clear page title. Occupies maximum space in the snippet title. The keyword is located at the beginning of the tag. To uniqueize the title, the name of the company is indicated, which also contains the keyword “Water”; this made the title stand out significantly among its competitors.

The snippet contains an automatic title, since the title tag contains blatant spam. Listing keywords separated by commas is an obvious over-optimization. Such tag content will never become a snippet title.

Title: about complex things in simple words

Let's look at more complex issues that may arise when filling out the title and analyzing search snippets.

Title and HTML5

With widespread support for HTML5, it has become possible to use emoji in meta tags and website titles. How does this affect SEO? The question remains open. There is no objective data that can give an unambiguous answer to this question yet. On the one hand, the use of special characters can significantly increase the CTR of a snippet, on the other hand, there is no understanding of how the search robot perceives special characters.

Several examples of using icons in title and description:

Website bonprix.ru. Request "buy women's jeans"

Website charmante.ru. Request "buy a women's swimsuit in an online store"

Website consowear.ru. Request "buy down jacket WL170501"

All 3 sites for the presented key queries are in the TOP 10 of Yandex search results. IN Google situation much worse - none of the sites are presented on the 1st search page, with the exception of the 3rd vital query. However, Google does not display icons in snippets at all. Could this mean that HTML5-supported icons cannot harm the site’s presentation in the Yandex search engine, but at the same time negatively affect the site’s presentation in Google? Probably, much more data is needed to be able to draw any conclusions. And, in principle, assessing the quality of search results based on one single factor is, to put it mildly, wrong. Share your opinion on this issue in the comments.

You can use special symbols without any fear for vital needs. For example, on product pages, as shown in example 3. In other cases, carefully monitor traffic, page positions and snippet CTR.

Does the title always end up in the snippet?

Title can be used to form the title of a snippet, but this does not always happen. Firstly, the search engine can independently generate a snippet title based on the text data that is present on the page. This happens most often when the titlte contains blatant spam - this is not our case.

However, even a correctly composed title may not make it into the headline. Example:

Why is this happening? Firstly, the search robot itself determines the relevance of the title based on the main keyword, and can use, for example, h1 as in the presented example. A similar situation can occur with other text elements on the page. The technology for dynamically generating snippets has long been widely used. She allows search engine present different titles and descriptions for different search queries for the same web documents.

The snippet title can also include, for example, a second-level heading h2. This is why the correct structuring of an article with a logical distribution of keywords is so important today, and the excessive use of keywords in the title is meaningless.

For example, when searching for “name day on September 7th” in Yandex, we see in the search results a site with the following snippet title:

When you change the query to “Men’s name day on September 7,” the snippet title for the same page changes to “Men’s name day on September 7” - this text is the second-level heading in the page content. For 2 different requests, Yandex dynamically generated 2 different headlines and snippet descriptions for us on the same page.

Ideally, when optimizing a landing page, you should work through all possible queries that may come to you from a search. The most frequent of them should be included in the title and h1. The least frequent ones should be used in the document structure with appropriate heading markup.

Where are the optimization frameworks?

How do you know when to include a key query in the structure of an article, and when to create a separate document? How to determine the number of keywords that can be used in the title? It is impossible to give a clear answer to these questions. First of all, you should focus on the logic, semantic component of the page and the tasks that users set for themselves when they get to your page.

Each page must solve these problems, and it is impossible to do this in all areas at the same time. If you take the commercial request “buy sneakers,” then it is logical that users will be interested in the product range, but if you take the request “sneakers size chart,” then the availability of products on the landing page fades into the background. One request is commercial, the second is informational. People set different goals for themselves: in the first case, purchasing a product, in the second, determining required size. These goals cannot be fit on one page, both from the point of view of content structuring and from the point of view of SEO optimization. It is logical that you need to create separate pages for these keywords.

If you have doubts about combining content to optimize it for different user requests, refer to the search results, and it will give you a clear answer. It will be enough to look at the first page of the search engine and the content that search engines consider relevant. If you find the same pages in a given topic for different queries, then optimizing the page for them is possible. If among the results for the first request you do not find a single site in the results of the second request, then it is not worth optimizing the page for different keywords.

As for keywords, the structure of headings that can participate in the formation of dynamic snippets should be logical and consistent. You shouldn’t put keywords in headlines for the sake of keywords, especially when it comes to low-frequency keywords. For low-frequency queries, it is often not necessary to have the entire query text on the page for the site to be in the TOP. For h2-h6, use the most frequent words that can serve as semantic headings for your page. If there is no semantic unity, then you cannot use them; you will only violate the relevance of the document and spoil user factors.

Is it possible to change the title after indexing?

After the page is in search results and has managed to accumulate data on user and other ranking factors, it is necessary to evaluate its positions and the traffic attracted. If the page is in the TOP and attracts a lot of traffic, there is no need to make changes. If the page does not receive the right place in the search results, then changes need to be made!

However, you need to remember that low page rankings for a specific key query can be not only the result of an incorrect title or description. There are hundreds of other factors that affect search results, and your changes to specific tags may ultimately lead to nothing.