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Google SEO

How to Write Webpage Titles and Descriptions to Improve Google SEO Ranking

📅 January 12, 2020
👤 Lee
⏱️ Reading Time: 2 minutes
🔄 Last updated: January 12, 2020
Title and description are the two most important meta tags when we do website SEO optimization. Recently, several friends who consulted Naiba about Google SEO had foreign trade websites with titles and descriptions unsuitable for search engine optimization rankings. So, Naiba will explain to everyoneHow should website titles and descriptions be written to achieve better search engine rankings?。

Website Title and Description Example Analysis

Just talking about theoretical knowledge may not be easy for everyone to understand, so here we will first use practical examples to teach you how to determine which titles and descriptions are suitable for Google SEO ranking optimization.

First, let's analyze the website title

Taking the relatively popular product in the foreign trade industryled lightas an example, other corporate websites or websites selling products can refer to this.led light搜索结果At the time this article was published, when we searched for led light, in Google's rankings, apart from the subdirectories of those large websites,this superbrightleds site ranks the highest。
Title: LED Lights, Bulbs & LED Lighting Accessories | Website URL
Then, from the websites ranking dozens of pages away on Google, we pick one to look at its title and description. To avoid negative impact (maybe they don't care about SEO ranking and have other customer sources), we won't display all its content here. The screenshot is as follows:某网站的标题和描述截图It can be seen that this website's title is: HOME + website nameComparison of the two websites' titles:
  1. LED Lights, Bulbs & LED Lighting Accessories | Website Name
  2. Home | Website Name
The result is obvious. For the first one, you might see it when searching for LED lights, LED bulbs, or LED lighting accessories. For the second one, you might only find it on search engines when searching for "home" or the website name. Do you understand now? Many foreign trade enterprise websites directly write the company name or website name as the title. Unless you are a famous company like Google or Apple, writing the enterprise title directly as the website title makes it difficult to gain search engine traffic.So, is writing the product name in the title the best choice? NONONO!As a foreign trade website, if you are in the B2B business, just writing product keywords in the title is meaningless. The SEO competition is high, and the traffic is not precise. Your title should target the words in the image below.led light的相关搜索As a B2B merchant, wouldn't users searching for "led light company" or even "led light china" be more precise than those searching for "led light"? The conversion rate from 10 users entering your site via precise terms like "led light company" or "led light china" might be higher than from 1000 users entering via the broad keyword "led light".led light china搜索结果排名You can analyze the titles of these top-ranking websites yourself.

Next, let's look at the description part

The descriptions of the independent sites appearing in the search results for "led light" earlier and "led light china" above are as follows:
  1. LED lights, components and LED products including car bulbs, household bulb, light strips, accent lighting and more. All products are available for purchase online.
  2. Looking for a best LED light manufacturers in China? Wsledlight is a LED Light Supplier in China that offers all lighting products at best prices.
  3. Osleder Lighting is a leading LED lights manufacturer offering industrial and commercial lighting for tri-proof light, panel light, highbay light, floodlight, street light and solar street lights with wholesale price.
  4. Buy LED tube lights from top LED light manufacturers in China. Contact LED lights wholesalers and distributor in China for led products at best price
I believe those involved in foreign trade understand the meaning of this Chinese description, so Naiba won't translate it separately here. A good description can guide users to click on your website. Just like when people go to a lighting market, every shop sells LED lights. If your shop has a promotional slogan in front saying 'All items on sale today, including installation and a 10-year warranty,' wouldn't more users choose to enter your store to take a look?

Google's official recommendations for writing webpage titles and descriptions

The following is theoretical knowledge. Since we are doing Google SEO, we will directly quote Google's official recommendations regarding page titles and descriptions.

Create unique and accurate webpage titles

</code>The <title> tag tells users and search engines what the specific webpage is about.<code><title></code>The <title> tag should be placed within the <head> element of the HTML document.<code><head></code>You should create a unique title for each webpage on your site.<h3 class="content-heading"><span id="heading-6" class="toc-anchor">Create appropriate titles and snippets for display in search results</span></h3>In Google search results, your article's title and description will be displayed. The homepage title can list the name of the website/business and may include other important information, such as the business's physical location or main business/products.<span style="color: #ff00ff;"><strong><span class="green-text">Best Practices</span></strong></span> <strong>Accurately describe the webpage content.</strong>Choose a title that reads naturally and effectively conveys the topic of the webpage content.<span class="red-text"><strong>Practices to Avoid:</strong></span><ul><li>Choosing a title unrelated to the webpage content.</li><li>Use default or vague titles, such as „Untitled“ or „New Page 1“.</li></ul> <strong>Create a unique and specific title for each web page</strong>It is best for each page on the website to have a unique and specific title, which helps Google understand how that page differs from others on your site. If the website has a separate mobile version, also use appropriate titles for the mobile pages.<span class="red-text"><strong>Practices to Avoid:</strong></span><ul><li>Use a single title for all or a large number of pages on the website.</li></ul> <strong>Use short but accurately descriptive titles</strong>Titles should be short and informative. If a title is too long or considered less relevant, Google may only display part of it or automatically generate a title in search results. Google may also display different titles based on the user's query or the device used for the search.<span class="red-text" style="color: #ff00ff;"><strong>Practices to Avoid:</strong></span><ul><li>Use lengthy titles that are not practical for users.</li><li>Stuff unnecessary keywords in the title tag.</li></ul><h3 class="content-heading"><span id="heading-7" class="toc-anchor">Use the „description“ meta tag</span></h3>A web page's meta description tag allows Google and other search engines to understand the general content of the page. While a web page's title can be a few words or a phrase, the meta description tag can be one or two sentences or a short paragraph. Like the <code><title></code> tag, the meta description tag is also located in the <code><head></code> 元素中。 description也就是描述，通常我们都是借助SEO插件来实现为每篇文章单独书写描述，或者自动提取首段文字为描述。 （奶爸观点）正常网站运营中，很难有人做到每篇文章都手动书写description信息，你也可以默认留空，让Google自动生成合适的描述内容。<h4>说明元标记有哪些好处？</h4> 说明元标记（description）很重要，因为 Google 可能会将其用作您网页的摘要。请注意，我们说的是“可能”，因为 Google 也可能选择使用网页可见文本的相关部分（如果该部分能很好地匹配用户查询的话）。为每个网页添加说明元标记从来都是非常好的做法，以防 Google 找不到要在摘要中使用的恰当文字。 <span style="color: #ff00ff;"><strong><span class="green-text">Best Practices</span></strong></span> <strong>准确总结网页内容</strong> 如果您的说明元标记可在搜索结果中以摘要形式向用户显示，则请编写一份既能告知用户相关信息又能引起用户兴趣的说明。虽然说明元标记中的文本没有最少或最多字数限制，但建议您确保其长度足以完全显示在搜索结果中（请注意，用户可能会看到不同大小的摘要，具体取决于用户搜索时所用的方式和设备），并且包含用户确定该网页是否有用以及是否与其搜索内容相关所需的所有相关信息。 <span class="red-text"><strong>Practices to Avoid:</strong></span><ul><li>Write meta descriptions unrelated to the webpage content.</li><li>Use generic descriptions such as „This is a webpage“ or „A webpage about baseball cards“.</li><li>Fill the description using only keywords.</li><li>Copy and paste the entire document into the meta description.</li></ul> <strong>Use a unique description for each webpage.</strong>Using different meta descriptions for each webpage helps both users and Google, especially when a user's search might cause multiple pages from your domain to appear in the search results (for example, when searching using the site: operator).<code>site:</code>If your website has thousands or even millions of pages, manually creating meta descriptions may not be feasible. 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