The first thing searchers see after entering keyword phrases in their favorite search engine is a long list of title tags. These title tags can make or break your site’s ability to compel a searcher to click on your page.
Title tags not only help with ranking a page higher on search engines, but when combined with incentives and benefits, can produce a much higher click-through rate as well. A higher click-through rate means more visitors to your site, as much as 20% when using these techniques.
We all know that the keyword or keyword phrase should be written in the beginning of the Title tag, in most cases, the service name is best.
Location is often used by searchers to ensure they are receiving relevant results. We have all searched for products or services only to find a completely different city or state’s results appear, so we have been trained to use geographical location as well.
There are many different types of geographical location, including city, state, zip code, neighborhood name, borough (New York has many), ward # and many more.
In our examples, we will stick with city name, but everyone interested in gaining excellent organic traffic should use the geographical location used in your area. In Chicago, for example, neighborhood name is often used (Lincoln Park, Bucktown, Wrigleyville) and in New York, boroughs like Manhattan or Queens are very common.
If you are located in Phoenix, for example, customers will usually enter:
[Service] + [Geographical Location]
- Accountants in Phoenix
- Attorneys in Phoenix
- Hair Salon in Phoenix
- Electrician in Phoenix
- Auto Repair in Phoenix
One of the strategies we use here is to name every type of service and have a completely separate page for each service. We call it a subservice.
Accounting, for example, could have the following type of service:
- Corporate Accounting
- Personal Accounting
Within each of these type of services, there are specific services within each one.
For example, corporate accounting could include:
- Small business accounting
- Non-profit accounting
- Payroll and sales tax returns
- Corporate audits
Personal accounting may include:
- Income Tax Planning
- IRS Audits
- Estate Planning
- Retirement Planning
On each page, we like to see a minimum of [Services] + [Geographical Location]
- Small Business Accounting Services in Phoenix
- Non-profit Accounting Service in Phoenix
- Corporate Audit Accounting in Phoenix
This begins to match both the searchers keywords but also the intention of the searcher. The closer you can come to the specific intent of the searcher, the more likely your site will appear on Google’s first page and the coveted top 3 results.
Next, we have incentives and benefits included in a title tag.
Incentives compel a person to click on the search result. Incentives include Savings, Discounts, Ratings, Reviews, Social Proof and more.
When you combine [Service] + [Geographical Location] + [Incentive], you increase your chances of ranking higher and compelling a searcher to click on YOUR listing.
- Women’s Cut & Color in Seattle 25% Off
- Carpet Installation Newark, NJ – 3 Rooms Save 15% Today
- Emergency Plumbing 24 Hrs 1st Time Customer 25% Off
- Stump Removal Tree Services w/ Free Sod Replacement
- Divorce Attorney in Miami, Florida – Free Consultation
The Next Addition to our strategy can easily be adding benefits of your services.
A benefit can be something as simple as letting searchers know they can save money or time, or in some way gain something that compels them to click on your listing.[Benefit] [Service] [GeoLocation] [Incentive]
- Save on Computer & Networking Services in Phoenix Up to 25% Off
- Save with Human Resources Consulting in Akron & Free Consultation
You can see that when you create a comprehensive and strategic plan to improve your title tags, you can easily compel searchers to differentiate your search listings from your online competition.
The best part about playing with title tags is that you can see results almost immediately after Google includes your new title tags into the listings. You can have fun with experimentation to find out what combination of and order best works for your business.
Please feel free to contact us for more information about how updating your site’s structure could help improve your online ranking and click-through rate. We love working with new customers and helping our current customers improve their site to gain more customers, callers, and subscribers.