5 Tips For Writing Great Page Titles For Your Online Store
There is nothing more important to your store’s on-page SEO strategy than the page titles you use. A bad page title will destroy the chances of a great page ranking well; a great page title will improve the likelihood of a mediocre page doing better!
Because page titles are so important to your store, your business, and your livelihood, I’ve listed my top 5 tips for writing a great page title. Read them, apply them to your SEO strategy, and watch your rankings improve.
Recommended reading: What is SEO?
1. Length is crucial
The length of your page titles is crucial. You need to use every bit of space available to you so that you can get the maximum benefit from your title. However, if your title is too long then it would be shown in full, as Google will cut the excess text.
The ideal length is between 50-70 characters, or 466px and 469px (this depends on the browser used). This includes spaces and any punctuation so be economical where you can – my tip is that if you can abbreviate or replace a word then do, so “and” becomes “&”.
If want to be sure that your page title isn’t too long then use SEOmofo’s Serp Snippet Optimization tool – the image below shows how it works:
2. Use the right structure
Before you write anything, map out a structure for your page title. Your page title order will have a big impact on how well optimised they’ll be.
A good page title structure for an online store could be as below:
Buy + primary keywords + secondary keywords and further description + brand
Using the example of UK fitness apparel and accessories brand, Gymshark, we’ll see how their page title works in practice on their page for Men’s Gym Hoodies And Jackets.
Using the SEO tool, SEOquake, we can see that Gymshark’s page follows some of the rules for structuring for a page title:
They have not gone for the keyword ‘Buy’, but they are using a good range of other keywords and including the brand name as well. Gymshark’s website was created using the online store builder, Shopify, that includes a character count in its page titles so that you can make sure your get both your format and length right as you go and add in new pages — handy for a busy ecommerce store manager.
Make sure you get the length and format of your page titles spot on and keep testing them so that you can squeeze maximum value out of your page title real estate.
3. Use the right keywords
Keywords are an essential part of a great page title because you want search engines to rank your page for the right ones…
The format outlined above gives you a strong demonstration of how to use keywords correctly in your page titles. Now let’s look at the difference between primary and secondary keywords.
- Primary keywords – What are the main things you want to rank for
- Secondary keywords – What words will your target audience be using in their searches to help find your products or services
If you’re not sure how to carry out good keyword research then I recommend you use a keyword tool like Wordtracker, or find a good video resource to guide you through the process. Below you’ll find an excellent video that explains how to do keyword research:
4. But don’t cram in excess keywords
Going too far with keywords means your great page titles will quickly become garbage.
The reason for this is that search engines check to see if you are using words naturally, not in an overly-targeted (spammy) way. This is because Google wants to give its users the best result for them, not the page that used the most keywords.
This is a rule that also runs true for the content on your online store. You should try and keep your keyword density below 1.0% for any given word you use — any more and you risk being over-optimised. If you want to check your keyword density I recommend using Word Count Tools.
Top tip: write good quality copy that adds value to the user — don’t get too hung up on the idea of just using keywords.
5. Write page titles for your target audience
While Google, Bing, Yahoo, and their peers should factored in when writing your page titles, every tip I’ve given you so far is underpinned by one rule: write page titles for your audience.
Your title tag isn’t just the first thing that Google sees when it crawls your page, it’s also the first thing that your target audience see when they get to see the results of their search enquiry. Your page title is their first interaction with your page — possibly with your brand.
This means that your page title needs to be clear, positive, persuasive, and precise. Most of all, though, it needs to make sense and sound human. The most valuable tip that I can give you for writing a great page title is that if it looks jarring and synthetic to you then it will turn off your target audience too.
Your page title is the most important features of on-page optimisation. If you get it wrong, then all the great content on your page could be for nothing.
By following my 5 tips for writing great page titles for your store you can make sure you have the best chance of ranking well. Combine this with a well-written meta description and you’ll increase the chances of your customers clicking-through to your pages and buying from your store.
Patrick Foster is a writer and ecommerce expert from Ecommerce Tips — an industry-leading ecommerce blog dedicated to sharing business and entrepreneurial insights from the sector. I love to talk about SEO, marketing, and web design. Have a look on my blog and you’ll find an article that’s perfect for you. Check out the latest news on Twitter @myecommercetips.
is a writer and ecommerce expert from Ecommerce Tips — an industry-leading ecommerce blog dedicated to sharing business and entrepreneurial insights from the sector. I love to talk about SEO, marketing, and web design. Have a look on my blog and you’ll find an article that’s perfect for you. Check out the latest news on Twitter @myecommercetips.
By Jeff Guest on Saturday, October 13th, 2018