Title tags, meta descriptions, landing page


Edin Ibrišimović

Digital Marketing Expert

Title tags and meta descriptions are critical SEO elements, guiding users to relevant content; mismatched links lead to high bounce rates and lower rankings.

These are very important SEO factors. If we take that the title tags and meta descriptions are the first to be seen in searches, we will understand their importance.

These are the first guidelines by which Internet users get an insight into your offers. If they attract enough attention and interest the searcher, it is expected that this result will be clicked. However, if you link the same result to a page that does not have enough relevant content or some totally diffrent content, you will make a counterfeit. The page that links results from Google is called “Landing page”.

Title tags and meta descriptions are the parts of your results on Google that need to link to a website with the content that you have specified and described, the so-called Landing page. It is very important that the keywords you use in the title tags and meta descriptions really represent what is on the Landing page to which they are linked. Otherwise, you will have a great bounce rate, which will adversely affect your position on the Google search engine.

Title tags

For example if in the search results we find the title “Opening a company in Austria” with the description of this service then this result should lead to the Landing page that deals with this topic (see Figure 1). Conversely, if this result takes the user to your sub-page describing “legal counseling” or to the home page from which the user must further search for the text that he wanted to see, it is very easy for the user to leave your site before reading the content about opening a company in Austria that you have prepared.

Landing page

Landing page

The page to which the user comes from the search result is called Landing Page and is one of the inevitable elements in the course of keeping the Internet users from Google results through your website until the desired action is completed, or until you achieve the goal you have set yourself. If you set yout goal as in customers purchasing a product or completing a contact form, in this case, the complete concept should be so designed that the user finds your title tag and the description target that interest him. Then the user clicks on and comes to Landing Page whose contents guide them in a simple and interesting way until the desired action is performed, in this case, the completion of the contact form and the consultation request.

Title tag

The title tag can have a maximum of 600 pixels, which corresponds to a text length of some 65 characters. So you have no room to talk stories, but in a few words you need to summarize the basics of your offer. Therefore, in the title tag, include the most important keywords that best describe your offer. For offers that are done locally, it is also good to indicate the location.

Avoid repeating words in headlines. Use different titles for each page. If, for example, for your law office all your subpages on the web are called “JURIDICAL Law Office” only, users will not be able to differentiate between searches for the different services you have on offer, because all results from your website will have the same address.

Previously explore the keywords that are being searched, if there are synonymous, insert those that are more often searched, and of course be original and creative to attract the attention of the user.

Meta description

Term Meta description is often used, and this way we inform users about the exact content of each sub-page on your website. The meta description does not count towards direct ranking factors, but its content often determines whether someone will click your result on Google or not. It is therefore often mentioned within the ranking factors.

It is possible to enter about 300 characters in the meta description. And here you are quite limited with the scope of the text, and for this reason it is important to make it compact and clear. Usually, when searching, we read the meta description before clicking on the search result. Make sure you create an interesting meta description and use it as a call to users to click on the search result and come to your website. This increases the number of clicks.

In addition to information for users, meta descriptions should be optimized for search engines, so it is desirable to include keywords in the meta description text.

Same as the title tags it is important to use different meta descriptions for different pages.

Use the Google Search Console to control the title tags and metadata description .