Their Roles In SEO

The title and description meta tags play an essential role in acquiring organic traffic. They are a vital ingredient of any SEO strategy and provide one of the highest return on investment of your for time.

title and description meta tag example

The above image shows where the title and description set in a web page is displayed in search result. These are defined as following:

  <head>
    ...
    <title>Great Fresh Tomato Recipes</title>
    <meta name="description" content="Celebrate summer with...">
    ...
  </head>

Best Practices

For titles:

 1. Users are quickly scanning search results to find a response to their queries - One needs to catch their attention and provoke a call for action. It must trigger an emotional reaction making them click on your link or having them read your description to know more about your page.
 2. A title answers the 'What is specific about this page?' question - It must be written primarily for users, not for search engines.
 3. Optimize the title to be concise and to the point - Not more than 55 to 60 characters (for display purposes). Avoid using all caps words and stop words. Avoid repeating the same word.
 4. A title must be easy to read and look natural - It is similar to a newspaper headline.
 5. A title must always be relevant and related to the content of the page - Don't be deceptive.
 6. If you want to use keywords in the title, make sure they appear at the beginning of the sentence - However, never stuff your title with keywords.
 7. If you want to use a brand name, put it at the end of the title - If a title is too small, search engines may add your domain name to it.
 8. Each page of your website should have a distinctive title - There should be no duplicates.
 9. If you page is geographically relevant, add a location - For example: 'Indian restaurant in Houston, Texas'.

For descriptions:

 1. Contrary to titles, descriptions are not taken into account for ranking - Therefore, they should be written exclusively for users.
 2. If a user reads a description, it is because you have caught their attention - However, you still need to convince them to read your page.
 3. don't repeat the content of the title in description - Provide more information about your page. Use synonyms if necessary. Each page should have its own unique description. Don't be obsessed with keywords here.
 4. Ideally, a description should answer any of the following questions: 'What will I find in this page? Does it answer my question? Does it provide a solution to my issue?'
 5. A description should not be longer than 155 characters - About the size of a tweet or it will be truncated.

Search engines may decide to create their own titles or descriptions when these are missing or are not best suited to queries.

What is the Role Of <h1> in SEO?

The <h1> tag is an influencial factor when it comes to ranking:

 1. It should tell what the pagesis all about and be different than the title itself.
 2. It must be consistent with the content of the page.
 3. SEO-wise, it is more important than the content. This is where target keywords should be set.
 4. There should be one (and only one) <h1> tag per page. It should be visible and located to the top (or close to the top) of the page.