Page titles and meta descriptions aren’t the most exciting SEO tactics to focus on.
However, truly optimized page titles and meta descriptions are rare.
Focusing on the small details of your SEO strategy can lead to real chances for big improvements.
Driving clicks in the age of AI and zero click searches: Why this matters
Search results have never been busier.
SERPs are now cluttered with AI Overviews, images, products, FAQs (People Also Ask) and many other search features.
Zero-click searches are also an SEO reality. Some reports suggest that around 60% of searches don’t generate a click.
With intense competition from ads also whittling further away at clicks, ranking alone is not enough – you need those clicks.
This is before we consider new AI-driven SEO and search engines. A tighter integration of AI is coming to Google soon!
Ranking is often not enough. You need to maximize clicks.
Page titles and meta descriptions may not be as exciting as AI. However, they are often more useful. They can make a real difference for you and your clients.
As with all SEO planning, a structured process makes everything easier.
To aid our agency work, we developed the ATOM approach to optimizing page titles and meta descriptions.
Page titles and meta descriptions: A recap
What is a page title?
A page title, also known as a title tag, is an HTML element that specifies the title of a webpage. It appears in three key places:
Search engine results pages (SERPs): The clickable headline for a result.
Browser tabs: The text that displays on the tab of your web browser.
Social media shares: Often used as the default headline when sharing a page on social media platforms.
Page titles are a primary factor in:
Search rankings: Search engines use them to understand the content of your page.
Click-through rates (CTR): A compelling, keyword-rich title can increase clicks.
User experience: A clear and relevant title helps users understand what to expect on your page.
What is a meta description?
A meta description is a short snippet – about 150-160 characters – that summarises a page’s content. It is specified in the page’s HTML and often displayed in SERPs beneath the page title.
While meta descriptions don’t directly influence rankings, they are critical for:
Improving CTR: A good description can encourage users to click on your result instead of others. This may help improve your rankings.
Communicating value: They give a brief summary of your page’s content. This helps users decide if it is relevant to their search.
In a world where Google AI and ChatGPT are reshaping SEO content marketing opportunities, meta descriptions can help get clicks.
Why focus on page titles and meta descriptions?
Both page titles and meta descriptions are the first impressions users get of your site on SERPs.
Despite being small (ATOMic) elements, they represent a chance to stand out from the crowd and can outsize your traffic and user engagement.
Getting these basics right can differentiate between an impression and a click.
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The ATOM approach to page titles and meta descriptions
Page titles and meta descriptions are a tiny yet important aspect of SEO. As such, they are often created using templates or automation, which nearly always leaves room for improvement.
The ATOM approach provides a structured way to approach this: