How to write perfect title tag for CTR

 Your title tag is the main thing standingbetween Google SERPs and your website. And if you can't get people to click through,then you can't get any website traffic. So today, we're going to be talking aboutcrafting the perfect title tag to increase your click-through rate that will lead tomore traffic and maybe... Just maybe... higher Google rankings. Stay tuned. [music] What's up SEOs? Sam Oh here with Ahrefs, the SEO tool thathelps you grow your search traffic, research your competitors and dominate your niche. Now, today is all about title tags. And it may not sound like the most excitingtopic, but if there's one skill that you can master in SEO copywriting, then the titletag would be somewhere way up there. So let's get to it. So what is a title tag? 

A title tag is HTML markup that specifiesthe title of a web page. And the two most common places that you'll seeit is in Google search engine results pages and in your browser tab. Your title tag is important because it influencesyour click-through rate in Google search results. And for quite some time, SEOs have hypothesizedthat higher click-through rates can increase your rankings. And it makes sense why a lot of people share thisbelief. For example, let's assume that there are 10results for a search query and 100% of the clicks go to result #5. And if everyone is clicking on the same result,then that may tell Google that the page serves search intent the best, right? So why not rank that page higher up? Now, whether you believe this theory or not,it's always a good idea to optimize for click-through rates because more clicks equals more traffic. 

And more traffic equals more customers, whichis why our goal is to increase your click-through rate. Now, to create this tutorial in as systematicof a way as possible, let's set a few general guidelines. First, we want to create something that'sclick-worthy and not clickbait. And this goes beyond the user's happiness. Creating clickbait headlines is going to doyou more harm than good because of something called pogo-sticking. This is when a user clicks a result in Google SERP and then immediately goes back to the search results page. We don't know exactly how big this behavioralmetric may be, but logically speaking, it tells us that search intent likely wasn'tmet. Instead, the title should descriptively reflectwhat the page is about. Second guideline. Try and keep your title within 50-60 characters. 

Now, Google SERPs actually work in pixels,but this length should help you avoid truncation in the search results pages. And you can use a SERP preview tool like thisone from Portent or Yoast SEO plugin if you use WordPress. The third guideline is to either write insentence case or title case. So, sentence case would have a capital letteron the first word, and title case is when the first letter of each word is capitalized. Now, I have never seen a Top 10 ranking pagewith a title tag with all caps like this: HOW TO MAKE A WEBSITE: THE ULTIMATE GUIDEAlright, now that the general stuff is out of the way, let's get into Keyword Optimization. Pages don't rank for just a single keyword.

 They actually rank for hundreds or even thousandsof other long-tail variations. In our study on 3 million random search queries,we found that the average #1 ranking page will also rank in the Top 10 for nearly 1,000other relevant keywords. So rather than focusing on a singular keyword, we can actually target other long-tail phrases within the broader topic without keyword stuffing. And this can be done by using modifier keywords. A modifier keyword is an add-on to a basekeyword. So for example, if you wanted to rank for"best headphones," then you could add "the" before the phrase, or add the current yearto the end. Or both. So let's get into a simple keyword researchprocess. First, we need to identify the head term orparent topic of our target keyword. So I'll go to Ahrefs Keywords Explorer tooland type in "which headphones should I buy." Next, I'll scroll down to the top 10 SERPswhere I'll be looking for a couple of things. First, I'm going to scan through the "TopKeyword" column to see what our "head term" should be.

 And you'll see that the first two resultsare actually ranking for "best headphones," which tells us that we can target this phraseand still rank for our original query "which headphones should I buy." So I'll click through to "best headphones,"which will show us the metrics for our new keyword target. Scrolling back down to the SERPs, we can analyzethe types of pages that are ranking for our target keyword. And you can see that the majority of themlook like blog posts that are all current guides and mostly follow the list-style post. Next, let's go to the "Phrase Match" reportand find some long-tail variations for this topic. Since there are nearly 13,000 keywords, we'llwant to narrow down this list to relevant modifier keywords. So let's use the "Include" search box and searchfor common add-ons like "the," "buy," "for," and the current year, separated by commas. 

Next, I'll set the dropdown to "Any," whichwill show us keywords that include any of these keywords in a list. Now you can see a few great ideas like using2018, or taking a niche angle like "for running," "for gaming," and so on. Before you decide to choose any of these,it's vital that you assess search intent by looking at the SERP overview for the individualkeywords. For example, clicking on the SERP button for "best headphones 2018" will show that "best headphones" is still the top keyword for themajority of the search results. But if we click on the SERP overview for "bestheadphones for running," you'll see that this is a more specific topic in itself thatwould likely require a different post. Finally, "the best headphones" will show thatthe parent keyword again is "best headphones," for most results, which would qualify the keywordas a good long-tail variation and modifier keyword to use. Boom. So now we know that we can target these 3 keywords all within the same title without overdoing it since they flow naturally together.

 So the base of our title might be "The BestHeadphones 2018." Now, this title isn't exactly "click-worthy,"so let's put our heads together and take this title one step further. Start by asking yourself:What makes my content unique? A few qualities to consider would be depth,quantity, speed, freshness, and brand. And it's important that you choose your qualitiesthoughtfully because it can define the angle you take when creating your content. For example, if it's an intimidating or lengthytask, then you might use a title like: "How to Make a Bookshelf From Scratch in Under15 Minutes." But if it's complicated, then we can change thispart to "Step-By-Step Guide." If it requires freshness, then use the currentmonth or year, like we did in our "Best Headphones 2018" example. Finally is brand. And brands can bring instant recognition and trust. So for example, "17 Best Headphones from Bose,Sennheiser, and More" might be attractive. Now looking through the top 10 Google rankingsfor our example keyword "best headphones," you can see that freshness is a common qualitythat these articles share. So we'll take the freshness angle and sprinklein a bit of depth. Again, our base title was "The Best Headphones2018." 

So I'll change this to 27 Of The Best Headphonesin 2018 (Reviewed and Rated). Another way to approach this is to tacklea pain point within your title. So we could change this to "27 Of The BestHeadphones in 2018 That Won't Break the Bank," since price tends to be a common pain pointwhen shopping for high-end tech. You can also use power words to bring lifeto the topic like "27 Of The Best Headphones With Hair Raising Sound," or "Mind-Blowing"or "Flawless", or whatever power word best describes your content. Okay great! By now, you should know how to create a mind-blowingand hair-raising title. But here's the thing:your title tag isn't really going to impact CTR from an SEO perspective until you reachthe top 10. And that's because most people don't clickto page 2 of Google search results. So rather than rehashing other tutorials wealready have on ranking on page one of Google, I want to show you how and what you shoulddo to optimize for CTR once you are on the first page of Google.

 The first thing is to log in to your Googlesearch console and go to the Performance Report. Next, click on Average CTR and Position, whichwill change the columns view for the data below. Now, we'll want to narrow in on queries thatrank high enough and should be producing clicks. So I'll set a position filter and set thedrop-down here to "Smaller than." And for value, I prefer to analyze pages thatrank in the top 5 positions to get a better picture of low CTR queries. Next, I'll sort by CTR in ascending order. Now, what I'm looking for here are keywordsthat get a decent number of impressions, are not producing many clicks, and the keywordis a match or a close variant to our pages' keyword target. The one that stands out to me is this onefor the keyword "internet marketing strategies." 

It's had a good number of impressions, butattracts less than 1% of clicks, despite being in a top 3 ranking position. And the reason why this one stands out somuch is because this is the exact query that we were targeting in our article. So this would be an article that I'd wantto look at in greater detail. And by greater detail, that would involveassessing whether we're meeting the search intent, which we can do by looking at thetop 10 SERP. I would also look at the search volume trends and clicks data, which you can see using Keywords Explorer tool. And if everything looks fine, then I'd goahead and try another title to attract more clicks, while accurately describing what thearticle is about. Now, an important takeaway here is that marginalincreases in your click-through rate can result in massive gains. So for example, taking this page from sub1% to just 2%, which is still below average, would more than double the traffic to thispage from that single keyword alone. 

So if you want one actionable takeaway toget more organic traffic, then go to your Google Search Console, run through this process,and you may be able to find some low-hanging traffic opportunities right away. Now, if you found this video helpful, thenmake sure to like, share and subscribe for more actionable SEO and marketing tutorials. And if you have an awesome tip that you'dlike to share on titles or increasing CTR, then leave a comment below and I'd love tohear from you. So keep grinding away and I'll see you inthe next tutorial.