Searching for the Right Keywords
When we’re starting our keyword research, the two crucial factors to look at are keyword demand (aka number of searches) and competition. The former is the number of times the keyword is searched for monthly, and the latter is the number of sites competing for the term in search engines’ listings. Safari SEO Agency Manchester suggest that the key to effective keyword research is understanding which keywords to choose based on keyword competition and the strength of the competing domains. For new websites, their time may be better spent targeting keywords with mid to low search volume due to lower domain ranking strength and therefore a higher potential to attract traffic for these kinds of keywords.
If we are just starting out on the web with our website, we’ll probably want to remove all keywords with extreme competition values — at least for now. With millions of sites competing for rankings for a given keyword already, it’ll take you a good while to rank high for the term
terms that will be used as base keywords in your keyword research.
Empty Title Tags
If a page doesn’t have a title, or the title tag is empty, Google and other search engines will decide on their own, what content to show on the results page. Thus if the page ranks on Google for a keyword, and someone sees it in Google’s results for their search, they may not want to click on it simply because it says something absolutely not appealing.
A page title is often treated as the most important on-page element. It is a strong relevancy signal for search engines because it tells them what the page is really about. It is of course important that title includes your most important keyword. But more to that, every page should have a unique title to ensure that search engines have no trouble in determining which of the website pages is relevant for this or that query. Pages with duplicate titles have fewer chances to rank high. Even more, if your site has pages with duplicate titles, other pages may be hard to get ranked as well.
Too Long Titles
Every page should have a unique, keyword rich title. At the same time, you should try to keep title tags not too long. Titles that are longer than 55 characters get truncated by search engines and will look unappealing in search results. You’re trying to get your pages ranked on page 1 in search engines, but if the title is shortened and incomplete, it won’t attract as many clicks as you deserve.
Empty Meta Description
Although meta descriptions don’t have direct influence on rankings, they are still important while they form the snippet people see in search results. Therefore, it should “sell” the webpage to the searcher and encourage him to click through.
If the meta description is empty, search engines will themselves decide what to include in a snippet. Most often it’ll be the first sentence on the page. As a result, such snippets may be unappealing and irrelevant.
That’s why you should write meta descriptions for each of your website pages (at least for the landing pages) and include marketing text that can lure a user to click.
Duplicate Meta Description
According to Matt Cutts, it is better to have unique meta descriptions and even no meta descriptions at all, then to show duplicate meta descriptions across pages. That’s why make sure that your top important pages have unique and optimized descriptions.
Too Long Meta Description
Although meta descriptions don’t have direct influence on rankings, they are still important while they form the snippet people see in search results. Therefore, it should “sell” the webpage to the searcher and encourage him to click through. If the meta description is too long, it’ll get cut by the search engine and may look unappealing to users.