Meta tags perform several important functions:
- They affect how the page is displayed and what position it occupies in the index (output).
- They help to promote the resource according to the most relevant queries of your target audience.
- They allow a potential visitor to see the necessary information in the search results, making the description as informative as possible.
- They record data about the page, help to display information correctly, set up indexing (analyzing the site and entering it into the database for subsequent inclusion in the output).
This tag defines the title of the document, but it is not displayed directly on the page, and you can see it in the name of a browser window or tab with an open site. Title plays a crucial role, as it is important for ranking.
Recommended volume: 120 characters, 12-15 words
Thus, we come to the conclusion that the dot and the question marks and exclamations are stop symbols, and they should not be used in the Title. As for other special characters, they don’t “beat” passages, but I wouldn’t use them anyway. There are always enough commas and dashes to make a good title, colons and brackets are used much less often. By the way, if necessary, you can use herringbone quotes, they also do not violate anything in our design.
Criteria for the Title tag
- It contains the maximum number of pure occurrences (promoted search queries).
- It starts with the most competitive, or with a frequency search query. It is not necessary to do this from the first word, but in the first 4-5 words this request, the flagship for this page, should be present.
- Contains all the words from the promoted queries.
- It contains synonyms and highlights of words from queries, as well as thematic words (which will tell the user what the pages are about, or often found on the page or among competitors), if the length allows, in the region of 120 characters (although there is no strict requirement of 120 characters). If the Title tag is very large, the significance of each word decreases and Google very clearly tracks the decrease in the role of each subsequent word in the Title tag. In some cases, even the non-passage of the quorum if the words are contained after the 12th. But, as a rule, twelve words are more than enough.
- For geo-dependent search queries, it contains an explicit indication of the city (toponym).
- It reads well and conveys the essence of the page.
When the Title is considered overoptimized or spam
It is inflated due to extra words that do not relate to the URL. Too long (more than 12-18 words). These are not strict criteria, but it is necessary to pay attention to it. You do not need to add words to the tag that do not relate to the page or are missing in search queries. First of all, we need to get into the output and only then convert the user into a click and increase the CTR. And you can not get into the output if you add some extra words.
Deceives the user and does not match the page. This happens when the Title tag is some kind of clickbait, does not reflect the content of the page. Most likely, Yandex will notice this too, because it checks how much the text relevance of the Title tag matches the content of the document. Contains more than two repetitions of one word. Two repetitions are quite enough (it can be the word “promotion” or “website”, etc.). Then you can use synonyms.
Phrases with a length of 4 or more words are repeated in the tag more than once, even taking into account the limitation. That is, if you put a four-word phrase twice separated by a comma, then it will most likely have a negative impact.