How To Optimise Meta Titles For More Clicks

Categories: SEO Tips

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How To Optimise Your Meta Titles for Search Engines & Site Visitors

The main heading you see in your search listing usually comes from the meta title of the page that appears in the results. For many websites, this will typically be the title of the page itself. However, you can create a bespoke meta title that will show up in the search results, significantly improving your click-through rates (CTR) and rankings.

The Importance of Meta Titles

Meta titles are important because they influence both search engine rankings and user behaviour. A well-optimised meta title helps your page rank higher for specific search terms and attracts users to click on your listing. Here’s how to create effective meta titles that meet both search engine and user intent.

Steps to Optimise Your Meta Titles

1. Focus on Primary Keywords

Ensure your primary keyword appears as close to the beginning of your meta title as possible. This highlights the term’s importance and aligns with how search engines assess relevance.


  • Before: Home Security Tips
  • After: Home Security Design Tips – Expert Advice for Your Home

2. Include Secondary Keywords

Incorporate secondary, related keywords to expand the range of terms your page can rank for without overloading your title.


  • Before: London Home Security Tips
  • After: Top London Home Security Tips – Inpenetrable Home Security

3. Make It Appealing to Users

While optimising for keywords, ensure your meta title is also enticing to users. A compelling meta title can improve your CTR.


  • Before: Best Restaurants
  • After: Best Restaurants – Enjoy Delicious Meals in Town


Meta Title SEO Company London

4. Optimal Length of Meta Titles

Meta titles should ideally be between 50-60 characters, including spaces. This length ensures your title is fully displayed in search engine results without being cut off, making it easier for users to read and understand.


5. Use Actionable Language

Incorporate action words or phrases that prompt users to click on your link. Words like “Discover,” “Learn,” “Top,” and “Best” can make your title more engaging.


6. Reflect the Content Accurately

Ensure your meta title accurately reflects the content of your page. Misleading titles can increase bounce rates, as users may leave quickly if they don’t find what they expect.


  • Misleading: Best Places To Visit In Ireland (if the page is about Scotland)
  • Accurate: Best Places To Visit In Scotland – Must See

Avoid Common Pitfalls

1. Don’t Overdo Keyword Stuffing

Avoid cramming too many keywords into your meta title, as this can make it look spammy and deter both search engines and users.

Example of Keyword Stuffing:

  • London Cleaning Company | Cleaning Contractor London | Best Cleaners London

2. Use Natural Language

Ensure your meta title reads naturally and makes sense to users. An awkward or forced title can reduce its effectiveness.


  • Awkward: Cleaning Company Best London Cleaners
  • Natural: Best Cleaners in London

Research Competitor Meta Titles

If you’re struggling to come up with an optimised meta title, look at the meta titles of pages already ranking on page 1 for your target keyword. Use these as inspiration to make a competitive meta title.


  • Competitor Title: Top Rated Garden Centre – Award-Winning Plants
  • Your Title: Award-Winning London Garden Centre – Top Rated Services

Monitor and Adjust

After updating your meta titles, monitor your rankings and traffic. If you notice a drop in rankings lasting longer than a week, consider reverting to your previous title or making further adjustments.

Best Practices for Producing Meta Titles

  • Character Limit: Aim for 50-60 characters, including spaces.
  • Keyword Placement: Place primary keywords near the beginning.
  • Secondary Keywords: Include related secondary keywords.
  • User Appeal: Use compelling and actionable language.
  • Accuracy: Ensure the title accurately reflects page content.
  • Avoid Spam: Don’t overstuff keywords; maintain natural readability.

Contact Us for Expert Help With Your SEO

Optimising your meta titles can significantly improve your rankings and traffic. If you’re unsure about the best keywords to target or how to optimise your meta titles for maximum benefit, get in touch with us. Our experts can help you craft effective meta titles that drive results.

Meta Title Optimisation
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