SEO Tip 7 - Mastering keywords & titles

Abstract image for keywords & titles for SEO

From the preferred use of dashes in URL structuring to the strategic placement of keywords, each element weaves into a tapestry of best practices aimed at elevating your online presence. Join us as we delve into the essential aspects of URL naming, meta title optimization, and the strategic use of keywords, uncovering the keys to a more visible and user-friendly digital footprint.

Delve into the essential aspects of URL naming, meta title optimization, and the strategic use of keywords, uncovering the keys to a more visible and user-friendly digital footprint.

1. URL naming (+)

Some search engines have a preference for URL structures that use dashes ("-") rather than underscores ("_"). Google treats dashes as separators, helping its algorithms better interpret the individual words in a URL. On the other hand, underscores are not treated as separators by Google, and it might consider the entire string as one word.

For example:

  • Preferred: all-great-things
  • Less preferred: all_great_things

Using dashes in your URLs can contribute to better readability and search engine optimization. It's worth noting that while Google's algorithms are generally good at interpreting both formats, following best practices, such as using dashes, can help avoid any potential issues and ensure a more SEO-friendly URL structure.

2. Meta title (+)

Crafting unique and keyword-rich title tags within an appropriate character limit is a fundamental SEO practice that contributes to better search engine visibility and user experience.

a. Importance of the title tag

  • The title tag is a crucial SEO element. It not only affects how search engines understand the content of a page but also influences how users perceive the page in search results.
  • It is displayed as a clickable headline in search engine results and typically appears above the URL in most browsers.

b. Inclusion of important keywords

  • The title tag should indeed contain important keywords that are relevant to the content on the page.
  • This helps search engines understand the topic of the page and improves its chances of ranking for relevant queries.

c. Uniqueness across the site

  • Each page title should be unique to the entire site.
  • This uniqueness ensures that search engines can distinguish between different pages and index them accurately.

d. Character length consideration

  • While the exact character limit for a title tag can vary, it is generally recommended to keep it under 70 characters.
  • Search engines may truncate longer titles in search results, potentially affecting the user's understanding of the page's content.

3. Keywords (+)

Keyword Search Engine ranking is an essential necessity for every website. Research and analysis of the market's keyword demand will help determine the most powerful keyword phrases and influence the way the content is written. Be careful not to overstack keywords, and remember to include your keywords in the following areas:

  • Page URL (keyword at the front)
  • Meta description (keyword at the front)
  • Page title (keyword at the front)
  • H1 title
  • Image alt tags
  • In the first paragraph & lightly throughout the page

4. Meta keyword (0)

The keyword meta-tag has been eliminated as a ranking factor in search engine algorithyms.

5. Meta description (+)

The meta description has diminished in value over the years, but should not be ignored. Its actual intent is to provide a concise explanation of the contents of a web page. These descriptions are commonly, but not always used by search engine result pages (SERP's) as a preview of the content on a page. Include keywords and phrases and ensure that each page description is unique. The meta description of your page has a length of 155 characters.

6. H1, H2, H3, H4 Tags (+/-)

Although it sounds like a good idea to include keywords, these tags are reserved for sub-content which typically might not have keywords associated with them, it's better to use keywords in the copy.

7. Microdata (+)

Also known as structured data, microdata allows search engines to not only crawl your site but to understand it by providing labels for individual content chunks. Microdata helps crawlers identify, classify, and index your information as well as to create rich snippets on search results. It is believed that microdata helps improve page ranking.

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8. Duplication (-)

Duplicated text and meta information will diminish the value of pages, as it could potentially be deemed as a form of keyword stacking.

9. Exact-match keyword query (+)

The concept of exact-match keyword queries plays a pivotal role in fine-tuning your website's relevance to user searches. An exact match keyword query refers to a search that precisely mirrors the keywords a website is strategically targeting. Crafting content with exact-match keywords involves aligning your website's content with the specific phrases your audience is likely to use during a search.

Striking a harmonious balance is crucial when implementing exact-match keywords. While optimizing your content for these relevant keywords, it's paramount to avoid the pitfall of overuse. Google's algorithms have evolved to prioritize user experience, and keyword stuffing can lead to penalties rather than rewards.

Consider incorporating exact-match keywords strategically in the following key areas to maximize their impact:

a. Page URL

  • Position the exact match keyword prominently in the URL, preferably near the beginning.
  • This not only contributes to SEO but also offers users a clear indication of the content they can expect.

b. Meta description

  • Despite its diminishing role, the meta description remains a valuable snippet that can entice users to click.
  • Include your exact match keyword in a concise and compelling manner, providing a preview of what the page offers.

c. Page title (H1)

  • The H1 tag carries significant weight in SEO.
  • Ensure your exact match keyword is incorporated naturally into the main title of your page, contributing to its relevance and search engine visibility.

d. Throughout content

  • Integrate the exact match keyword strategically within the body of your content.
  • Aim for a natural flow that enhances readability while signalling to search engines the core focus of your page.

e. Image alt tags

  • Don't overlook the importance of image alt tags.
  • When applicable, include your exact match keyword to provide additional context for search engines and improve accessibility.

While the SEO landscape is marked by constant evolution, the strategic use of exact-match keyword queries remains a powerful tool for aligning your content with the specific intent of your audience. This practice not only bolsters your site's visibility but also enhances its relevance in search engine results, offering a more tailored and user-friendly experience. Stay tuned for more insights on optimizing your content for search success.


Search Engine Optimisation is ongoing - From the meticulous crafting of URL structures to the artistry of title tag optimization and the strategic use of keywords, we've explored the avenues that lead to enhanced visibility and relevance. As the digital landscape continues to evolve, may these insights guide you on a path of perpetual growth, ensuring that your digital footprint resonates with strength and purpose.

Want a more inclusive list of almost everything you need to know about the items that build website Search Engine Optimisation? SEO ascent: Hands-on strategies for climbing the SERP ranks.

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