Moz' Cyrus Shepard offers top tips on boosting CTRs and earning more traffic with better title tags.

Moz’Cyrus Shepard 提供了有關(guān)提高點(diǎn)擊率和通過(guò)更好的標(biāo)題標(biāo)簽獲得更多流量的重要指示

For many search marketers, title tags are one of the first-learned elements of the SEO’s toolkit. Unfortunately, that leads many to toss off title tag optimization as a beginner’s tactic.

對(duì)于許多搜索營(yíng)銷(xiāo)商而言，標(biāo)題標(biāo)簽是SEO工具包中最先學(xué)習(xí)的元素之一，不幸的是，這導(dǎo)致許多人將標(biāo)題標(biāo)簽優(yōu)化作為初學(xué)者的策略。

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During his presentation on?Advanced Title Tag Optimization?at SMX Next last month, Moz SEO consultant?Cyrus Shepard?explained why title tags are a critical component of SEO – and how when done correctly, can provide massive value for searchers and businesses.

Moz SEO顧問(wèn)Cyrus Shepard在上個(gè)月SMX關(guān)于高級(jí)標(biāo)題標(biāo)簽優(yōu)化的演講中，解釋了標(biāo)題標(biāo)簽為何是SEO的關(guān)鍵組成部分-以及如何正確完成標(biāo)題標(biāo)簽可以如何為搜索者和企業(yè)提供巨大價(jià)值。

In a crash course on title tag optimization, Shepard discusses why tags aren’t just for beginners and offers practical techniques – and what to avoid?– in order to boost click-through rate (CTR) and earn more traffic.

在有關(guān)標(biāo)題標(biāo)簽優(yōu)化的速成課程中，Shepard討論了為什么標(biāo)簽不僅僅適合初學(xué)者，并且提供了實(shí)用的技術(shù)以及避免的方法，以提高點(diǎn)擊率（CTR）并獲得更多流量。

Why are title tags important??為什么標(biāo)題標(biāo)簽很重要？

Title tags are the clickable headline that shows up on the SERP. Dictated by an HTML element that reflects the title of a web page, these tags are designed to help search engines understand the content of the page. There are key reasons why title tags are important, Shepard emphasized.

標(biāo)題標(biāo)簽是顯示在SERP上的可點(diǎn)擊標(biāo)題。這些標(biāo)記由反映網(wǎng)頁(yè)標(biāo)題的HTML元素指定，旨在幫助搜索引擎了解網(wǎng)頁(yè)的內(nèi)容。Shepard強(qiáng)調(diào)，標(biāo)題標(biāo)簽很重要的關(guān)鍵原因。

1.?It’s the first thing someone sees when conducting a search.?“People may ignore your content, they may skim over it, they may ignore your meta description, your bread crumbs. But everybody, when they do a Google search, sees your title tag as the number one decision,” Shepard said.這是人們進(jìn)行搜索時(shí)首先看到的東西。 人們可能會(huì)忽略您的內(nèi)容，他們可能會(huì)略過(guò)它們，他們可能會(huì)忽略您的元描述，面包屑。 但是每個(gè)人在進(jìn)行Google搜索時(shí)，都會(huì)將您的標(biāo)題標(biāo)簽視為首要決定，”謝潑德說(shuō)。

2.?Title tags are a ranking factor.?Shepard explained that Moz has been “studying the correlation of title tag signals to rankings over the years,” and despite a slowdown in correlations, title tags still influence click-through rate. “No matter what you do, the title tag more than any other element that displays in the SERPs influences whether or not people are going to click your result.”標(biāo)題標(biāo)簽是排名因素。 Shepard解釋說(shuō)，多年來(lái)Moz“一直在研究標(biāo)題標(biāo)簽信號(hào)與排名的相關(guān)性”，盡管相關(guān)性有所降低，但標(biāo)題標(biāo)簽仍會(huì)影響點(diǎn)擊率?！盁o(wú)論您做什么，標(biāo)題標(biāo)簽都比SERP中顯示的任何其他元素影響更多，人們是否會(huì)點(diǎn)擊您的結(jié)果?！?/span>

3.?A mix of science and psychology.?Even if a title tag doesn’t help you rank, it can still be a critical touchpoint to entice people into clicking. ?With the right language and messaging, title tags can play into a searcher’s curiosity and answer the question.科學(xué)與心理學(xué)的結(jié)合。即使標(biāo)題標(biāo)簽不能幫助您進(jìn)行排名，它仍然可能是吸引人們點(diǎn)擊的關(guān)鍵接觸點(diǎn)。使用正確的語(yǔ)言和消息，標(biāo)題標(biāo)簽可以引起搜索者的好奇心并回答問(wèn)題

4.?Title tags are easy to test.?“You can change your title tag, go to Google Search Console, recrawl, reindex the URL, and see the changes in Google search results, sometimes within minutes,” Shepard said. From there, SEOs can examine the performance over the next few days to it had an effect. “And also, if things don’t work out, you can easily change your title tag back,” he added.標(biāo)題標(biāo)簽易于測(cè)試。 “您可以更改標(biāo)題標(biāo)簽，轉(zhuǎn)到Google Search Console，重新爬網(wǎng)，重新為URL編制索引，并查看Google搜索結(jié)果的更改，有時(shí)只需幾分鐘，” Shepard說(shuō)。SEO可以從那里檢查接下來(lái)幾天的效果是否有效。他補(bǔ)充說(shuō)：“而且，如果情況不妙，您可以輕松地更改標(biāo)題標(biāo)簽?！?/span>

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Source: Cyrus Shepard, SMX Next

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Going beyond the title tag basics超越標(biāo)題標(biāo)簽的基礎(chǔ)知識(shí)

For beginners in SEO, there are a few general ground rules for when you’re just starting out with title tags. Shepard said, for example, “We know that we only want one title per page, that the title should be relatively short – 50 to 60 characters – the title should be unique, meaning it shouldn’t be a duplicate of other titles on your site.”

對(duì)于SEO的初學(xué)者來(lái)說(shuō)，當(dāng)您剛開(kāi)始使用標(biāo)題標(biāo)簽時(shí)，有一些通用的基本規(guī)則。Shepard說(shuō)，例如：“我們知道每頁(yè)只需要一個(gè)標(biāo)題，標(biāo)題應(yīng)該相對(duì)較短-50至60個(gè)字符-標(biāo)題應(yīng)該唯一，這意味著它不應(yīng)與您的其他標(biāo)題重復(fù) ?！?/span>

Other important considerations: use your target keywords (but avoid stuffing) and write compelling copy that answers the user’s query and will entice them to click through.其他重要注意事項(xiàng)：使用您的目標(biāo)關(guān)鍵字（但要避免填充），并寫(xiě)出引人注目的副本，以回答用戶(hù)的查詢(xún)并吸引他們點(diǎn)擊。

How to write compelling titles?如何寫(xiě)引人注目的標(biāo)題

Shepard uses the acronym NPR (yes, like the news organization) to help guide the thought process behind writing compelling headlines.Shepard使用首字母縮略詞NPR（是的，例如新聞機(jī)構(gòu)）來(lái)幫助指導(dǎo)撰寫(xiě)引人注目的標(biāo)題背后的思考過(guò)程。

N?= Noticeable??N =引人注目的

P?= Promising?P =有前途

R?= Relevant??R =相關(guān)

Noticeable.?In the below example of a Google search result for the best time to visit Europe, the title tags essentially all say the same thing. “I have to admit they’re a little uninspiring,” Shepard said. “There is nothing noticeable about these results. They’re just using the keyword but there’s nothing enticing me to click. There’s nothing to differentiate one of these results from any other result.”引人注目。在下面的最佳時(shí)間訪問(wèn)歐洲的Google搜索結(jié)果示例中，標(biāo)題標(biāo)簽基本上都具有相同的含義。謝潑德說(shuō)：“我必須承認(rèn)他們有些不鼓舞?！?“這些結(jié)果沒(méi)有什么值得注意的。他們只是在使用關(guān)鍵字，但沒(méi)有吸引我點(diǎn)擊的內(nèi)容。沒(méi)有什么可以將這些結(jié)果之一與任何其他結(jié)果區(qū)分開(kāi)來(lái)。”

Promising.?“When a title is promising, it tells you what you should expect when you click. It goes beyond the keyword to promise you something to satisfy an emotional need. And good titles typically offer this,” Shepard explained.有希望。“標(biāo)題很有希望時(shí)，它告訴您單擊時(shí)應(yīng)該期待什么。它超越了關(guān)鍵字，它向您保證可以滿(mǎn)足您的情感需求。好的頭銜通?？梢蕴峁┻@一點(diǎn)?！敝x潑德解釋說(shuō)。

When writing title tags, SEOs should think about how to use promising language to satisfy those needs as people search. He offers six ways to make title tags more promising for searchers:在編寫(xiě)標(biāo)題標(biāo)簽時(shí)，SEO應(yīng)當(dāng)在人們搜索時(shí)考慮如何使用有前途的語(yǔ)言來(lái)滿(mǎn)足這些需求。他提供了六種方法來(lái)使標(biāo)題標(biāo)簽對(duì)搜索者更有希望：

·?Surprise them?給他們驚喜

·?Thrill them讓他們興奮

·?Impress them打動(dòng)他們

·?Educate them教育他們

·?Reassure them讓他們放心

·?Help them幫助他們

“Even if you’re selling, you know, blenders. You can try to surprise people, thrill them, and impress them. They’re not just looking for blenders. They want something extra. Give them that in the title and you can entice the click. It’s hard to do, but you can do it,” Shepard said.“即使您要出售攪拌機(jī)，也要知道。您可以嘗試使人們驚訝，激動(dòng)并留下深刻的印象。他們不僅在尋找攪拌機(jī)。他們想要一些額外的東西。在標(biāo)題中給他們，您可以吸引點(diǎn)擊。很難做到，但是你可以做到。”謝潑德說(shuō)。

Relevancy.?Without relevancy, the elements of ‘noticeable’ and ‘promising’ can be easily diluted. Searchers are looking for results that are relevant to their intent, Shepard explained.關(guān)聯(lián)。沒(méi)有相關(guān)性，“引人注意”和“有前途”的要素可以輕松地淡化。Shepard解釋說(shuō)，搜索者正在尋找與其意圖相關(guān)的結(jié)果。

In the below example, he demonstrates the difference between a relevant and non-relevant title tag for a search related to Target coupons. “The second result was a Target ads manufacturer. That’s not what I’m looking for. That’s not the promise that I want. I want the target promo codes and coupons,” he added.在下面的示例中，他演示了與目標(biāo)優(yōu)惠券相關(guān)的搜索的相關(guān)和不相關(guān)標(biāo)題標(biāo)簽之間的區(qū)別?！暗诙€(gè)結(jié)果是目標(biāo)廣告制造商。那不是我要找的東西。那不是我想要的承諾。我想要目標(biāo)促銷(xiāo)代碼和優(yōu)惠券，”他補(bǔ)充說(shuō)。

The recipe for Systematic Success系統(tǒng)成功的秘訣

Shepard outlined the “rules” for how he approaches title tag audits in five steps, using it as high-level guidance to “win at title tags nearly every single time.”Shepard概述了他如何通過(guò)五個(gè)步驟進(jìn)行標(biāo)題標(biāo)簽審核的“規(guī)則”，以此作為高級(jí)指南，“幾乎每次都贏得標(biāo)題標(biāo)簽”。

1.??There are zero foolproof formulas.?A one-size-fits-all formula doesn’t exist – but it’s important for SEOs to understand that experimentation is a key component of finding success with title tags. It’s all about “finding out what works for you and your audience,” Shepard said.1.有零萬(wàn)無(wú)一失的公式。千篇一律的公式并不存在，但對(duì)于SEO來(lái)說(shuō)重要的是要了解實(shí)驗(yàn)是成功使用標(biāo)題標(biāo)簽的關(guān)鍵因素。Shepard說(shuō)，這全都在于“找出對(duì)您和您的受眾有用的內(nèi)容”。

2.?Test ideas to find those that yield six statistically significant gains.?Develop a hypothesis, set goals and expectations, and use the NPR model to identify the biggest variation. Testing is a necessary strategy for title tags, according to Shepard.2.測(cè)試構(gòu)想，找出產(chǎn)生六項(xiàng)統(tǒng)計(jì)學(xué)上顯著收益的構(gòu)想。提出假設(shè)，設(shè)定目標(biāo)和期望，并使用NPR模型確定最大的變化。根據(jù)Shepard的說(shuō)法，測(cè)試是標(biāo)題標(biāo)簽的必要策略。

3.?Collateral damage.?“There is going to be some unintended consequences,” he warned. There’s no guarantee that implementing a title tag test will result in steady traffic gains but it’s important to make room for potential losses as you continue testing.3.附帶損害。他警告說(shuō)：“會(huì)有一些意想不到的后果?！?無(wú)法保證實(shí)施標(biāo)題標(biāo)簽測(cè)試會(huì)帶來(lái)穩(wěn)定的流量增長(zhǎng)，但是在繼續(xù)測(cè)試時(shí)要留出可能的損失，這一點(diǎn)很重要。

4.?Keep the winners – and learn from them.?Enough said.4.保留獲勝者–并向他們學(xué)習(xí)。說(shuō)夠了。

5.?Lose the losers.?If you change the title tag and it goes bad, Shepard said, you can always revert back to the better performing original.5，輸?shù)羰≌?Shepard說(shuō)，如果您更改標(biāo)題標(biāo)簽而它變質(zhì)了，您可以隨時(shí)恢復(fù)為性能更好的原始標(biāo)簽。

來(lái)源：Search Engine Land