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Title tag, keywords, description for product page SEO?

         

Metabyter

11:06 pm on Feb 12, 2016 (gmt 0)

10+ Year Member



Sorry if this has already been asked but I know the world of SEO is an ever-changing one. On an e-comm site, suppose my product description is for example:

'BrandA Greatshot Z123 30x Optical Zoom Digital Camera, Red'

Ideally, what would I use for:
    Title tag
    Keywords
    Meta keywords
    Meta description


I'm wondering how best to format these. I understand that duplicate content is bad, but will that apply here? Is it good practice to use the same content for these as the item title - "BrandA Greatshot Z123 30x Optical......." ? If these elements should be different from the title, what would you recommend?

Thank you for any help.


[edited by: Robert_Charlton at 7:56 am (utc) on Feb 15, 2016]
[edit reason] Anonymized example [/edit]

Robert Charlton

9:45 am on Feb 15, 2016 (gmt 0)

WebmasterWorld Administrator 10+ Year Member Top Contributors Of The Month



Hi Metabyter, and welcome to WebmasterWorld. Yes, the world of SEO is changing as we speak. ;)

I've further anonymized your example, because what you'd posted was for an actual product in a format that included vocabulary commonly used to describe it on the web. Though it would be interesting to see if WebmasterWorld has enough ranking power to rank in Google for that description (even though we're not really relevant to the topic), I'd prefer not to chance distorting the serps by posting the actual language here.

I've exemplified what you wrote as...
product description is for example:
'BrandA Greatshot Z123 30x Optical Zoom Digital Camera, Red'
(Note, btw, that "BrandA" in the above is the manufacturer's brand.)


Title tag
For the "title tag", also known as the "title element", the description above is a good basic starting point, but I would shorten the product info in the title a bit. More details on why below...

The title is both to describe the offering and to motivate clicks. Query vocabulary that's included in the title or description also gets bolded in the serps, which attracts the eye to your listing. Up until recently, vocabulary in title was also a major ranking factor. This has changed to a degree, and Google has been rewriting some titles on pages it returns to fit the query. See currently active and highly contentious discussion here....

John Mueller: Title tags "not the most critical part of a page"
Jan-Feb 2016
https://www.webmasterworld.com/google/4787155.htm [webmasterworld.com]

Mod's note: Let's leave complaints about what Google's doing in that thread ^^^^, and simply discuss options here.

I feel that a well-crafted title can still be extremely important, but you're dealing with some apparently conflicting demands. My feeling is that Google has been demonstrating for a while that it doesn't like titles that are keyword-stuffed, and that it also seems to like the store brand included, because it is increasingly valuing the reputation of the dealer.

You can put that brand up front or at the end, or leave it off to see what Google does. Note that Google only displays 55 characters of the title in the serps, but it parses more. It sometimes suffices to have the store brand early in the meta description, and to include it in the title at the end. Amazon, eg, likes its brand up front, because the name attracts buyers, and because Amazon is very conscious about building its brand.

What you're doing in writing the title is juggling how the most likely queries (including your key identifying factors) will interact with your title as well as with onpage content, inbound links, and nav links within your site... and you'll be juggling all that within the available title display space.

The title essentially summarizes the most important points.. In your example, after the manufacturer's name, the product name and model number are probably the most important. We then get into features likely to be searched, the danger is to try to include too many. It's not clear that many searchers would search for "30x optical zoom", even though it might be a selling point. The pixel count of the sensor, eg, is sometimes a stronger selling point.

I should add that increasingly rankings are determined by a page's context in the web, and that going after keywords per se is a big mistake. That's probably beyond the scope of this discussion, except to say that keyword-keyword matches are only part of the picture now, and as time goes on are becoming less important by themselves in the overall algo, at least for highly competitive terms.


Keywords and meta keywords
Of the rest for now, it's not clear to me what distinction you're making between keywords and meta keywords. Meta keywords haven't mattered for years, and are so rarely used for ranking that IMO they're not worth discussing.


Meta description
The meta description is not a ranking factor, but sections from it displayed in the serps can affect click-through rate. Last I counted, and it's been a while, about 150 characters get displayed. In a strongly mobile-driven environment of smaller screens and shorter titles, the meta description is also the best place for call to action.

PS: I've not addressed your concerns about content duplication. I hope someone else will pick that up.

tangor

3:53 am on Feb 16, 2016 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



From a more practical viewpoint, what does your title convey? Back before the web existed titles were (and still remain) the most difficult part of writing. Your title is your first attempt to get a reader. Your lede paragraph is your second. Fail either of those and you've lost a reader. (back button!)

All of what Robert shared is very specific to today's web, I'm just injecting a little common sense in how you might go about crafting a title.

1 It describes the contents
2 It is specific and recognizable/memorable
3. So bizarre that is stands on its own (not the desired choice, just an option!)

With ecommerce sites you're stuck in a rut. How many different ways can you describe WidgetX which is only a color difference between WidgetY? Everything else is the same! Hence, if you have one page for each variant you have nothing but thin content, thus not likely to capture a search engine's attention. If you have a "Widgets All Models/Series" page, which then gives ordering options (in RED, GREEN, BLUE, POLKADOT) you stand a better chance as that page will not be subject to a "duplicate content" down check, and at the same time HAS that color choice built in.

The sad thing is, in product sales, you aren't the only one selling, you are not the only location, you are not the only "best price". The vast majority of folks (particularly in the electronics/camera field) cut and paste mfg descriptions and you are thus relegated to anonymity. Write your own copy, do a review, get customer feedback, do anything that will make that title keep its promise.

Yes, there is a pseudo science re: titles, keywords, long tail and such, but these are only variations on a theme: Tell the reader what this "story" is about" and in the first paragraph "hook" them to finish the story! Nothing magical in that. Common sense. Don't play (SEO) games as that's not how real work is done. :)

aristotle

12:05 pm on Feb 16, 2016 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



In my opinion you shouldn't consider SEO at all when you choose the title for an article. You should simply try to choose the title that best conveys what the article is about.

JS_Harris

12:17 pm on Mar 1, 2016 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



For titles try looking up a few of your likely candidates to see what a search engine will return. If you see the sites you want to compete with and your metrics tools, whatever they are, suggest there is traffic to be gained from being in that result set you're good to go.

Review and adjust for effect when you've gathered more data.

As for keywords and descriptions I wouldn't worry as much about those, in fact you can safely ignore keyword meta tags completely.