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

Moz’Cyrus Shepard 提供了有關提高點擊率和通過更好的標題標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.

對于許多搜索營銷商而言，標題標簽是SEO工具包中最先學習的元素之一，不幸的是，這導致許多人將標題標簽優化作為初學者的策略。

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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Cyrus Shepard在上個月SMX關于高級標題標簽優化的演講中，解釋了標題標簽為何是SEO的關鍵組成部分-以及如何正確完成標題標簽可以如何為搜索者和企業提供巨大價值。

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.

在有關標題標簽優化的速成課程中，Shepard討論了為什么標簽不僅僅適合初學者，并且提供了實用的技術以及避免的方法，以提高點擊率（CTR）并獲得更多流量。

Why are title tags important??為什么標題標簽很重要？

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.

標題標簽是顯示在SERP上的可點擊標題。這些標記由反映網頁標題的HTML元素指定，旨在幫助搜索引擎了解網頁的內容。Shepard強調，標題標簽很重要的關鍵原因。

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.這是人們進行搜索時首先看到的東西。 人們可能會忽略您的內容，他們可能會略過它們，他們可能會忽略您的元描述，面包屑。 但是每個人在進行Google搜索時，都會將您的標題標簽視為首要決定，”謝潑德說。

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.”標題標簽是排名因素。 Shepard解釋說，多年來Moz“一直在研究標題標簽信號與排名的相關性”，盡管相關性有所降低，但標題標簽仍會影響點擊率。“無論您做什么，標題標簽都比SERP中顯示的任何其他元素影響更多，人們是否會點擊您的結果。”

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.科學與心理學的結合。即使標題標簽不能幫助您進行排名，它仍然可能是吸引人們點擊的關鍵接觸點。使用正確的語言和消息，標題標簽可以引起搜索者的好奇心并回答問題

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.標題標簽易于測試。 “您可以更改標題標簽，轉到Google Search Console，重新爬網，重新為URL編制索引，并查看Google搜索結果的更改，有時只需幾分鐘，” Shepard說。SEO可以從那里檢查接下來幾天的效果是否有效。他補充說：“而且，如果情況不妙，您可以輕松地更改標題標簽。”

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Source: Cyrus Shepard, SMX Next

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Going beyond the title tag basics超越標題標簽的基礎知識

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.”

對于SEO的初學者來說，當您剛開始使用標題標簽時，有一些通用的基本規則。Shepard說，例如：“我們知道每頁只需要一個標題，標題應該相對較短-50至60個字符-標題應該唯一，這意味著它不應與您的其他標題重復 。”

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：使用您的目標關鍵字（但要避免填充），并寫出引人注目的副本，以回答用戶的查詢并吸引他們點擊。

How to write compelling titles?如何寫引人注目的標題

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，例如新聞機構）來幫助指導撰寫引人注目的標題背后的思考過程。

N?= Noticeable??N =引人注目的

P?= Promising?P =有前途

R?= Relevant??R =相關

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。在下面的最佳時間訪問歐洲的Google搜索結果示例中，標題標簽基本上都具有相同的含義。謝潑德說：“我必須承認他們有些不鼓舞。” “這些結果沒有什么值得注意的。他們只是在使用關鍵字，但沒有吸引我點擊的內容。沒有什么可以將這些結果之一與任何其他結果區分開來。”

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。“標題很有希望時，它告訴您單擊時應該期待什么。它超越了關鍵字，它向您保證可以滿足您的情感需求。好的頭銜通常可以提供這一點。”謝潑德解釋說。

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:在編寫標題標簽時，SEO應當在人們搜索時考慮如何使用有前途的語言來滿足這些需求。他提供了六種方法來使標題標簽對搜索者更有希望：

·?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，也要知道。您可以嘗試使人們驚訝，激動并留下深刻的印象。他們不僅在尋找攪拌機。他們想要一些額外的東西。在標題中給他們，您可以吸引點擊。很難做到，但是你可以做到。”謝潑德說。

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.關聯。沒有相關性，“引人注意”和“有前途”的要素可以輕松地淡化。Shepard解釋說，搜索者正在尋找與其意圖相關的結果。

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，他演示了與目標優惠券相關的搜索的相關和不相關標題標簽之間的區別。“第二個結果是目標廣告制造商。那不是我要找的東西。那不是我想要的承諾。我想要目標促銷代碼和優惠券，”他補充說。

The recipe for Systematic Success系統成功的秘訣

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概述了他如何通過五個步驟進行標題標簽審核的“規則”，以此作為高級指南，“幾乎每次都贏得標題標簽”。

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.有零萬無一失的公式。千篇一律的公式并不存在，但對于SEO來說重要的是要了解實驗是成功使用標題標簽的關鍵因素。Shepard說，這全都在于“找出對您和您的受眾有用的內容”。

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.測試構想，找出產生六項統計學上顯著收益的構想。提出假設，設定目標和期望，并使用NPR模型確定最大的變化。根據Shepard的說法，測試是標題標簽的必要策略。

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：“會有一些意想不到的后果。” 無法保證實施標題標簽測試會帶來穩定的流量增長，但是在繼續測試時要留出可能的損失，這一點很重要。

4.?Keep the winners – and learn from them.?Enough said.4.保留獲勝者–并向他們學習。說夠了。

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，輸掉失敗者 Shepard說，如果您更改標題標簽而它變質了，您可以隨時恢復為性能更好的原始標簽。

來源：Search Engine Land