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Google Search Engine Optimization Beginner’s Guide

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Speaking of SEO, everyone is familiar with TDK optimization,

The so-called TDK refers to Title Tag, Meta Description, and Meta Keywords.

The Meta Keywords were already deprecated by Google.

So, today we’re going to focus on “T” and “D”!

Recently, Google has updated Title Tag and Meta description for several times:

First, in order to better present highly relevant search results to the user, Google started to dynamically select page content for the “new” title and description rendered in the SERP for the user’s query or search device.

(that is: the results displayed in the SERP may differ from the code you set in the Title Tag and Meta Description tags, especially the low-quality Title Tag and Meta Description)

Previously, Google expanded the number of words that can be displayed for the title and description of the page in the SERP;

Later, Google reduced the number of words that can be displayed for the title and description in the SERP.

Of course, this series of changes all demonstrate that Google is constantly focusing on and optimizing the user experience.

Perhaps one day, as Google grows and grows smarter, the titles and descriptions displayed in the SERP will be fully dynamically automated.

But for now,

Writing Title Tag and Meta Description is still very important for SEO:

Title Tag is an important direct ranking factor.

Although Google has made it clear that it will no longer use Meta Description as a direct ranking influence. However, Meta Description is a major factor affecting click-through rate, and click-through rate is a key ranking factor.

Although we could not prevent Google from automatically selecting the Title and Tag to be displayed, we tried to improve the quality and user experience of Title Tag and Meta Description to reduce the probability of replacing them.


Uncle Google will give you a detailed explanation on how to write high quality Title Tag and Meta Description that are not easy to be eliminated.

Of course, in order to take care of SEO weak friends, we will first briefly introduce Title Tag and Meta Description.

Understand Title Tag

What is Title Tag?

Title Tag is often referred to as SEO Title, SEO Title and Title Tag.

It is an accurate and concise description of web content, which helps search engines understand the main factors of web content, and also affects people’s first impression of web pages.

Why is Title Tag important?

First, it is entered into the ranking algorithm of Google, which is crucial to the ranking of pages.

Second, the title tag shows up in three important places:

What is Meta Description?

Meta Description is a concise Description of the content of a web page. It is longer than Title tag and is usually a short paragraph of descriptive sentences.

Code example:

Generally, as long as the Meta Description is well written, it will appear below the blue clickable link in the search engine results page (SERP).

The diagram below:

Ok, next, let’s go to the core part and write high-quality Title Tag and Meta Description.

How to write high-quality Title Tag?

Length of appropriate benefit

Google for parts that exceed the number of displayable characters (number of characters = number of characters i.e. number of words + number of Spaces + number of punctuation)

Incomplete title tag:

First, it will affect the user experience: the incomplete display will affect the user’s preliminary judgment of the page content, and the ocd will be very disgusted and painful to see these.

Second, will affect SEO: for the omitted keywords, Google will not give penalties, but will not give SEO weight, important keywords were omitted, for its ranking is very bad.

So the question is,

How many characters can be fully displayed on the premise of quality assurance?

Well, nobody knows the exact number of characters


Google now displays the number of characters depending on the user’s search device! The wider the search device’s screen, the more characters will be displayed, but the usual limit is 600 pixels.

Note that, because it is mostly affected by the width, if your title tag is full of “thin” letters like I and j, it will display more characters than if your title tag is full of “fat” letters like W and M.

Through the statistics of the number of characters of Title Tag presented by multiple search results of multiple search terms, and combined with the foreign research on the optimal length of Title Tag,

Uncle Google found that the current title tag can be displayed in the number of characters between 55 and 65 characters.

My advice: keep it to about 60 characters and try not to exceed 64.

In addition,

By the way, I would like to recommend several tools:

Quick search: quick preview Title Tag in SERP:

Reasonable keyword layout:

In the Title tag, the earlier the word is, the larger the Weight is.

So, the more important the word, the more forward it should be!

Title tag in the form of the following should be absolutely avoided. The final product keyword is placed in the area that is likely to be truncated by the search engine, which can be said to put the cart before the horse:

Brand Name | Major Product Category – Minor Product Category – Name of Product

In addition, in Title tags, synonyms and long-tailed words should be arranged. In general, I think it is more appropriate to combine four or five kinds of keywords in a Title tag.

Of course, user experience is first and foremost, be sure to pay attention to readability!!

Do not pile up SEO keywords and repeat a certain keyword!

Titles like Wholesale Socks | Bulk Socks | Buy Socks | Socks On Sale are not recommended!

Write a unique Title Tag for each page

Unique SEO headlines help search engines understand that your content is unique and valuable, and help increase click-through rates.

Therefore, it is recommended that you write a unique title for each page by hand and carefully. Later, you will find that this is the so-called knife sharpening and wood cutting.

Of course, if your website has thousands of pages, you can edit the CMS template to automatically insert title tag for less critical pages.

For example, the product name and product category in the database can be invoked and automatically combined as title:

[Product Name] – [Product Category] | [Brand Name]

Use proper punctuation

The writing habit in English is to add a space after each punctuation mark! (keep that in mind!) At present, the commonly used punctuation marks in Title Tag are:, | and -; Other symbols are advised to be used sparingly.

Reveal the brand

As a brand, the Title Tag must be reflected. For the most common Alibaba, the last Title Tag of all pages is — Alibaba.

If we do not do brand, we suggest that we put the company name or abbreviation at the end of the Title tag of each page, which will appear more formal and improve the trust and click rate of users to a certain extent. Of course, even if the user did not click, but also left an impression on her, easy to follow the marketing promotion.

When adding brands, the usual symbols are – and |, and I prefer the former.

How to write a high quality Description?

the appropriate length

On the desktop side, Google displays a maximum length of 920 pixels for the meta description, which is about 155~161 characters.

On mobile devices, Google’s maximum length for meta description is about 680 pixels, or about 120 characters.

Google’s advice is:

Control the number of characters in the meta description to about 158 ​​characters; important content must be displayed in the first 120 characters!

avoid duplicate Meta Description

Like the Title Tag, different pages have different Meta Descriptions.

If multiple pages have the same Meta Description, Google will dynamically display the content on the SERP.

  • Descriptive

Meta Description is a more detailed description of the page content than Title Tag. In addition to letting users fully understand your content, it is also attractive enough to guide users to click:

For example, the quality of your products is very important, you can write a few years warranty; for example, your products are inexpensive, you can highlight the price concessions;…

Another point is that Meta Description requires reasonable layout keywords, in order to correlate search results,

Google often displays content containing user search terms in Title Tag and Meta Description. If your keyword layout is unreasonable, Google will be more likely to dynamically display page content with keywords to display.

All in all, you need to use Meta Description to let users know what you can offer and give users a reason to choose you.

If you have a Google advertisement, you can look at which of your slogans have a higher click-through rate and the same routine.

  • put an end to the quotes

As long as the quotation marks are used in the meta description, when the results appear in the SERP, Google will truncate the content at the quotation marks.

  • depending on the situation, decide whether to write meta description or not

In order to improve the relevance of search results, the title and description of the search results given by the search engine are extremely related to the search term, or there are words that match exactly, or close variants of the search term.

Although in general, the Meta description we write ourselves will be better than Google’s dynamic settings, in some cases, it is more sensible for us to choose to have Google automatically retrieve the content for display.

This selection requires keyword words based on your page location:

If a web page only targets one or three keywords, then it’s more appropriate to write your own Meta description. Because at this point we can completely write the user’s main search terms in the Meta Description (and Title Tag).

If a page is positioned with more than three keywords, there are even more long tail words. Considering the user experience, we may not be able to write a high-quality Meta Description that covers these words. At this point, it would be more sensible for the search engine to automatically confirm the description to be presented based on the user’s search terms.

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