SEO Management

4Semantic SEO, Editorial and Copywriting

4.1. Optimization of the title tag

The <title> tag is the tag that would have the most influence in terms of impact on SEO. This is the title of the search result extract that you see in search engines.

For all search engines (Google, Baidu, Yandex, Naver, Yahoo! Japan, etc.), this tag is strategic, because it must provide the answer to the search or the request that an Internet user makes in the search bar.

In HTML code, the <title> tag is presented in the form detailed in Figure 4.1.

Figure 4.1. HTML <title> tag. For a color version of this figure, see www.iste.co.uk/duong/SEO1.zip

The title is the place where we must put relevant information in response to Internet users’ search requests. It is also in this area that we must insert one or two strategic keywords. Keywords are often those that are selected when analyzing keywords.

It is also possible to connect directly to online tools such as Google Keyword Planner or Google Trends¹ to see if the selected keywords are searched or popular (monthly search volume) and deserve to be placed in the <title> tags of web pages.

Figure 4.2 provides an overview of the <title> tag displayed in Google.

Figure 4.2. The title displayed in Google

It is possible for Google to rewrite the <title> tags ...