Organic search engine optimization tips
The page title should contain your keyword and be an attractive, interesting page title that describes your content and evokes curiosity.
Add your keyword to the meta description
The meta description is a summary of your page is about which doesn’t appear on your actual website. In other words, your actual human visitors can’t see the meta description on your website, only the Google bot can. Your visitors do see the meta description in the Google results, however. Google usually displays your meta description below the page title in the search results. Also remember that this description is limited to 156 characters.
As with the title, you do want to put your keyword in there, but what’s more important is to make the description attractive and compelling, so that people will be inclined to visit your site when they see it in the search results.
You in the SERP- Example
The three factors we’ve looked at above are all part of how you appear in the SERP (search engine results pages). It’s very important to optimize this aspect not only for the Google bot, but also for human visitors. Consider this example illustrating a good and bad example of what a site selling fishing gear might look like in Google:
Fishing gear | fishing rods | fishing deals
Here we see an all-too-common attempt to optimize for several keywords on one single page. The title isn’t enticing at all, as it’s simply a collection of keywords. The same goes for the meta description, which is just a list of keywords. Finally, we have an unappealing URL to add to the mix.
Find the best fishing gear deals for your next weekend right here!
Here, we still have the keyword in all the right places, but we’ve also got an interesting and inviting title, a short, memorable URL and a description that is actually descriptive.
As I’m sure you can imagine, the second example will be much more likely to get people to click through and actually visit the site, when it shows up in the SERP.
Both of the above examples are fictional and not taken from actual websites, by the way. But all you have to do is some random Google search to find various good and bad examples of results optimization.