10 min non-profits should spend on Title optimization for visibility in search

bolded search result example

Example of "bolded" text in search result

Have you noticed when you do your Google searches that some of the words in the result are bold? Isn’t this text more visible to you than any other on the page? Probably, people would click there in first place I guess.

The search engine displays results based on the (key)words you enter in the search box.

Search in google

Once the result is displayed, if it contains web pages, the TITLE of a page is what you see as blue text in the search result and the bolded words are those that “matches” the (key)words you used in your search. Google consider the title of a page to be the single most important description of a page and is therefore the most important place where to use keywords to gain a higher ranking position (quote: SEOMOZ). This means that your “keywords” need to be there, unless you have such a strong brand that your audience would search for your name to find you (because then your keyword should be your brand name). Most of us don’t and we must therefore try to understand how our audience would find us if they were searching for something that we could provide and satisfy their need. What is it that they are looking for that we would be able to help them with? Donation?
Nonprofit work? Support?

Your title is shown in search results

Lets see what you can do to support a better display in the search results of your webpage or blog. There are many other parameters that take you web page to a first-page ranking, but this is one of the simplest one you can definitely implement in less than 10 minutes.

1. Identify your “keywords” and select the most important for you. For what search would you like your donors, support, volunteers to find your site as the top result?

2. Revise the titles of all your webpages, do they include your keywords? Are the titles of the pages different one from the other or have you called them all the same? Adapt the titles of your pages to what the pages contain and the keywords you believe is entered by the users in their search that would take them here. E.g. if your page is about donation to children education and you believe that people may search for those words, compose a title base on this.

3. Compose a title for your webpages that is descriptive (remember Google wants the users to be satisfied with their search so the page must contain what you state it will show in order to avoid high bounce rates).Therefore your pages’ titles are slightly different as the content of the pages varies. Try to think what your audience would write in the search and build that question or sentence into your Title. Piling up keywords will give no good result, so focus on making a proper sentence.

4. Update the TITLE data of your webpage(s).

Meta data Title

Update your title information in the Header code


 A recommendation is to place your most important keyword close to the start of the title as it would potentially ranks better and drives higher click-through, your brand may then probably be part of the ending (unless you want to be found by brand).

Note that there is a limitation; keep the title to less than 70 characters in order for Google to display it fully, if longer Google will add three dots.

Once this work is done, your title will be displayed in 3 places:
a) in the browser as a title of the tab
b ) in the search result
c) as title on external websites (e.g. social media sites)

What titles have you seen when searching that you think are descriptive and optimized?

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