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In search engines you have two types of listings - paid and organic. Paid listings are there because a company paid to have their ad whereas organic listings as the name suggests is there because it earned its way there as per search engine algorithm. The organic listing primarily consists of three elements: Title, URL and Meta description. All three elements are taken from your website, but search engines reserve the right to override the information if they think that their version is better. By optimizing these three elements you increase the chance that your version will be shown and if optimized correctly you can attract more visitors even if your listing is at a lower positions.
Title is the click-able part in organic search. This tag is located in the head area of the page (between <head> and </head> HTML tags) and is displayed in the Internet browser tab.
Description or Meta Description as the Title tag is located in the head area of the page and is not visible to the user on the actual page.
Uniform Resource Locator or URL for short is the web address for each page. It is also displayed in the address bar of the Internet browser when the page is opened.
There are two types of fonts - ones where every character has a fixed width (also called monospaced font and fonts where every character has a different width. Search engines such as Google use the later - variable-width fonts which means that you should optimize against the length of the content and not the number of characters. It's also worth mentioning that the length of the characters in variable-width fonts extends if the character is in bold.
The shortest visible Title tag will be 30 characters long, before it's concatenated. The shortest description tag will have 84 characters.
The longest visible Title tag however will have 128 characters with the description tag having up to 340 characters.
Front-end developers (HTML, CSS, JS) will know this too well, but different browsers on different operating systems (Windows, Mac) will interpret and show content differently. This also applies to fonts which means that the same text might be shown in full on one browser, but concatenated on other. During our tests the Title tag seems to be the same across all main browsers, but Description text is displayed differently. As you have understood by now - creating a PERFECT Title and Meta description is impossible - the aim nevertheless should be to create a next to perfect organic listing.
Always think about user first and the search engines second. If it doesn't provide value, you probably are not doing it right. Start with deciding what target phrase the page in question is targeted to rank and enter it in the "target phrase" field. Then write the Title, Description and, if possible to change, URL using the short best practice guide below. Once you're done press the blue "Copy" button and all the information will be copied so you can go to your favorite editor and paste it there.
A short sentence that includes the target phrase of the page (preferably at the beginning) and if there is any space left then also include your brand name at the end.
Description of the page in more detail listing the main benefits that users would get from visiting the page. Include action phrases such as “find out more”, “see for yourself” and other.
Short and descriptive using dashes to separate words. URL should mirror the website structure so that users can understand what the page is about just by looking at the URL.
This tool was created to make it easy to create and check organic listings both for beginners and seasoned professionals. There are three tabs the first tab (which you're currently on) - "Single" - is great when you need to create one listing, "Mutliple" tab is for when you are working on a project and need to craft Titles and Descriptions for multiple pages and "Evaluate" when you need to see what's the quality of already created listings. In all three tabs you have export functions that copies the information in the operating memory (think Ctrl+C) so all you need to go and paste it in Excel or similar program (instead of copying every field separately). If you have ideas on how to make this tool better, please, click on the button in the main navigation called "Make it better" and submit your idea. If it provides value and is applicable for the majority of users, it will be implemented.