Optimum title and description meta tag length

[gdavies09031977]

Hi all,

I have read that a title tag and description tag length of 69 and 156 characters respectively, should be used as this is all that Google will show in the search results, but that search engine robots will read longer titles and descriptions and additional characters will have an effect on ranking algorithms.

However, is there any SEO benefit in making title and description tags longer to include more keywords to aid ranking, even though the latter part won't be visible in the results.

I have read elsewhere on this forum that there may be concerns with regards to keyword dilution, but what about keyword reinforcement, i.e. by a repetition of the main keyword at the end of the title/description (I mean in a readable manner here, not 'stuffed')?

Thanks in advance,

Gareth

[StoresDirect]

I know that Google will index longer titles, so I suppose you could use extra characters to increase instances of keyword use. If there is little keyword use elsewhere on the page I can see this affecting rankings due to reaching a certain level of keyword use for the page overall. However, I've never heard of there being an advantage to placing your keywords anywhere other than the beginning. Ranking algorithms are well-kept secrets and subject to change, but the commercial interests of the search engines lie with striving to present the best responses to search queries. I think it likely that search engines will strive to present results based on what is visible to site visitors as this is the information which will fulfil visitor needs, and they will strive to avoid presenting pages which appear to use deceptive techniques. If the page text has adequate and appropriate keyword use you wouldn't need to play with extra long titles and descriptions. If the page text doesn't have adequate and appropriate keyword use then excessive length and keyword use in meta titles and descriptions could be interpreted as deceptive.

[SuperlativB]

I have found that a page actually droped after I shortend the length of the title. And I have come across times where I have achived a better rank with a (too long long-tail) title.

Whats best for the engine I dont know.

[gdavies09031977]

Thanks for the reply. I understand what you are saying regarding the good construction of the title an description to be focused towards human readers and maximise click-through.

However,what I am asking is slightly different, i.e. once you have done that and constructed those perfectly marketed visible 69/156 characters, is there an opportunity to further enhance search engine ranking by utilising additional characters that the search engines don't display, but that the search engine robots look at and factor into ranking algorithms?

[StoresDirect]

Good meta titles and descriptions can help your CTR - they should sell the idea that the site is worth a visit. As far as I'm concerned I want a good ranking, but once I've achieved visibility I want the click. For that reason I write meta titles and descriptions to get the click:

• within limits of what Google will display
• prominent use of main keyword
• written to make sense to a human reader
• mentioning of other important selling points relevant to conversion - as I work on retail sites this is things like free delivery and phone ordering facilities

As far as on-page work is concerned there are plenty of other ways I can support ability to rank, but no other simple on-page measure has quite the same potential to affect click-through for the sites I work on.