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Issue #115: Title Spaces
----------------------------------------------------------------- SearchReturn Discussion List "Understanding Internet Search Technology" ----------------------------------------------------------------- Moderator: Published by: Disa Johnson SearchReturn http://www.searchreturn.com ----------------------------------------------------------------- February 08, 2007 SearchReturn Issue #115 ----------------------------------------------------------------- SEND POSTS: ----------------------------------------------------------------- Refer a friend: http://www.searchreturn.com/subscribe.shtml ----------------------------------------------------------------- .....IN THIS DIGEST..... ----------------------------------------------------------------- // -- ESSENTIAL TIPS -- // ----------------------------------------------------------------- ==> Title Spaces Essentials: There are some special spaces within the title that we will examine next. Webmaster T had an excellent post that raised important issues very related to this series of tips. He noted that words may be weighted past 65 characters by as many as 10 words total. This makes sense, and the take away is that favoring the first 65 characters as a limit will optimize the title. Also raised by Webmaster T is reference to the writing. After all, writing is what you do to populate titles, and the text is paramount to your success both in terms of positioning and in terms of getting the click. To carry this point further, the space where you want to spend considerable time crafting honing your writing skills is in choosing the first three words. The first three words are the ones that users will notice about your listing. If you look at the eye-tracking chart produced by Enquiro, you will see where user's eyes fall on the results page. The logic here is that regardless of whether a search engine algo gives you credit for this or not, it is highly likely that these words will be most resposible for you getting the click. http://www.enquiro.com/eyetrackingreport.asp The other important point about these words with regards the chart is a more elusive piece of logic found in the little spot where the search field on the previous page resides. Users eyes are delayed a time after the query resulting in that spot, an anomaly in the research. This reinforces the point that search engines know users are looking for the keywords they used in the query and will increase the information scent with bold face to provide a better query experience. That alone is important as we described in the last installment. If you also see what Enquiro calls the "golden triangle," you can conclude that the first three words are by far most important since they cover that hot spot area. The three word tip can be considered general advice, since four short words might also cover the hot spot. However, three words are important to your process as you will see. The process is one of writing. Since you must obviously place keywords to be effective, choose from your most important words and try to think of a three word combo. Back in year 2000, I was showing this to James Gunn (now with IntraPromote). He called it the "power-combo," as useful descriptive. Basically, using three words as your guide, you should easily be able to create a power combo from among the most important words. Simply think of it as your title writing puzzle to solve. The combo should consist of words that can be combined in as many conceivable orders as possible, (hence combo), so that if they are interchanged they still have value. This technique takes great advantage of the proximity measuring in the search engine algo. If by interchanging the words the phrases still makes sense in all directions, even if dropping to a two-word search phrase from positions 1 and 3, you concentrate the keywords in the power position. This tip can produce many positive things for well-written listings, including extra ranking power, matching keywords for information scent and even assistance by search engines that will use bold face type. The extra ranking power comes from two angles, the first being that the power-combo is in the front of a tag that should get more juice the closer to the front your words appear, and the second angle being that when written purposefully it will strike the right chord with the proximity part of the algo. This remains true even when search words and phrases are used completely out of order. Remember to deliberately target a combo that makes the best use of the most important keywords however they are to be searched. The matching keywords provide information scent for the user, and if the best words are chosen, they should contain enough meaning to qualify for their clicks. This helps you benefit from the rankings you achieve. Finally, to assist the search process for the user, search engines have been known to put extra weight on the first word, (Altavista did that), and the first words still should get special treatment for ranking. They may apply a fall-off power spectrum where the power makes it's way from the front to the back of the title where the least power resides. Even if Google treats the first ten words identically, the other reasoning behind this tip still works and consider that all search engines like to differentiate from one another. ----------------------------------------------------------------- Stay Tuned. 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