As you may know, one of the most significant benefits to regular blogging is the impact it can have on your search engine optimization (SEO) efforts. As you continue to offer your readers useful, informative content, you can boost the search rankings of your web pages and give your law firm greater visibility in a competitive digital environment.
To that end, there are numerous SEO practices you can use to improve your blog’s search rankings. Today we are going to focus on two of the first elements of a blog post you will need to consider: the title of the page and the headline of the blog post.
Optimizing the title tag
The title tag is what appears in the search engine results (also referred to as the page title). It’s that first line of blue text your potential clients will see when they discover your content in a Google search. What most beginners don’t know is that they have some say in what appears in the title tag. If you have access to the back-end of your site, you can go into your platform — whether it’s WordPress, Sitefinity or another platform — and edit it.
When editing your title tag, try to abide by whatever character limitations are in place. You also want to make sure you have relevant keywords in the title (typically near the beginning), as these help make the listing more relevant for both search engines and users. Keep in mind that Google still has the final say on what appears in the search results and may modify your tags to better fit the searcher’s needs. But typically, if your title tag is pertinent and informative, Google will use it.
While optimizing your blog posts is extremely important, you should never stuff the title tags with keywords, as doing so could lead to Google penalizing your page. That’s certainly a situation to avoid whenever possible.
Optimizing the page headline
The headline is the title of the page on your actual website — not in the search listing. When it comes to blog content, this is the title of the specific post you are publishing. The headline should give your readers a good idea of what the blog post is all about.
The best blog headlines should be both informative and have SEO value. Consider the main topic of your post and insert a relevant keyword into the headline. Again, try not to go overboard and stuff keywords here.
It’s important to recognize that the purpose of your page headline is different than that of the page title. Although you want to have a page title that’s compelling and will draw clicks from external sources, your headline should give an accurate overview of what readers will find within the content that follows. Thus, your page title and page headline may be different from one another.
Both your title tag and page headline offer opportunities to create first impressions of your content and your firm, and they are important tools to attract more readers. Although the bulk of your attention will be on the body of your blog post, you should certainly give due attention to these two elements, as they can positively impact your search rankings and the number of people who find your content online.
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