Optimizing your site’s “tags” is an SEO basic, and while perfectly optimized HTML titles and META description tags are not going to make your auto parts ecommerce site rank #1 on Google, they can definitely help your site. Updated tags can improve rankings, and they’ll also help you generate more clicks from Google and Bing search results. Here’s what you need to know about optimal tags for auto parts ecommerce.
What Makes A Good Title Tag?
Title tags really have two functions:
- They need to “get the click” on the search engine results page
- They need to include the target keyword(s) for the page
In terms of #1, your page’s title tag is usually what Google and Bing use for your page’s listing in search results:
So, to that end, your title tag should make a promise that appeals to the person searching, as well as your brand name and the searcher’s keyword(s).
In terms of function #2, a title tag should include the target keywords for the page. If you’re trying to optimize your page for the search term “BMW replacement parts,” that term should probably be in your page title.
Some good rules of thumb:
- “Map” out your page keyword targets, then write title tags to match
- Make sure the title tag includes your brand name
- Keep your title tag short (67 characters or less), and think about making a punch headline
- Don’t go crazy with keywords – one good phrase like “BMW replacement parts” is enough
What Makes A Good META Description Tag?
As our screenshot above shows, the META description is the text that usually* goes below your title tag in search engine results. This text should be more like an advertisement than anything else, and generally speaking the best META description tags have the following features:
- They feature the target keyword(s)
- They make some sort of promise
- They mention your company’s unique selling propositions (e.g., huge inventory, fast shipping, great prices, etc.)
- They include a call to action like “learn more” or “order online today”
In terms of length, the recommendation for years has been to keep it to 160 characters or less. However, Google has recently opened up META description length recommendations to as much as 320 characters. Still, until all other search engines use this longer description, 160 characters (or a bit less) is best.
*We say “usually” because Google doesn’t always use the META description tag you provide with your site.
What Kind Of Benefit Can Your Site See From Updated Tags?
While every site is different, it’s best to think of updating your site’s tags as an incremental marketing task. With some exceptions, a perfect set of tags isn’t going to spring a site from ranking #25 to #2. More likely, updated tags will help Google and Bing better understand your site, and perhaps help you rank a touch higher on pages that are already ranking.
Still, even incremental gains can work out to big dollars down the road. And considering the simplicity of updating tags, there’s no good reason not to prioritize this task.
Finally, be sure to download our free guide Auto Parts SEO For Executives for more info about SEO.