UX Writing Challenge 1: Write Title Tags and Meta Descriptions
Write title tags and meta descriptions that a Vitamin Company uses to rank and increase conversions on search engine result pages (SERPs).
Scenario
An elderly user is scanning a search engine result page (SERP) on Google Search to buy Vitamin D.
Guiding Principles
- Title case title tags
- Include business name at the end of title tags
- Include relevant keywords
- Front-load keywords
- Use 30 to 60 characters for title tags
- Use 70 to 150 characters for meta descriptions
- Use typographical symbols (e.g. parentheses, dashes, pipes) to improve readability
- Write compelling titles and descriptions that entice users to click
Task 1
Write a title tag and meta description to promote a vitamin D subscription that’s delivered to customers’ doors every 60 days. Convince users to subscribe.
Assumptions
Elderly users are motivated by health benefits, free shipping and a satisfaction guarantee.
Writing
Task 2
How would the title and description change if the user was a college student?
Assumptions
College students want to meet their personal goals with a mission-driven company that creates ethically sourced products.
Writing
Task 3
How would the title and description change if the product was for adult diapers?
Assumptions
People buying adult diapers are searching for comfort, protection and discreet shipping.
Writing
Final Thoughts
Title tags are one of the most important on-page ranking factors that search engines use to understand a page’s content. If they’re missing or don’t accurately describe a page’s content, search engines will create their own titles and descriptions.
To rank higher on search engine result pages (SERPs) and entice users to click — tags and descriptions should include multiple keywords and be written similar to sales copy.
This challenge was originally published on Jeff Shibasaki’s website.
