Page Title (Title Tag): The First Thing Google Sees
The clickable headline you see in browser tabs and Google results is called the title tag. It answers the question 'what is this page about?' for both Google and visitors. The ideal length is 50-60 characters; anything longer gets cut off. Place your target keyword as close to the beginning as possible and add your brand name at the end — for example, 'Ankara Web Design Services | Adorb'.
Meta Description: The Summary That Boosts Click Rates
The two grey lines of text beneath a result title in Google search are the meta description. Google does not use it as a direct ranking factor, but users read it to decide whether to click. Stay within 150-160 characters, include a call to action, and state the page's concrete benefit. If you leave it blank, Google picks a random snippet from your content — and that rarely works well.
- Use only one H1 per page — it defines the page's main topic.
- H2s mark main sections; H3s mark sub-sections within them, like chapters and sub-chapters in a book.
- Include your target keyword naturally in at least one H2.
- Use headings for content hierarchy, not just to make text look bigger.
- Google scans heading tags to understand a page's structure; a disordered hierarchy causes confusion.
Content Quality and Originality: No Copy-Paste
Google's Helpful Content system essentially asks: 'does this content genuinely help a real person?' Content copied from other sites, thin and surface-level text, or keyword-stuffed filler paragraphs won't push you up — they'll push you down. Give each page one clear question to answer, and answer it with concrete, original information. A real example from your industry, a real number, or a real experience sets your page apart from competitors.
- Keep URLs short and readable: /services/seo-consulting, not /services/page1.php?id=32.
- Avoid Turkish special characters (ş, ğ, ü, ı) in URLs; use their Latin equivalents (s, g, u, i).
- Add alt text to every image; the text should briefly describe what the image shows.
- Don't force keywords into alt text — describe the image first.
- Name image files meaningfully too: seo-service.jpg, not IMG_3847.jpg.