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4.4 Title & description There are two HTML tag whose importance can’t be overstated: the title tag and the description tag. According to Moz, 2018, it is foremost to have unique and accurate meta title and description tags, because they may be the information that the search engines rely upon the most to determine what the page is about. Also, they are the first impression that users get about a page within the SERPs. The title tags are what search engines and other platforms display when they “read” website’s pages. Google, for example, builds out a snippet that includes meta title, meta description, date, and URL. When searchers see the content piece in results, they should be able to garner either a complete or pretty good idea of what it is about (Busche, 2017). To optimize for search engines, it is necessary to use title and description lengths that prevent cut off. Most SEO experts (e.g Moz and Yoast) claim that the ideal title length lies somewhere between 50 and 65 characters and that the focus, or most important, keyword should be at the beginning of the title. Both humans and search engines see initial words first (Busche, 2017). The content page’s meta description is as well important as titles for the visibility in SERP listings. According to Moz, 2017, the meta description are HTML attributes that provide concise summaries of webpages and directly informs searchers what they are about to find when they click a search engine result. SEO specialists recommend keeping the meta description text between 150 and 160 characters long. Although they’re no longer weighed heavily in search rankings, these descriptions can be crucial to improve website’s listings’ number of clicks, increasing organic traffic, which can indirectly affect Oamk’s links’ positions. A tool that can be used to generate previews of Google SERP snippets, containing the meta-title and meta-description is the FREE Google SERP snippet optimization tool provided by TotheWeb.com (To the Web, 2017): 35PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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