While the Title tag is actually your site's title in the SERPs, the Description (another HTML meta element that can be updated in the site's code but not appear on the page) is actually additional advertising for the site.

Google takes some liberties with what to display in a snippet, so your meta description may not always appear. Instead, Google's crawler can rip out the piece of content that it thinks best matches the description of the page.

But if you can write a compelling page description that convinces people to click on the link, you can significantly increase traffic to your site. (Remember: appearing in search results is only the first step! You still need search engines to come to your site.)

Once you have a list of keywords, the next step is to embed targeted keywords into your site's content. Each page should be focused on the main query or group of queries.

Let's look at a few important basic page elements that are essential if you want to drive targeted traffic to your site:

Title

This tag helps search engines understand the actual meaning of the page, what it is about, and also recognizes the queries you want to rank for. And this is the most effective place to place your keywords. But do not forget that Yandex and Google still punish aggressive and manipulative use of keywords.

The Title tag is not the main title of your page. The title you see on the page is usually an H1 (or possibly H2) HTML element. The Title tag is what you see at the very top of the browser, and it's populated with the page's source code in the meta tag:

The length of the title that is shown on Google will vary (it's based on pixels, not character count), but 55-60 characters on average is the ideal size in practice.

In the case of Yandex, the optimal length of the Title tag is 65-70 characters. In this case, the length and occurrence of the key query that makes up the title text plays an important role.

When compiling the Title, remember that this is what the user sees in the search results, what gets into the snippet.