Month: March 2024

SEO Title: 12 tips for creating an effective title
In terms of content marketing or inbound marketing, the content of a web page takes on an almost decisive importance by virtue of the objectives set by SEO .

The quality of the content also plays an important role from the point of view of user experience and conversion.

In this article we talk about one of the elements of a web page’s content, the title.

In particular, we will see how to create one that can be valid at an SEO and SEM level.

Table of Contents
What is the SEO title

The SEO title is the title that appears in search engine results, such as Google, when a user performs a search.

It is one of the most important elements for the visibility and positioning of a web page, because it helps both users and search algorithms to immediately understand what the content is about.

Unlike the title visible on the page (which can be an H1), the SEO title is inserted in the tag of the HTML code and it is essential that it contains relevant keywords to promote a good ranking.

An effective SEO title must be clear, captivating and not exceed 55-60 characters, to avoid being cut off in the search results.

Furthermore, for a better SEO performance, the title must have a minimum of five words.

Free Tool: Write and validate your SEO title.

The importance of the title

Websites are editorial products.

The best definition of headline that can be given in this context, in my opinion, is the one properly used in the world of journalism .

The title consists of a short text that introduces an article and which incorporates the essential contents of a news story.

This applies in general to the article in a paper newspaper and to each page of a website.

Newspaper headline

On a web page the title contains the main keyword or key phrase of the content.

Generally the titles appear in larger fonts than the others used within the post or web page.

Both on the web and in a paper publication the title can be followed by a subtitle, a short description and keywords (still used in scientific publications).

Further specific elements of the web page are the meta tags (title and meta description).

Why the title is important for web marketing

The title of a content is relevant in all areas of web marketing. For example:
- in SEO to position a certain content on search engines,
- in SEM (think of the titles of an ADS ad)
- in social media marketing (the title of a Facebook or Instagram campaign post).
The Title in SEO

For Search Engine Marketing (SEO) the title represents one of the on-page positioning factors.

A web page normally contains two titles which do not necessarily have to be the same:
- title enclosed in the <title> tag: it is the one seen by the browser and search engines
- title enclosed in the <h1> tag: present within the web page and seen by users.
The title <title> tag what it is and how to optimize it

title tag

The <title> tag is an HTML element that specifies the title of a web page. It is enclosed in <head></head> tags.

Code example
```
<head>  <title>This is the title</title> </head>
```
This title is eligible to be found by Google crawlers and become an integral part of the snippet of a search results page.

When we search for a keyword on Google, the search engine returns us a page with 10 organic positions on which titles, descriptions and links are displayed .

It can be understood, therefore, that the title must be designed first of all for visitors: they are the ones who will have to "click" on the title of the snippet to enter your website.

It must then be designed for search engines who must understand well what we are talking about.

After posting an article on social networks, the title becomes the most important part of the social content.

12 tips for creating an effective title

how to create an effective title

1.Title length

It is advisable to respect the character length that Google and other search engines reserve for the snippet title.

Google typically displays the first 50-60 characters of a <title> tag.

An unnecessarily long title will be cut off in the snippet and will be incomplete and not fully understandable.

I usually use this trick: I try to make a title no longer than 60 characters and putting at least 5 words in it and no more than 12.

For example, the title of the article you are reading is " SEO Title: 12 tips for creating an effective title ". In this case the title is made up of 53 characters and 9 words.

2.Don't try to cheat

It is necessary not to try to cheat: often thinking about Google, we try to create complex titles with little relevance to the text which have the opposite effect on the desired positioning.

3.Make short but meaningful titles

The title must be sufficiently clear, concise but at the same time significant of what the page is about.

4.Try adding the element of persuasion

The title must be sufficiently persuasive. Since it appears in search engine snippets, the persuasive element could help people click through to your website.

Example normal title: Learning web marketing

Persuasive title example: Do you really want to learn web marketing? That's how.

5. Avoid keyword stuffing

Furthermore, it is bad SEO practice to repeat the main keyword several times in the title. But it works! You might say... sure, sometimes it works well but the visibility that keyword stuffing brings doesn't last long.

6. The main keyword at the beginning

When building the title it is important to put the main keyword at the beginning. Below are the secondary keywords. In fact, it is good for the user to understand at first glance what we are talking about.

7.Use the pipe

Use the pipe: The “|” pipe it is a separator that divides the title into two distinct parts also in the eyes of the search engine and could be important to give a greater user experience.

8.Make a different title for each page

Often different pages are made with similar titles containing keywords considered important.

The rather erroneous belief is that repeating the same keywords on multiple pages improves the site's positioning.

Unfortunately this is not the case: you only risk confusing visitors and search engines. So if your website has one hundred pages, each page needs to have a different title.

9.Use the brand sparingly

Is it good to put the brand in the title of the web page? It's a good question. Google does not advise against it. Personally, I would evaluate on a case-by-case basis:
- home page: yes
- service page (e.g. about us): yes
- blog page: not always, to be evaluated. Consider that the brand "steals" available characters from a clearly visible title on the snippet of a Google search page.
10.Question and answer

When possible it could be useful to create a title with a question that intrigues the reader to read the content that constitutes the answer.

11.Advantages and benefits

indicate in the title the advantages that the visitor could have, for example. by purchasing a certain product or service described on the page.

12.Use figures

More and more often numbers are used in titles like “10 ways to make an effective title for SEO”.

Some advice is provided directly from the Google Search Console help here .

The title <h1> tag

The HTML <h1> title tag is a heading tag and is used for the title of a page or post.

This is the first visible heading on the page and is typically the visible title of the article.

In a web page the h1 tag can be followed by other headings which will be tagged as h2, h3, h4, h5 and h6.

They break the text of the document into smaller parts.

This title also has great importance for SEO. There can only be one h1 tag on a web page.

Example h1 tag code
```
<h1>This is the heading of the article</h1>
```
Differences between the <h1> tag and <title> tag for SEO

The title tag is shown on the search results page as the snippet header.

The h1 tag is displayed to readers of the article or post on the web page.

The title tag is shown in the SERPS (search engine results pages). It is used as the main snippet heading in search results. It also represents a strong signal to crawlers about what the web page is about.

The importance of the h1 title for SEO

The h1 tag is also a signal for search engines.

It helps to better understand what the document is about as well as to a lesser extent the other h2…h6 headings.

Heading tags make the text they contain larger than the normal text on the page.

Users immediately understand that this is important text and also better understand the type of content reported under the header.

The use of headers is well regarded by search engines because it improves the user experience in using the content of the web page.

The H1 tag may be different or the same as the page title

However, many SEOs prefer to provide two different titles:

– one in the <title> tag for search results

– one in the <h1> tag visible to readers and among the most used plugins in WordPress for this effect is Yoast SEO.

Often the difference is using the main keyword in the < tag> tag and a related (or long tail ) word in the <h1> tag.

This is not always a correct solution and the SEO consultant will have to evaluate on a case-by-case basis by referring to the purpose of the web page.

Even for h1 tags it is recommended to use short and descriptive texts at the same time, allowing for a maximum of 60 characters.

If you need to specify further you can follow the main heading with a second h2 heading or better yet, a bold paragraph.

Google recommendations on h1…h6 headings

As we did some time ago, we summarize the salient points, referring the reader to the source :
- Create a hierarchical structure: Using headings with different sizes in order helps you create a hierarchical structure for your content. This helps users navigate the document more easily.
- Use headings on the page sparingly
- Do not insert text in heading tags that is not useful for defining the structure of the page.
- Don't use heading tags where other tags, such as and , would be more appropriate.
- Don't incorrectly switch between header sizes.
- Don't use an excessive number of heading tags on a page.
- Don't write very long headings.
- Don't use heading tags just to style text and not to present structure.
Create a title for a landing page

SEOs often use landing pages to offer the user who lands an action which, once completed, generates a conversion.

The title is certainly among the most important elements of a landing page and the call to action contained in it. The Title and any subtitle must be fascinating and provoke persuasion.

Often the title is posed in the form of a question and answer, giving the visitor the feeling of having found the right place to solve their problem.

Create a title for social networks

When we share a post on social networks, the title of the article is the first thing after the image that appears in the opengraph.

So also in this case you need to pay attention to effective titles for your posts by working on the copy.
27 March 2024
Google concludes the March Anti-Spam update

The main update continues

Google recently announced the conclusion of the update aimed at combating spam, focusing in particular on content generated through artificial intelligence, the abuse of expired domains and the abuse of authority.

At the same time, the major update of the search engine continues to be implemented, which includes the evaluation of “Useful Content” within the core algorithm. This latest update is expected to take several more weeks to complete.

The Spam Update: details and impacts

The anti-spam update, which began on March 5, took approximately two weeks to complete. It has focused on large-scale content production, abuse of expired domains, and abuse of domain authority.

Google confirmed the update’s completion on March 20, through an update on its Search Status Dashboard.

This update introduced three new spam policies that target content production abuse, expired domain abuse, and site reputation abuse. While the first two policies were put into effect immediately, the policy regarding abusing the site’s reputation will be effective starting in May.

Preliminary data reveals significant gains and losses across various domains, with some sites completely removed from Google’s search index.

Studies indicate that 100% of deindexed sites had signs of AI-generated content, with half of these sites having 90-100% of posts created by AI.

The main update: what to do in the meantime?

While the anti-spam update is now complete, the main update, which started in parallel, is still ongoing. Google has indicated that the latter will take a few more weeks to complete, integrating the “Useful Content” evaluation into the central algorithm.

In this transition period, SEOs and content creators are advised to focus on creating original, high-value material.

21 March 2024
Instagram overtakes TikTok: the battle of Social Apps heats up

In a recent development in the social app world, Instagram has achieved significant success by surpassing TikTok in the ranking of the most downloaded apps globally. This milestone marks a significant shift, as TikTok had maintained the lead since 2018. According to an analysis by Sensor Tower, cited by Ticinonews, Instagram experienced a 20% increase in downloads in 2023, reaching 767 million downloads worldwide. Conversely, TikTok recorded a 4% increase, with 733 million downloads.

Instagram’s success has been attributed to the popularity of its short video feature, known as reels, which directly emulated TikTok. This format has particularly caught the attention of younger audiences, thus aiding Meta’s app in regaining ground among new users. On its part, TikTok is not only facing increasing competition from Instagram but is also grappling with political challenges, especially in the United States, where concerns over its Chinese ownership have raised national security issues.

Despite these developments, TikTok remains a strong competitor, with user engagement significantly higher than Instagram’s. TikTok users spend an average of 95 minutes on the app, substantially more than the 62 minutes on Instagram. However, Instagram recorded an increase of 13 million monthly active users in the fourth quarter of 2023, reaching 1.47 billion, while TikTok saw a slight decrease of 12 million active users, settling at 1.12 billion.

In response to the mounting pressure, TikTok might explore new strategies to maintain its relevance and growth. Rumors suggest that the Chinese app is considering launching a new platform called Photos, in direct competition with Instagram and its focus on images.

The situation is further complicated by increasing scrutiny from U.S. regulators. The American House is considering a measure that would require ByteDance, TikTok’s parent company, to sell the app within six months or face a potential ban in the United States. “We must ensure that the Chinese government does not use TikTok as a weapon against American users,” stated Congressman Steve Scalise, highlighting the political tension surrounding the app.

As Instagram and TikTok continue their battle for supremacy in the social landscape, future developments will be crucial in determining how these platforms evolve and respond to the ongoing challenges.

14 March 2024
WooCommerce: Add custom fields with ease
Guide to adding custom fields via WordPress code and plugins

Adding fields in WooCommerce allows the website to collect additional information from customers, improving the shopping experience and order management.

This guide will explore how to add custom fields in different areas of WooCommerce: at checkout, in the user account and in the registration form.

Add fields to your WooCommerce checkout

It is possible to add fields to the WooCommerce checkout using the woocommerce_checkout_fields filter or a dedicated plugin . Below is an example of php code to add a custom field:
```
add_filter( 'woocommerce_checkout_fields' , 'custom_checkout_field' );

function custom_checkout_field( $fields ) {
    $fields['billing']['custom_field'] = array(
        'label'     => __('Campo Personalizzato', 'woocommerce'),
        'placeholder'   => _x('Inserisci il dato', 'placeholder', 'woocommerce'),
        'required'  => true,
        'clear'     => false,
        'type'      => 'text',
        'priority'  => 22,
    );
    return $fields;
}
```
Add fields in WooCommerce account

To add custom fields to your user account page, you can take advantage of the woocommerce_edit_account_form filter . Here’s how you could do it:
```
add_action( 'woocommerce_edit_account_form', 'custom_user_profile_fields' );

function custom_user_profile_fields() {
    ?>
    <p class="woocommerce-form-row woocommerce-form-row--wide form-row form-row-wide">
    <label for="custom_field"><?php _e('Campo Personalizzato', 'woocommerce'); ?>&nbsp;<span class="required">*</span></label>
    <input type="text" class="woocommerce-Input woocommerce-Input--text input-text" name="custom_field" id="custom_field" value="">
    </p>
    <?php
}
```
Add fields to the WooCommerce registration form

Adding fields to the registration form requires the use of the woocommerce_register_form filter . Below is an example of how to modify the file by adding a field:
```
add_action( 'woocommerce_register_form', 'add_custom_registration_fields' );

function add_custom_registration_fields() {
    ?>
    <p class="woocommerce-form-row woocommerce-form-row--wide form-row form-row-wide">
        <label for="reg_custom_field"><?php _e('Campo Personalizzato', 'woocommerce'); ?><span class="required">*</span></label>
        <input type="text" class="woocommerce-Input woocommerce-Input--text input-text" name="custom_field" id="reg_custom_field" value="<?php if ( ! empty( $_POST['custom_field'] ) ) echo esc_attr( $_POST['custom_field'] ); ?>" />
    </p>
    <?php
}
```
Save custom field data

Regardless of the location of custom fields, it is critical to save the data entered by users.

This can be done via the woocommerce_checkout_update_order_meta hook for the checkout fields, woocommerce_save_account_details for the user account fields, and woocommerce_created_customer for the registration fields.
```
add_action( 'woocommerce_checkout_update_order_meta', 'save_custom_checkout_field' );

function save_custom_checkout_field( $order_id ) {
    if ( ! empty( $_POST['custom_field'] ) ) {
        update_post_meta( $order_id, 'Custom Field', sanitize_text_field( $_POST['custom_field'] ) );
    }
}
```
Implementing custom fields in WooCommerce can significantly enrich data collection and improve order management, leading to higher customer satisfaction and improved operational efficiency. Use code appropriately and always test changes in a staging environment before applying them to your live site.

Add custom fields with plugins

Adding custom fields in WooCommerce can also be managed through the use of plugins, which offer a more accessible solution for less code-savvy users or for those looking for a quicker and more intuitive way. Plugins allow you to extend the functionality of WooCommerce without having to write custom code. Below, we’ll explore how to use plugins to add custom fields in different areas of WooCommerce.

1. Add Fields to Checkout with Plugin

WooCommerce Checkout Field Editor is one of the most popular plugins for customizing checkout page fields. With the checkout field editor plugin, you can add, delete or edit fields on the checkout page. Here’s how to use it:
- Install the plugin and activate it from the WordPress Plugin Directory.
- Go to WooCommerce > Settings > Checkout Fields.
- Here, you can add new fields using the plugin interface. Choose the field type, enter labels and decide if the field is required.
- Save your changes to apply them.
2. Add Fields to User Account with Plugin

WooCommerce Edit Account Page allows you to easily customize your user account page by adding custom fields. After installing and activating the plugin:
- Access the plugin configuration via the WooCommerce menu.
- Follow the instructions to add new fields to your user profile page.
- Configure the settings for each field, as required or optional, and save.
3. Add Fields to the Registration Form with Plugin

To add custom fields to the registration form, you can use Profile Builder – User Profile & User Registration Forms. This plugin is not specific to WooCommerce but is fully compatible and offers the flexibility to add fields to the WooCommerce registration form:
- After installing and activating the plugin, go to Profile Builder > Form Fields.
- Here, you can add custom fields that will appear on the registration form.
- Configure each field as per your needs and save your changes.
Saving and Managing Custom Field Data

Most custom field plugins in WooCommerce will automatically save data entered by users into custom fields, without the need for additional code or components. Additionally, they offer options to view and manage this data in the WordPress backend, making it easy to manage orders and user profiles.

Conclusions

Using plugins to add custom fields in WooCommerce is a practical and accessible solution that can greatly simplify the process of customizing your e-commerce site. Whether you want to collect additional information during checkout, improve user profiles or customize the registration form, there is a plugin that can meet your needs. Always remember to test each new feature in a staging environment before applying it to your live site to ensure the best possible experience for your customers.
12 March 2024
Google Jobs. Job and career opportunities at Google

Google has long been synonymous with innovation. Founded in 1998, this company has revolutionized the way we use the Internet, creating products and services that have a tangible impact on the lives of billions of people worldwide. But what does it mean and how is it to work in a company like Google?

Company Culture: Google’s company culture is legendary. For years, the company has consistently been ranked as one of the best places to work in the world. This is because Google encourages creativity, autonomy, and innovation. The work environment is informal and stimulating, with open spaces, relaxation areas, and game rooms to encourage collaboration and interaction among employees.

Growth Opportunities: Google is a place where people can grow and develop their skills. The company offers a wide range of professional training and development programs, ranging from internal classes to online training courses. Additionally, working in a company like Google puts you in contact with some of the best talents in the industry, giving you the opportunity to learn from others and grow professionally.

Exciting Projects: One of the most exciting things about working for Google is the opportunity to work on stimulating and innovative projects that have a global impact. From researching and developing new technologies to optimizing existing services, every employee has the opportunity to contribute to projects that can change the world.

Diversity and Inclusion: Google is committed to creating an inclusive and diverse work environment, where people of all backgrounds, genders, and origins can feel welcome and respected. The company promotes diversity through targeted recruiting programs, career development initiatives, and an open and welcoming work environment.

Company Benefits: Google offers a range of benefits to its employees, including competitive salaries, health insurance and retirement plans, generous paid vacation days, assistance for continuous training, and much more. Additionally, the company promotes a healthy work-life balance, offering flexibility and support for employee well-being.

How to work at Google? Google offers an updated page with all job and career opportunities at the Mountain View company for all locations worldwide (including Milan).

Here is the link for job applications offered by Google By using the search filters, you can apply for any opportunity and location where skills are required.

In conclusion, working for Google is not just a job opportunity, but an experience that can redefine your career and your life. With a stimulating company culture, innovative projects, and a commitment to diversity and inclusion, Google offers a unique work environment that attracts the best talents from around the world. If you are looking for a professional challenge and want to make a difference in the world of technology, Google could be the right place for you.

5 March 2024
Elon Musk Goes to War with Google: A Battle for the Future of Artificial Intelligence

Elon Musk has found a new target for his critiques: Google. The magnate is becoming increasingly vocal against the tech giant, particularly following the launch of Gemini, Google’s AI generator, which has sparked considerable controversy.

Since Gemini’s introduction, Musk has shared and replied to over 100 posts about the company on the platform X, predominantly expressing critical views. His main accusations center on Google’s image generator being “too politically correct”, producing historically inaccurate images and providing odd responses to some queries.

Last week, Google had to suspend Gemini’s image generation feature after a wave of backlash accusing it of being overly “woke”. Demis Hassabis, CEO of Google DeepMind, stated that the company hopes to have the image generator back online in “a couple of weeks”, admitting that some features were applied “too bluntly”.

Musk, a known critic of “woke” policies, has accused Google of implementing “insanely racist and anti-civilizational programming” with its AI. His critique was not limited to Gemini but extended to other aspects of Google’s operations, including the company’s flagship search engine and its email service, Gmail, hinting at the arrival of a competing product called “XMail”.

Musk’s criticisms went beyond Google’s products, including personal attacks against some employees. He highlighted how, according to some data, Big Tech companies, particularly Google, tend to donate more to Democrats than to Republicans, suggesting the existence of a “pattern”. Additionally, he targeted Jack Krawczyk, the product lead for Gemini, accusing him of contributing to Google’s AI’s alleged racist and sexist tendencies.

This confrontation goes beyond Musk’s personal reputation. After expressing similar concerns about OpenAI’s ChatGPT, he founded his own AI company, launching Grok, a chatbot aiming to be funnier and less “politically correct” than its competitors. Musk is leveraging the Gemini controversy to highlight the advantages of an AI like Grok, sharing memes that praise xAI’s efforts as “maximum truth-seeking” in contrast to rivals.

Musk promises rapid improvements for Grok, with the release of version 1.5 scheduled in two weeks, emphasizing the importance of a “rigorous pursuit of truth, without regard for criticism”.

In a broader context, on February 28, Axel Springer, the parent company of Business Insider, joined 31 other media groups in filing a $2.3 billion lawsuit against Google in a Dutch court for losses suffered due to the company’s advertising practices.

This battle between Elon Musk and Google is not just a dispute between titanic personalities and tech companies but signals a broader reflection on the future of artificial intelligence, its impact on society, and the ethical implications of emerging technologies.

1 March 2024

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