You’ve heard it time and time again: how important it is to ensure that your title tags, meta descriptions, H1s, and all that jazz are best optimized for Google Search results and an all-around better user experience. But it’s no good if you’re using dated best practices. As the world of SEO continues to change, so too does the protocol regarding what’s on the backend of your website. Let’s take a closer look.

Recently, Siege Media wrote an article about how their clients experienced a 20% or better Click-Through-Rate (CTR) by creating better title tags that are more relevant and combine one or more of the following in their title tags so as to drive clicks: low price, freshness, volume, speed, and brand. By trusting that Google can figure out what you are relevant for (and not having to dictate it verbatim in your titles), this frees up room to write title tag copy that can boost site traffic.

Through a series of A/B testing, Siege Media made the following conclusions about the five aforementioned items and how to generate CTR improvements.

Low Price: if you’re a low price leader in the market, mention it here.

Freshness: emphasize how up-to-date you are (such as including “2015” in the title).

Volume: use numbers to showcase your comprehensive amount of depth (i.e., “1,000 Things You Didn’t Know About…”)

Speed: let readers know that what you will deliver on will be done quickly (i.e., a reference to shipping)

Brand: mention your brand—this can add real weight and drive clicks

The Takeaway?

Stop spending so much time concerned about optimizing for keywords. No, do not do away with it in its entirety, but understand that Google continues (and will continue) to get better at recognizing your focus without your needing to insert relevant keywords as much as possible without crowding or sounding inorganic. By doing so, this frees up room to create title tags that have the opportunity to truly engage your reader.