Website titles and headings play an important role in search engine marketing and how Google ranks pages. The search engine wants to make sure that sites are relevant to users’ searches and provide strong content.
Search Engine Land points out that pages with the most informative and newsworthy titles rank on the first page over those with vague or non-descriptive titles. For instance, Search Engine Land compares the title “It’s Over. What Have We Learned?” to the L.A. Times article “President Obama’s second inauguration: When is it?” The former tells neither Google nor readers what the article contains while the latter is transparent, telling and immediately deemed useful.
Mashable says one of the best ways to rank better on Google with titles is by differentiating between article title, which is shown to readers, and page title, which is shown to search engines. A good example of an article title that would appeal to readers is “White House Party Crashers Cause a Hangover,” with a page title of “Obama Asks for Review After Michaele and Tareq Salahi Crash White House State Dinner.” The first is tactful and witty, while the second is content-relevant and tells Google that the article contains legitimate news. It can also include meta descriptions to provide further legitimacy for the page and attract the ideal targets.