Increase organic click-through rate: special characters and symbols in page titles and meta descriptions


When writing page titles and meta descriptions for web pages, you have the opportunity to “spice” them with special characters and symbols of various kinds.

These extra characters can be used in the battle for attention on Google. If you use signs and symbols and your competitors do not, you will stand out from the crowd. It will probably give your pages a higher CTR (Click-Through Rate) and thus more traffic.

There is a fierce battle for customer favor, so here the use of signs and symbols to increase visibility has been greatly increased.

In reality, however, only a few handfuls of characters last, because Google generally accepts nothing but plain text in meta tags.

Optimize page titles and meta descriptions

Many people use hyphens (-) or dashes (-) to separate sentences, and the vertical bar (|) is also widely used as a separator. Other signs that are accepted and that are beginning to gain ground are arrows. Eg (→), (↔) and (⇒).

Be aware that there is a difference in which characters make an impact in titles and descriptions, respectively. There is also a difference in WHERE it is possible to insert the characters. In page titles they can be inserted at the beginning, middle and end, in the meta descriptions they will not be included if you insert them at the beginning.

If we stick to the arrows, we can see that arrows like (→) and (⇒) work fine in the page titles, but are omitted when inserted in the meta descriptions. Conversely, arrows like (↔), (↓) (↑) and (➤) work fine in the meta descriptions, but do not appear in the page titles.

Personally, I like to insert the quotation mark (») in my page titles, and the simple bullet (•) also works well as it has something elegant about it.

Then of course there are the ticks (✓) that can be inserted in the meta descriptions, and for some it becomes a green ‘heavy check mark’ (✅).

Emojis in page titles and meta descriptions

You can also use (some) emojis. In addition to smileys (?), there are some hand signs (?) and various symbols such as fire (?) or the medal (?) that are also accepted. It can quickly become childish, so only choose emojis if your target audience’s age is at the very low end.

I would recommend you do your own experiments, and test what works best for your site. A golden piece of advice in this regard: Everything in moderation. Excessive use of eye-catchers can seem ridiculous. Your meta tags serve as first-hand impressions for users before they click into the page, so make sure the texts appear credible and appealing and not overly attention-grabbing.

Recommended read : Lightning fast ecommerce with Magento PWA

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