Title Tags – Putting Web Content to Work for You and the Search Engines

One of the most important aspects of the copy on your website is the title, which then becomes the “title tag” of each independent page.

Having a proper, keyword-rich, title tag will make a big difference to your search engine rankings. It’s equally as important as your visible text copy and the links pointing to your pages – perhaps even more so.

What is a title tag?

The HTML title tag is what the search engines use for the clickable title of the page in your search engine listing. It’s also the text that appears in the reverse bar of someone’s browser (the very top) when they view the page.

Since this text is how your listing appears, it’s a critical aspect not just of optimization, but also of your marketing. After all, even if you have high search engine rankings you still must convince searchers to click through to your page, right?

Therefore, the title must be good copy.

It’s best to choose the most relevant keyword phrases from your page and incorporate them in your branding. Combine them as a compelling phrase.

Here is an example: If your company is “Plants Nouveau,” a business that markets new plants, you shouldn’t place only the words “Plants Nouveau” in your home page title tag. Instead, use something like “Plants Nouveau – Introducing New Plants to the World.”

This allows your company name to be searchable, as well as the keyword phrases “New Plants” and “Introducing New Plants.”

Convince the searcher to click on your listing, and use descriptive keywords to increase the odds of acquiring that click.

You want to create an engaging … appealing … and influential title.

Keep in mind … you might test different text to see what ranks higher and converts better. You might just find that your non-high-ranking title actually gets your page more clicks/page views/conversions.

Bottom line is … a good title helps you rank high. Just as important, it can compel surfers to click to your page. So don’t get overly creative. Instead, put the title to work for you.

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The Professional Writers’ Alliance

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Published: December 5, 2007

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