I like to follow a few basic rules when writing title tags...
Keep in mind that only 63 characters or so will display in Google search results. I keep my titles shorter than that whenever possible. This makes for a nice headline for the SERPS, and prevents the title from being cut off in mid senten... Get the idea?
Remember each page should have its own unique title tag, and that title tag should describe only the page for which you are writing it, and not your site in general. The title tag is arguably the most important search ranking factor for any particular page, so you should choose your words for your title tag carefully. Eliminate any words that are not absolutely necessary, and for optimal ranking, matched the title tag to what your headline is going to be of the page.
Write the title in plain English, using proper grammar. Make it easy to read, and do not just stuff a jumble of keywords in there. Remember this is the headline for your search listing. As a headline, it should captivate the reader’s attention and motivate them to click. What do you think is more effective to draw in a customer..."Cleveland Real Estate - Joe Blow Agent", or "Cleveland Real Estate - Secrets to Saving Money" ?
A common trend seems to be "Capitalizing Important Words in the Title Tag". I like doing that as well, and it makes your listing stand out from the crowd. Technically, it will not affect your rankings, but standing out from the crowd is important. I don't recommend using all caps though, because just like emails written in all caps, it's considered improper etiquette. You don't want to stand out from the crowd in a bad way.
Use your primary keyphrase, (unique for each page) in the title tag whenever possible, and I prefer to use it at the front of the tag. Although a well designed, content rich website that conveys an appropriate theme can still rank well without having the keyword in the title, the odds are still in your favor if you use the primary phrase for each page in that page’s title tag.
Your company name should be dead last, if it's even used at all, unless you're a well known brand. Sure, it's a nice ego boost to see your name in the bolded search results, but consumers are not likely to search for you by name, unless you are a Coca-Cola, a Pepsi, or a NASCAR. By using your company name in the title tag, you're wasting space that could otherwise be used for another persuasive key word or phrase. What do you want: new customers or bragging rights?
Your title tag is arguably the single most important factor when it comes to search engine rankings. It's the headline that people see when they look at the search result pages, and it's the first key to a search engine as to what your page is about. By using a unique title tag on every page, using that same tag is the headline of your page, and developing inbound links based on that same title tag phrase, you're going to be a step ahead of the competition, and isn't that what it's all about?
Writing Great Ttitle Tags for the Search Engines - To learn more about this author, visit Scott Hendison's Website.
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