Inside Small Business » 2008

SEO: Title Tags

Inside Small Business | February 11th, 2008

Joe Laratro, President of Tandem Interactive

In last month’s column I introduced Search Engine Optimization. This month we are going to cover one very specific area – the title tag. This tag is one of the most important areas of a Web page to optimize. It can be seen in several areas. The title tag appears in the top line of a browser. It is also the first line of a search result. Search Engines weigh keywords in the title tag very highly. While this is normally grouped with “meta tags” (information contained in the programming of the Web page for Search Engines), the title tag is just part of the HTML (the basic programming language of the Internet).

Title Tag Rules

Most important part of a Web page to optimize
Should be limited to 120 characters (less than 70 is best)
Should contain the most important keyword that appears on the Web page
Should not repeat words
Should be unique to the Web page
Should be the main idea, concept, or subject of the Web page
Should read well where possible
Should be marketable
Should have proper Capitalization
Should contain the most important keywords toward the beginning of the title
Looks like: <title>Title Tag Optimization</title>
Should appear within the <head> section of the HTML code

Title Tag Examples:

Title 1: Logoworks Blog

Title 2: Logoworks – Blog – Title Tag Optimization

Title 3: Title Tag Optimization – Search Engine Optimization for Small Business

Title 4: SEO, SEM, Search Engine Marketing, Natural Search Optimization, Organic Search Engine Marketing

Title 5: Title Tag Optimization, Learn SEO Basics for Small Business Now!

Title 1 is not descriptive enough.

Title 2 is getting there, but the branding of Logoworks at the front of the title is taking away from the main keyword “title tag optimization”.

Title 3 is pretty good.

Title 4 looks like keyword stuffing. It does not read well. It may work for optimization, but there are better ways to do it.

Title 5 is also a good title. A small marketable phrase was inserted that also may include a keyword (SEM Basics). Title 3 was the most optimized, but this one is also a possibility.

For Small Businesses on the Web, this is the first place to start working on natural search engine optimization. Apply the rules mentioned above to each page in the Web site. Implementation can be completed by a Webmaster or someone with very basic HTML knowledge. Use Excel or another spreadsheet program to track each Web page (URL) in one column with the corresponding title in the next column. Once the first round of work has been uploaded, start checking your Web analytics weekly. Look for incremental increases in search engine referrals and keywords. Next month we will examine the famed “meta tags”.

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