The Title not only displays at the top of the browser window, but also appears when potential customers perform a search and review the results. The Title is indexed by all the major search engines.
In terms of SEO, the Title tag has lost a bit of its importance. It is now only of average importance with Google, but with Yahoo! and MSN it is still very important. This section will concentrate on the new standard of the Title tag.
Remember, the Title of your site MUST grab attention, create curiosity and evoke emotion to get the user to click. Do not make the mistake of just using your company name. If you fail to get the click, your top ranking is worthless. In terms of SEO, the Title Tag is of average importance to Google for competitive phrases.
(Don't make the mistake of using just your company name for the Title. Your site's Title MUST grab attention, create curiosity and evoke emotion.) Pay close attention to T.V. and radio news programs and how they use short "hooks" to keep viewers and listeners through a commercial break. The same "hooks" can be used for your Title and Description.
Example: For a Corporate Help Desk, instead of using a Title of:
"XYZ Corporation - Corporate Help Desk", use "Corporate Help Desk | Meeting Your Core Business Demands".
This Title is more effective because it incorporates the main solution the company provides. Plus, it does not include any "stop words".
Search engines do not alphabetize their results, so refrain from using symbols such as "!!" or "AAA" in your Title. That technique was effective back in the late 90s but it isn't anymore. Placing your most important keywords in the Title, while it was a focus years ago in SEO, is also no longer a requirement. It is far more effective for you to create a killer Title that is highly compelling and generate a top ranking through other means, including incoming links. Your Title must be readable and descriptive - don't just stuff keywords in the Title.
Example: For "Hawaiian Vacations", one site's Title is: "windsurfing vacations lodging Maui budget accommodations Hawaiian vacation".
This Title fails because not only is it unappealing, it doesn't read well, therefore few will click on it, no matter if this site was listed #1.
Our suggested Title: "Hawaiian Vacations in Maui - Budget Lodging Available".
Result: Shorter Title, more effective and descriptive.
Now, this Title is effective because it targets people looking to vacation in Maui and those who are on a budget. This hotel is generally a two star hotel with affordable rates. Since they do not cater to the "rich crowd" they make that clear in the Title to ensure only qualified visitors come to their site. This is also very effective in PPC campaigns. By being direct and qualifying your audience up front, you lower your cost per customer acquisition.
Never use ALL CAPS, as it makes it difficult to read and it is considered "SHOUTING" on the Internet. Instead, capitalize the first letter of each word (when appropriate). Generally, your Title should be 5 - 7 words. Google displays a maximum of 64 characters, so ensure you have less than that so you are assured your Title will not be cut off. MSN and Yahoo! display more, but with the market share that Google has, it is highly advised you comply with their current standards.
What To Do - Titles Done Right
Let me briefly explain how to do the Title the right way. It should be understood that the algorithms of Google, Yahoo! and MSN are all very different, thus, the "Perfect Title" does not exist. You read that right, the perfect Title in terms of meeting the "Big Three" algorithms does NOT exist. There is just enough difference in their algorithms to not allow for a top ranking to occur across all three with the Title tag alone.
Here are examples of good Page Titles:
Plastic Surgery - Don't Trust Your Body to Just Anyone - this achieved a 4-1 click through ratio over a listing four spots above in the SERPS, mainly due to the word "trust" being added.
Looking for the Best Mortgage? - this achieved a 3-1 click through ratio over a listing two spots above and the conversion ratios were very good as the landing page contained a graphic, "See Us for the Best Mortgage Offer for your Home". This is a strong call to action.
Get Help Finding a New Job - The director reported that since changing the Title their overall traffic has decreased, but the number of closes for their resume help service has gone up seven fold!! Visitors are not just more qualified, but they come in with an obviously better outlook and attitude.
Health Insurance | Avoid the Traps, Get Expert Advice - This Title has boosted leads to the highest point in this firm's web history. They have their top keyword phrase "health insurance" but they also tell them why they should click - to avoid traps and also get expert advice. Notice that they did not place their company name in the Title, which is often just a waste, unless your company name is part of your main keyword phrase.