Just like the visible text copy on your site and the incoming links, having title tags on each site page is essential to realizing better engine rankings.  This is because title tag words are precisely what you see on the Search Engine Result Pages (SERPs), so changing them will probably lead to more hits.

It’s really important to make sure the company name is included in the tag, even placed at the start of it, particularly if your company is relatively unknown.  Descriptive phrases should also be added, which will help augment brand recognition and engine rankings (for those who have never heard of you but are interested in your products/services).

Companies looking to drive local search to their sites would do well to include the names of the cities and provinces and/or states where they are located.  SEO experts suggest using about 10 to 12 words in your title tags, which means you can experiment with a couple of different ways of doing it.  This is not a bad thing because, as mentioned, new combinations are likely to noticed by engines.  Using hyphens to separate distinct phrases is a neat trick, as it can make these phrases more easily identifiable to spiders.

There is no perfect title tag, so be encouraged to experiment and try different word and/or phrase combinations.  Test different ones and discover which ones are more engine-noticeable and which ones engender higher conversions.  Some tags might not rank as well, but might convert better.

It is probably a good idea to hold off on devising your tags until after the page has been written and optimized, since knowing how the keyword phrases have been positioned in the text may influence them.   Select the most relevant keywords that the text was rooted in, and create your tag! 

Try not to copy verbatim exact sentences from the text copy onto your title tag, since original and insightful sentences and wording are more engine-noticeable.  There are Content Management Systems (CMS) and blog software (WordPress) which cull title tags directly from site information, so be wary of that.  WordPress may employ, for example, the exact same information for the headline, the page navigation link and the page URL, which dilutes your engine rankings.  Content Management Systems and blog software have recently enabled users to customize their title tags – and that is a good thing!

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