The title of website is an obvious and easy way of improving your SEO and lets Google know where the site should be placed in the SERPs. Despite the minimal skill needed to create a decent title website owners seem to make some horrible mistakes that could easily be avoided.

So what is a title tag? When a web page is loaded the Title tag appears at the heading of web browser. More importantly the title also appears as the bold blue heading text in the organic Google search. This is a web user’s first point of judging whether the information on your site is worth reading, so it is worth taking your time to conjure up the perfect title. If the title is misleading, web users will only click off the web page immediately. This may give your site a high bounce rate and as a result lower your position in the SERPs. The same applies for Google; a title that does not match the content may confuse Google and result in a lower listing.

The Title is the one opportunity that a website owner can tell Google the exact keyword phrase or phrases they wish to target. Unlike the other information contained within your site, Google actually prefers short keyword phrases rather than reading a descriptive sentence.

The information applied to the title should only contain the exact phrase or phrases that you wish your website to be found. Word’s describing the page itself such as ‘Home’, which is quite often used, is a complete waste of time and may misdirect Google to probably thinking that your website is about an estate agency.
It is unnecessary duplicating keywords just to add a slightly different keyword phrase. Google will only acknowledge the first occasion a keyword appears. Instead try and use a variety of similar words. This will increase the websites traffic by being placed under similar searches. For example:

Bad use of keywords: ‘web design London | UK web design’
Better use of keywords: ‘web design London | UK website designer’

To maximize the effectiveness of a title, it should contain no more than 70 characters (including spaces), with the most important keywords at the beginning of the title. Google takes more value from words nearer the start of the title and you should carefully consider not only what keywords are most important, but also where each keyword should be placed.

If you have a search on Google you will generally find that the higher placed websites will have titles starting with the keyword phrase / phrases followed by their company name, rather than the other way around. Company names can afford to be placed at the end of a title as they are usually in less competitive searches and do not require much effort to appear first.

Break each keyword phrase with a | symbol. This not only appears more professional, but it also makes clearer phrases for a web user and Google to read.

One final note to make is that Google will not index any pages with the same keyword phrase within the same website and may consider the site to be using duplicate content. Each individual page should have its own unique title that still uses similar keywords, but at the same time gives the user a good idea about what the page may contain.

Uniqueness is an attribute that Google loves and the title is an effective and direct way to send that message!