It’s all about signs – or at least it was in the days before processors. Imagine the shingle that may have hung by the door to your great granddaddy’s establishment – Harry Billings’ Barber and Taxidermy Emporium. You can see the weather-beaten barber’s pole and maybe a rough sketch of a stuffed bloodhound. The point is, your online establishment will similarly play by a set of conventions, especially those having to do with signifiers and signs. Storefront signs roughly equate to your site’s title tags which are regarded by some in the search engine optimization business as being one of the most important factors in reaching the lofty heights of high search engine rankings, and could easily be placed on par by search engines with both the visible text on your site, and the external links pointing to your site.
For a quick and instant impact on where your page ranks, try going to extremes with your title tags – try changing the text to something non-sensible like Sculpin Hinge and see where your rankings go. But if you really nail it, really give some thought to maximizing your exposure in the small geography associated with title tags, your results will grow. Another aspect of title tags to consider is that the words that constitute the title tag appear in the clickable link on the search engine results page, and maximizing your word choice may result in more traffic for your site.
When considering title tags, a good place to start is your company name. Absolutely, your company name should be prominent in the title tag and you may even want to consider placing it at the beginning of the text string. The reason for this is simple – the business name conveys your niche and should have the controls set for the stratosphere of branding. Your brand, your unique signifier, is what is going to stick in the eye of the beholder. Is that it? No, there’s room for more info about your business.
You will want to add some description to your tag, kind of like filling up a box in a yellow pages ad, but there is enough space to speak directly to your intended target. Let’s say everyone’s favorite hobbit, Mister Bilbo Baggins, owns and operates an all-inclusive travel agency called One Ring Travel that specializes in guided tours of The Shire, including second breakfasts. Bilbo’s title tag could read One Ring Travel – Guided Tours of The Shire – Second Breakfasts Included. There’s certainly nothing wrong with this One Ring Travel title tag, but if the page, the type of business, and the targeted keyword phrases allow for it, try to make your title tags more compelling by losing the hyphens. One Ring Travel offers all-inclusive tours of The Shire with gigantic Second Breakfasts included at no extra cost. Now, who wouldn’t be clicking on that?
Either title tag example is acceptable because at the end of the day there is no magic formula for the perfect title tag. Try different combinations and arrangements to see which results in a higher ranking.
Up next, we’ll look at the how your site’s visible text can play another role – as a tagging guide.
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