Now it’s time to get into the nuts and bolts, the real chicken and the egg of the matter. When you originally courted the Web with your fancy new website you hopefully did your due diligence before publishing. Hopefully, you or somebody in your pay, conducted keyword research on your type of business and from this investigation came a list of keywords and key phrases. And from this list, you or a professional SEO writer, crafted your site’s content. This is worth a short side trip here – the SEO writer, if he or she is worth their salt, will marry compelling description with the targeted keywords, building an optimized presentation of the material that not only reads well but compels the consumer to complete a transaction. This is how SEO puts the Oh Yeah in optimization.
In a perfectly optimized world, the title tags should not be written until the SEO writer puts the pen down with an accomplished smile. Your visible text should be riddled with the most relevant keyword phrases derived from your keyword research and this title tag business should be like a hummingbird stealing nectar from a flower. If it’s not, your text is faulty and needs to be rewritten until the targeted gems shine like Mister Clean’s head. Notice the similes? They are descriptions around the key phrases.
Now that we can see the nuts and bolts of this matter, let’s throw out a little word of caution here. Try to avoid the lazy practice of simply taking a well-crafted sentence and jamming it into a title tag. A robust sentence is chalk-full of literary devices, like similes, that could backfire on you. Instead, find a sentence that holds a collection of top keywords, strip out the supporting text, then craft a title tag from scratch. In crafting your title tag this way you will have complete control over the final product because the last thing you want to do is to let a program decide what your title tag should be. What’s the likelihood that an algorithm is going to encapsulate you business and optimize your title tag? Mathematics was employed to get to this point, but here’s where you need a little human touch. This is your company’s sign and you don’t want it crafted by zeros and ones.
Blog software packages like WordPress, and some Content Management Systems (CMS), will automatically generate the title tag from information provided elsewhere. Here’s what can happen when you let a program decide your title tag – depending on the program, the title tag will be a marriage of the blog name and the name of the page. This is all wonderful, except the text string (which is what words are reduced to at this point) is also employed as the headline, the page’s navigational link, and could even be the page’s URL. I think you’ll agree that there’s something impersonal about clones saying the same thing, and that’s why most authoring packages allow the author to customize the title tag text – I highly recommend you do so.
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