Search Marketing


Importance of Titles in Web Pages

Wed Sep 05, 2007 4:52 pm
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A title is supposed to give someone, usually someone who comes across your web page from a search, a good idea of what your page is about. Titles seem like obvious things, but seem to be notoriously overlooked from what you see out there.

One thing to realize is that a good title is descriptive and is not a trick. Since people try to trick search engines all the time, manipulating titles may seem like a deceptive thing to do. It is not deceptive to provide someone with a good title with which to judge if they want to visit your site.

If I had a site selling dog products, and were writing a page about “dog collars”, I would want to provide a title that stated what exactly I was selling. I would most likely have a photo of a dog, preferably in one of my collars, and some text about the collar.

Here are a few titles I found while searching for “dog collars”:
  • Dog Collars
  • Dog Collars, Unique, Fancy, Big & Small Dog Collars, Leather Dog Collar
  • Mrs. Bones Decorative Dog Collars
  • Dog harness , Dog collar , Dog leash , Dog muzzle - Dog training

These might all be accurate but what if I were selling many different kinds of dog collars? Blue, red, nylon, leather...etc.

Probably the most effective thing to think about is the difference between color and material. It is possible, though less likely, that someone will specify a color over a type of material. If possible I would create separate pages for the different materials, leather, nylon and whatever the other materials might be. A page devoted to “Leather Dog Collars”, instead of “Blue Dog Collars” makes sense.

Using words like Unique or repeated statements (Dog harness , Dog collar , Dog leash , Dog muzzle) does not provide clear notice of what the page contains. The creator of the page seems to be trying to bunch together all the information about the site in the title. This does not provide a search result that will help, much like placing the company name in the title. It is unlikely that anyone knows your company name.

A good title describes the content, not just keywords. A successful title might state the brand, especially if it is well known, or the material. If I had some type of special collar, I might describe in the title what the page is about, rather than just restating that it is a collar for a dog.

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