Monday: Page Titles
In Chapter 3, you learned that HTML page titles show up as the first line of clickable
text in most search engine results. That fact, along with their considerable influence in
search engine ranking algorithms, makes HTML page titles one of the most important
optimization spots on your website.
Today, you’re going to take a stab at writing unique and compelling page titles
for each of your landing pages. We’ve created a document where you can keep track of
these edits, called the Site Optimization Worksheet.
You’ll want the Quick Reference sheet you created in Chapter 6, “Your One-
Month Prep: Baseline and Keywords” handy, to keep you in tune with your goals
and keywords as you write. We’ve compiled some Dos and Don’ts to keep you on the
DO keep it short.
Like a telephone answering machine that cuts you off before you
finish talking, most search engines display only 40 to 60 or so characters in the listing
title. So to get your message across, you should include important keywords toward the
beginning of the title and make sure that the first 40 to 60 or so characters of your title
form a complete thought.
DO include your keywords…
Your HTML page title is important in the ranking algo-
rithm, so it must include your target keywords! Since your space is limited, focus on
the two to three keyterms that you previously matched with your landing page. Feeling
a bit squeezed by the 40 to 60 character cutoff? Remember that you can combine key-
words to save space.
…but DON’T overdo it!
First and foremost, you want to connect with your intended
audience. Excessive keyword repetition is a short-sighted strategy. Is this a marketing
message or a synonym sandwich?
Remember to think of the big picture! Your approach to site optimization will affect
more than just ranks…it will also affect your customers’ decision to part with their
time and money.
and download the Site Optimization Worksheet.
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