Your Page Title is the text that displays at the top of your browser window when you visit any given website and also the clickable link within the search engine results page (SERP). It’s really important that you include this information in your pages and that you do it correctly. As far as Google is concerned, page titles are considered to be one of the most influential pieces of information contained in your web page when determining your page’s ranking. As far as internet surfers are concerned, this is the first thing they read when scanning the search results so yours has to be relevant to their search.
You control what appears by manipulating the page title meta tag – this is a hidden piece of code within each of your web pages. To check what your web pages include (and whether they have in fact been done properly) navigate to one of your web pages, now right click on the page and choose the View Page Source option. A new window will open and you’ll see a whole bunch of code – this is what Google actually ‘reads’ – look near the top of the page for the code snippet <title>your page title</title> whatever appears between these two tags is what will display as your page title.
5 quick tips for writing optimised page titles
1. Short Page Description. Your page title should be a short description of what your web page is about. It is generally recommended that your page titles are around 60 characters as this is the maximum most search engines will use.
2. Include your keywords. Make sure the keywords related to your page content are included in your page’s title. The nearer to the beginning the better and make sure your company name, if you’re including it, is at the end.
3. Don’t keyword stuff. Avoid writing lots of keywords into your page titles – this could be seen a spamming i.e. trying to influence search rankings unethically.
4. Spacers. Sometimes you may want to add punctuation in your title, for example, to distinguish between your page’s content and your company name. I haven’t found any evidence to suggest whether a – or | is better for search engine optimisation purposes however, a comma will use 1 less space than either of these and so reduce your overall character count.
5. Capitalisation. Don’t be tempted to write your page titles in uppercase, but DO capitalise the first letter of each word and use an ampersand instead of ‘and’ to reduce character count.