Internet Marketing - Matt Bailey [47]
experience over the newcomer. This tends to happen with older established websites and links online. It is a way of showing longevity in this volatile industry. Tag<p>Of all on-page elements, the page title is the king. I liken it to the beachfront property of your web pages. If you edit your existing titles to be more accurate and descriptive, you will see a drastic change in your rankings and visitor numbers, especially if you have never done anything with your page titles on your website.<p>The reason that the page title is held in such high value is that it is a multitasking element of the page structure. It is used by the search engine to determine the primary content of the page, much like a newspaper’s headline. In addition, that headline is used as the link to your website in the search results.<p>In Figure 5-1, you can see that the page title on the individual page for Brooks Brothers is also the blue, underlined text used as the link in Google’s search results. This doesn’t happen only in Google; all search engines use the <title> tag in this manner.<p><p>Figure 5-1: The <title> tag is used both in search results and in the browser.<p><p>The <title> tag must be crafted in a way that draws the searcher’s attention but also provides topical relevance. Using keywords that match your most important search terms for the content on that page is important. However, the <title> tag also does double duty by providing a compelling reason for visitors to click your website instead of other matching results. Consider both of these tasks when writing your page title.<p>The <title> tag is contained in the heading of the page code. If you were to look at your pages’ code, the title is contained in the area after the <head> tag. The heading contains the title, metadata, and a few other “housekeeping” items.<p>Avoid Using the Business Name as the <title> Tag<p>One thing that businesses and programmers seem to do with <title> tags is to use that space as the name of the company. It makes logical sense to do this in a development environment, because the business name is important. However, when it comes to search, your goal is to reach searchers who are searching for what you have, not exclusively who you are. Those searchers who are searching for your business name will find you. The title is best developed with a concise, clear, and compelling message in order to capture the searchers who are searching for what you do.<p>Brand names work well in the <title> tag, especially at the product level, because that may match a very specific search. However, business names are a different story; leave the company name for the end of the title or leave it out altogether. Don’t worry about ranking for your business name. If you do half of the items contained in this book, you will rank for your business name, maybe even without using it in the <title> tag at all. However, just to alleviate some concerns, use the business name where it makes the most (relevant) sense—on the About Us page, company contact information, and similar business- and company name–focused pages. But</div>
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This principle is not a governing principle for all content or rankings. There are areas of content where the newest content is the most desired, specifically in the news cycle. People want the latest news on events, and it is in the search engine’s best interest to serve fresh news and content as it happens. So, you can see both principles at play, based on your intended searches. The best piece of advice is to find the date on any article you read about SEO advice. Finding an old article that is no longer accurate for today’s online marketer is a typical experience for those searching for SEO advice.
Tuesday: Optimize On-Page Factors
A handful of primary on-page factors affect rankings. Everything is about building the relevance of a page’s context. Small items are not going to mean a lot individually, but taken together in context, they add up to provide the total relevancy of the page. The most important on-page factors are discussed here.
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