Internet Marketing - Matt Bailey [48]
allow your product, services, and article titles to be keyword focused in order to match the searches as closely as possible. Tag<p>The optimum length of a <title> tag is best illustrated by simply looking closely at the two places where the <title> tag is displayed: the search results page and the browser interface (Figure 5-2). <title> tags in the search results show a consistency in length. There are very short page titles, and there are longer ones. The longer ones all tend to truncate around 60 to 65 character, including spaces. The practical application of this is clear. Searchers will see only about 60 or so characters of your web page title. You have that limited space to give the searcher a relevant reason to click the link.<p><p>Figure 5-2: Title lengths between the search result and the browser interface<p><p>In the browser interface, the title of a page can display in 120 to 140+ characters, depending upon the size of the window and screen resolution. It is estimated that search engines will index more than 200 characters in the <title> tag. However, only 120 or so characters are visible to the searchers. Using that as a guide, the most important words to the search engines are the first words. The following are three good options for developing your titles:<p>Keep It Short Don’t use anything too verbose—just a simple description using as few words as possible. Many SEO specialists subscribe to this tactic, because the distilled words offer much more relevance than spreading out the keywords across multiple words that aren’t necessary.<p>Use a Complete Thought At this point, I recommend writing in a sentence format rather than groups of keywords. Humans are very well equipped at reading sentences; it is a skill that we develop and use every day. We can quickly glean the important information from a sentence with a quick scan. Some people recommend groupings of keywords separated by a comma or other separator. I don’t subscribe to this tactic, because I find humans tend to read through groups of keywords slower than reading a sentence. In addition, the context is lacking from groups of keywords that are intended to reach a broad range of subject content. When comparing them to a sentence that describes the particular answer to a question, the sentence is more easily understood and provides more context to the query.<p>Use the <title> Tag Fully This is best done by writing two sentences—one that will fit in the search engine result page and a second that will appear afterward in the browser bar. This is best when developing two complete thoughts. I find this works well on a specific product page, where the product brand, name, type, and feature is the first sentence and the category and company name are contained in the second sentence.<p>Any of these can be used, but it is best to experiment and see what works best for your website. In a competitive environment, tweaking these titles can help your site gain a few rankings, but ultimately, you are after more clicks than rankings. Those sites with the highest rankings don’t always get the most clicks if they show low-quality or irrelevant information in the title.<p>Use Metatags to Your Advantage<p>Meta is a Greek term meaning “behind” or “after.” Metatags are located in the page code, behind what the visitor sees in the browser, or hidden from their view.<p>The original intent of the metatag was to provide an organizational tool for online documents, much like the card catalog in libraries (if you remember those days). The card catalog provided a systematic method of organizing the books in a library by subject, author, title, and category. The intent of this function was to provide a similar organizational structure to documents on the Internet. Unfortunately, this organization method was caught in the crosshairs of the SEO industry. Once SEO specialists figured out that you could gain rankings by cramming keywords into these fields, it was all over for the metadata. The attempt at document organization was lost by the lack of organization,</div>
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