| Who looks at the title tags? You know, those words in | | | | By using page-specific keywords and key phrases in |
| the blue line across the top of your screen. | | | | your body copy, your meta descriptions, and your title |
| Most of us don't, but the search engines do, and that | | | | tags, you should find that individual pages of your web |
| makes them important to your on-line presence. After | | | | site come up in a search. If your overall site topic has a |
| all, if you want searchers to find you, you need to do | | | | ton of competition, this might be the way to work your |
| all you can to raise your ranking in the search engines. | | | | way up in rankings. |
| If you do a quick search at a variety of web sites, | | | | For instance, I have a copywriting site. The word |
| you'll see that many are not using their title tags at all. | | | | "copywriting" generates so much competition that it |
| The only thing you'll see there is whatever name they | | | | would be almost impossible to get a top ranking from it. |
| gave that page -- or, in some cases, every page in the | | | | But when I optimized individual pages I was soon found |
| entire site will have the same title. | | | | on page 1 or 2 for "real estate copywriting" and |
| Are your competitors doing that? Then you've got a | | | | "fundraising copywriter." In fact, when I checked last |
| great opportunity to leapfrog over them to top | | | | night, my site was in the #1 position for "fundraising |
| rankings. | | | | copywriter." (Yes, I was excited to see that!) |
| First, do some keyword research, then integrate the | | | | You may sell insurance and find it impossible to reach |
| best keywords into your title tags -- one that is specific | | | | page one for that keyword. But I'll bet that with effort |
| to each page of your web site. According to SEO | | | | you could do it with the sub-categories. How about |
| expert Heather Lloyd Martin, the best title tags are 50 | | | | "sailboat insurance" or "Motor home insurance?" |
| to 75 spaces long. It isn't easy to get the very best | | | | Do a little research into keywords and key phrases |
| keywords and key phrases into that much space, and | | | | that are popular. Then optimize your title tags and |
| that's why some copywriters are now specializing in | | | | watch your rankings rise. |
| the craft. But with time and effort, you can do it. | | | | |