Twitter Facebook LinkedIn Flipboard 0 Once your keywords have been identified and your ads in place, make sure that your website is ready for visitors. A major point to check is whether your website’s title tag is appropriate. Having a title tag that is not beneficial to your website or does not match your advertisements will result in higher PPC costs and lower conversion rates. What is a Title Tag? Technically called a title element, a title tag is the six-to-eight word “advertisement” that the search engines display in their results and use in their algorithms in deciding your rank in the results. A title tag is also shown at the top of the visitor’s browser when the searcher clicks on your advertisement. The keywords emphasized in the title tag must be the same ones emphasized in your PPC advertisements and throughout your website. Creating your Title Tag Since the title tag is the main text that describe your online document, your main keyword should be worked into the title tag in a way that makes sense to the visitor. Each title tag should be less than seventy characters – including spaces and numbers – so the keyword should be as close to the beginning of the tag as possible to keep it visible in the search results. The length of the title tag is not as important as having a descriptive and unique tag that appeals to customers, utilizes your keywords, and makes the customer want to visit your website. Brand names and Title Tags Brand names may also be placed in title tags. If your brand name is more recognizable than your keyword, use the brand name before your keyword in by title tag. If less well-known, use the brand name towards the end of the title tag or not at all. For example, if your product is electric guitars, and your brand is Kanto, a title tag such as Kanto high-performance electric guitars in stock, overnight shipment! – emphasizes Kanto rather than high-performance, in stock, or overnight shipment. But if this is a newer brand – no one has heard of Kanto electric guitars – most probably no one will be searching for that keyword. Conversely, if you sell a well-known brand of guitars, emphasizing the brand – Gibson Les Paul high-performance electric guitars in stock, Overnight ship! – will attract those customers who are searching either for Gibson, Les Paul, or even high-performance electric guitars. Make Your Title Tag Unique! Since your title tag will be shown in the search results, you want to use this six-to-eight words as an opportunity to pull the visitors in to your website. The title tag is a customer’s first interaction with you and your website when found in a search result. Choose the most positive message you can that will “sell” your website and product or service. Just like you are doing with the advertisements, create a title tag that makes the reader want to read more. Think of the title tag as a title for a book that you pick up – would you want to read a book with that title? How about an article? If your title tag does not generate curiosity about your website, your website may not be profitable. Avoid packing your title tag with keywords: your primary goal is to attract customers who will have conversions and not to simply attract search engines. Short & Sweet Keep your title tag concise and to-the-point with phrases, not sentences. Words such as “and”, “the”, “is”, are just filler words and take away the message of your title tag. Also, using “&” instead of “and” is preferred since the search engine may think that both options have to be present. In other words, using “Short and Sweet” may cause the search engine to decide that a product has to be both short AND sweet rather than one or the other. Conclusion Having a title tag that utilizes the same keywords as your advertisement increases the likelihood that customers who are looking for your product or services will find them – and those who are not will not cost you unnecessary PPC costs. Twitter Tweet Facebook Share Email This article was written for Business 2 Community by Kane Pepi.Learn how to publish your content on B2C Author: Kane Pepi Kane Pepi is an experienced financial and cryptocurrency writer with over 2,000+ published articles, guides, and market insights in the public domain. Expert niche subjects include asset valuation and analysis, portfolio management, and the prevention of financial crime. Kane is particularly skilled in explaining complex financial topics in a user-friendlyView full profile ›More by this author:VoIP Basics: Everything Beginners Should Know!Bitcoin Investment, Trading & Mining: The Ultimate Guide for BeginnersIs This a Better Way to Set Your 2020 Goals and Resolutions?