It is an understatement to say that having good SEO (search engine optimization) is important. Just posting your content to the web and expecting people to find you is not enough. SEO is the key to gaining favorable positioning in Google searches and having your site organically discovered.

That, however, is easier said than done. Whether it is a blog post or landing page, there is a lot that goes into SEO: page content, keywords, meta description and page title. Separately, they each serve different and important roles. Together, when done correctly, they can elevate your site’s viability.

One of those key elements is the page title. One of the simpler aspects of SEO, crafting a solid page title is one of the most important elements.

Before I get into what goes into a good page title, lets talk about what it is and why it is so important.

Your Page Title

 So, what is a page title? It’s this guy right here.

When someone inputs a Google search, the page title is the first thing they are presented with. Your page title ultimately will help them decide if your page is worth the time to click on. It doesn’t matter if the content on the page is better than others, if the page title is lacking it probably won’t get the clicks.

But it isn’t only about making it attractive. A title that hits the right notes will score better with the powers that be and receive better placement.

Crafting a headline that will not only appeal to the SEO gods to get you higher on the page but also attract a click is a delicate balance. So, what do you need to make your page titles the best they can be? Here are some tips and strategy for page title writing.

What Makes a Solid Page Title?

Know your limits: Google really likes it when you stick to the point. You’ve only got about 70 characters to work with, any more than that and your title will get cut off with dreaded ellipses and pushed down in the Google search cellar (aka Page 3+).

Incorporate keywords first: Once you determine what your keywords are, be sure they are the first thing you incorporate into the title. If it is something simple like “blog inspiration” in the example above, that is the first thing you want to put. Other situations may require a little more thinking.

Secondary keywords go next: Your primary keywords may not be the only important words you want to include. Obviously, a marketing agency that helps clients with content marketing that published a post on content marketing would want to convey that in the title. Follow up the primary keywords with others you want to include. It is a pretty smart and safe practice to separate each one with a pipe (|) or dash to help differentiate them. Start with what is most important and work backwards.

Your location matters: Where do you do most of your business? Are you more locally focused or do you do business all over? Include your location or other important locations in your page titles to help them get seen even more if you like to keep it local. A person looking for lawn care in Indianapolis won’t care about a business out of state, so they are more likely to include Indianapolis in their search.

Include your brand: Including your company name in your page title is another smart practice. People will want to know whose page they are checking out or your name may even be crucial to the keywords you’ve chosen. If it isn’t as crucial an element you are always safe putting it near the end.

If you follow these basic page title rules you’ll be in good shape and on your way to Page 1.

Looking for more SEO basics and strategy? Check out Lorraine’s blog post and download our SEO checklist.