Monday, 17 March 2014

5 Reasons to put your Brand Name in your Title Tags and Where should you put it?

John Lewis Title Tags
There are so many different views on this I thought I would add mine to the pile.

Title tags have always been, and still are, the most important indicator to search engines and site visitors alike as to what each page of your site is about.  Which is why each title tag on your website has to be unique.

What has changed over the past few years due to Google updates is that they now need to be written not so much just for search but for humans to read as well.  And they therefore need to be individually descriptive, contain the relevant search terms for each page and at the same time be interesting for your visitors to read.  Out with keyword stuffing and in with writing sentences you or I might be interested in if we were looking for that particular product or service.

To me a title tag which doesn’t contain the brand name lacks definition.  It could be from any website and/or brand.  You may be selling workout clothing, for example.  Your title tag could read ‘Nike workout and fitness clothing for men and women’.  And so could the title tag of 100 other websites.  Or it could read ‘Nike workout and fitness clothing for men and women | XK Sports’.  Which immediately tells me where I’ll be buying from, should I choose to click on the link.  Otherwise, I feel, it is just too generic.  And if it’s good enough for John Lewis and good enough for M&S frankly it’s good enough for me.

5 Reasons to put your Brand Name in your Title Tag
1.  Brand recognition.  Don’t you want your brand name to be out there over and over again?  You don’t just want your products to appear, you want people to see immediately that they’ll be buying from you.

2.  Usability.  Make it easy for your visitors to know who they’ll be visiting when your carefully researched keywords come up in search.  Not just that they’ll be buying a blue laundry basket, but a blue laundry basket from you.

3.  Reduce the competition.  Your brand is what makes you unique, not what you’re selling (most of the time).  With so many websites out there competing to sell the same products it’s your brand that sets you apart from the rest.
4.  Helping interaction with your brand.  The title tag is the first thing someone searching for a product or service comes across.  Especially if your brand is not well known, you want readers and searchers to see it loud and clear.

5.  You’re writing for humans, not search engines.  By including your brand name, rather than just keywords in your title tags, you’re are being informative and relevant at the same time.  And Google loves relevant title tags that are written for readers.

Where should you put your Brand Name in your Title Tag

I suggest you put your brand name at the front on your home page, and at the end of all of your title tags.  You can either include them as part of a sentence, or use the pipe bar | to separate your brand name from the main part of your title tag.  Neither will affect your ranking.

Keep your title tags short, 60 – 70 characters, and use one strong keyword or phrase per title.  Don’t stuff with keywords.  That went out with the ark.  Practically.

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