Know your title tag.

The title tag is the only remaining “meta” tag on which Google places value. Know how to use it.

Often overlooked, & misunderstood.

When you look at the code on any web page you will see, in the <head> section, a tag that looks like this:

<title>Some sort of text</title>

This is the “title” tag and it’s your most powerful search engine tool. This is the first thing Google looks at, and the same thing that is displayed in the search results as the linkable title of the Google page. For example:

Some sort of text
This is the text that shows up under the link in Google and is culled from your description tag...

Many sites make the mistake of simply putting the company name in the title tag, which means Google will only index your company name, and it will only come up in the search results if someone search for your company name. That’s great for people who already know you exist.

You want people who do not know you exist to find your website, therefore, your title tag should contain carefully selected keywords, for example:

Pet Supplies & Pet Flooring, Cincinnati
This is the text that shows up under the link in Google and is culled from your description tag...

Now, Google has something to go on. People search for “Pet Supplies, Cincinnati” and your site will be much more likely to come up in those results.

Your page’s description tag

is what get the potential client to click through to your site. Are you optimizing yours?

Google doesn’t care, but your customers do.

The description tag is also a tag contained in the section of each page. This is the text that gives your customers an idea of what is contained on the page. If you fail to add a description tag, Google has no choice but to grab the first text it can find, which can sometimes be a menu:

Pet Supplies & Pet Flooring, Cincinnati
Home | About | Contact | welcome to the home page of Fancy Claws Pet Supplies. We provide you with...

You don’t want that. Add a description tag to compel your customers to click, without having to guess
what’s on the page:

Pet Supplies & Pet Flooring, Cincinnati
We are Cincinnati’s premier provider of Pet Supplies, including kennel flooring, beds, collars and every brand of food. Stop by to fill all of your pet supply needs!

See how much better that reads? Compel a click with quality descriptions.

Content is king

Write every paragraph with
first the customer in mind, then Google.

Write for customers, not Google.

Your site’s content should contain a unique dose of keywords designed to allow Google to find those words and assist in ranking your site higher. However, you should not make the mistake of writing for Google. If your home page content turns your customer off, it doesn’t matter how high you rank. Example:

“Welcome to Pet Supply Mart of Cincinnati! We are Cincinnati’s premier pet supply company, supplying pets with supplies, beds, pet blankets, and more. No one supplies your pets with pet supplies like Pet Supply Mart of Cincinnati! Supply your pet today!”

Bad. Try this instead:

“Welcome to Pet Supply Mart of Cincinnati, provider of the tri-county area’s best variety of pet bedding, flooring, pet food, and other supplies. We are conveniently located on Montgomery Road between Kemper and Fields Ertel. No
one has better service, better pricing or a better selection of all of your pet supply needs that Pet Supply Mart. Stop by!”

See the difference? One is obviously written for Google and one is written for the customer but contains just the right “peppering” of key words.