At How to Build a Brand, we’re often asked about the best ways to integrate search engine optimisation, or SEO, into branding strategies. After all, most brand managers know that when online content is optimised for search engines, it’s more likely to be found by all the right people.
SEO isn’t something that should wait. We suggest that it be integrated into all branding strategies – without delay, and for the best brand-building results.
Branding Strategies Need Better SEO Title Tags
Search engine optimisation is a multi-faceted endeavour, but one particular aspect is the title tag. Not sure what that is? If you look at the title bar of your browser while you’re on any web page, you’ll see the title tag. Also, if you add a web page to your favourites list, the title tag will appear there.
The title tag is the single most important meta tag that you’ll write…in terms of search engine optimisation.
Branding strategies that make accommodations for writing good title tags accomplish two crucial things: they concisely and accurately describe web pages for visitors and they help to make those web pages visible to search engines for indexing. And what brand doesn’t want to be indexed by search engines?
Nearly every search engine ‘reads’ title tags, so writing ones that are attractive to robots is imperative for search engine optimisation. Here are the steps that How to Build a Brand recommend following when implementing online branding strategies with provisions for optimised title tags:
- Choose the keyword(s) or keyword phrase(s) for which you will optimise your web page. This can be accomplished in a number of ways, including research to find words most commonly used to find websites like yours, and close attention to your ideal clients’ word choices.
- Place the most important keyword(s) at the beginning of the title tag…at the very beginning, or at least within the first few words. If you’re using secondary keywords or synonyms, put them closer to the end. The rule? Search engines read in the same direction as humans do; therefore, the first words encountered are the first words noticed and indexed.
- Write a title tag that describes the content of the page succinctly, yet thoroughly.
- Describe the web page accurately – no misrepresentation. Any page with content that does not match its title tag is subject to penalty.
- Use 4 to 12 words, keeping the character count (including spaces) under 70. If the title tag’s character count exceeds 70, the end may be missing from the title seen by your potential clients. Because algorithms change regularly, it’s always a good idea to check the results after your pages are published, to ensure that your entire title tag appears. If it doesn’t, simply count how many characters have been allowed and rewrite it.
- Aim for a keyword density of 20 to 35 percent for each keyword or keyword phrase. Higher than that, and your content could be flagged as spam.
- Write a unique title tag for every web page. Duplicate title tags are considered duplicate content, which could amass penalties.
- Avoid using standard punctuation and avoid writing your title tags in sentence form. Separate phrases with pipes (|) and think compelling newspaper headline.
These are just the basics of title tag writing. At How to Build a Brand, we always suggest that branding strategies include targeted, specific SEO tactics for your particular brand and its mission.
Not sure where to start? Simply contact us on +44 (0) 208 123 6776 or email us on [email protected]. We’re always happy to talk about branding strategies, and the effects that brilliant ones can have on your brand.