by Simon Hillier

Want to know the easy way to attract search engines and drag readers away from your competition? Spend some quality time with the most neglected member of the web copywriting family - your page title.

Now I know what you're thinking. Those page titles should count themselves lucky. And who can blame you? All these web copywriting tips articles are worse than moving back home with your parents. There's mum nagging into one ear, "Did you include a catchy headline? Where are your subheads? Don't forget your keywords!" while dad just keeps reminding you, "If you don't build those incoming links, you'll never get a decent search engines ranking."

It's enough to make anyone run to their room, turn up the stereo, and try to forget they ever heard the term search friendly web copy. But before you hang that "Do not disturb" sign on your door, there's something we really need to talk about - how and why you should write better page titles.

What is a page title?

The page title is located at the very top of your screen in the blue bar above the address bar and menus. Depending on the browser you are using it will usually display the name of the website or web page that you are on, followed by "Windows Internet Explorer" or "Mozilla Firefox",

One of the reasons that people forget about page titles is because they are added into the page code, rather than onto the page itself. Which means the job of writing title copy is usually handed over to the web designer. If the designer isn't a search engine optimisation expert, or hasn't been briefed to write the title copy, titles are usually left to their own devises and look something like:

Websitename.com - Windows Internet Explorer

or at best

The Widget Store - Windows Internet Explorer

In this state they are little more than a band of alphabetical castaways, stranded in a deep blue sea of pixels - dull, unfulfilling and meaningless to all but those who own the website.

Yes it's a sad tale, but one that sinks into tragedy of ancient Greek proportions when you realise the overlooked potential of well-crafted title copy.

Why should we write effective page titles?

• Titles are used as the heading for your site listing in search engines.
• They influence search engine rankings. Greater relevance, higher ranking
• People dismiss search engine listings with titles unrelated to their search.
• A relevant title draws search engine surfers to your site.
• When someone adds your page as a favourite, they can easily find you later
• The title is stored in your visitors History
• Other sites often use titles as the text link copy to your page. Search engines place high importance on relevant text links.
• RSS generators use page titles to create headlines

Once you realise just how hard page titles work to help attract search engines and site visitors, is it any wonder they see themselves as the Jan Brady of online copywriting, constantly living in the shadow of their flashier, prettier or cuter siblings such as headlines, subheads and hyperlinks?

Here are some tips to help you bring the best out in your page titles.

Copywriting tips for page titles that work

• Keep your title to no more than 60 - 65 characters
• Make the description clear and in plain English.
• Write a unique keyword focused title for each page
• Don't use 'clever' or teaser titles that don't explain what the page is about
• Put you keywords to the front.
• Don't use your keyword more than 3 times
• Make your title a call to action or benefit for the reader
• Omit unnecessary words. Instead of "Are You Looking For A Cheap Place To Buy Widgets?" write "Looking For Cheap Widgets?"

So next time you are writing copy for your website or blog, by all means play with those boistrous headlines and subheads, pander to those pretty paragraphs, keywords, and hyperlinks, and make your bullet points look as cute as a button. Just don't forget there is a page title looking down from the bedroom window, wondering if you are ever going to really appreciate its many hidden talents.

Give page titles the encouragement and attention they deserve, and you'll be amazed at what they can do for your web writing objectives.

About the Author

Simon Hillier runs Get There Writing Services providing high quality copywriting services to companies around the world, and tailored web writing workshops to Australian organisations.