Does This Title Stink?

June 2008

It’s a nasty little habit, and it could be costing you visitors and conversions. Learn the ugly truth about title tags, and how what you don’t know could be hurting your online marketing campaigns.

Does This Title Stink?

Are your title tags costing you visitors and conversions?

If you wrote five books, would you give them all the same title? Or if you wrote five white papers, would you use your company name as the title on all five? Of course not! But that’s what happens on websites all the time. I’m talking about the title tag and how important it is to driving qualified visitors to your website.

How writing good title tags can boost qualified traffic

Title tags are in the meta data of your website. So when you view a web page, the blue bar going across the top of your browser displays the title of the page like this.

It tells search engines what the page is about. So it’s a great place for keywords and phrases. Many companies like to use this space for branding. They even have rules for their copywriters such as company name must always appear first, followed by product line, etc. So what’s wrong with that (aside from the fact that you only have about 65 characters)?

Here’s what’s wrong. Every page has the same name… just like the example above of titling all of your white papers with the company name.

So what does this mean for B2B marketers?
If you’re running an online marketing campaign that’s linking either to a landing page or a specific page within your website, the page should have a title that follows the campaign message, and the content should be relevant to the message.

For example, if I were running a campaign to promote my copywriting service for white papers, then the landing page should have a similar title and content. The title would look something like this, "Good copywriter for white papers, case studies and trade publications." And the content could say, "If you’re looking for a good copywriter for your next white paper or case study…"

Keeping title tags and page content consistent and relevant will help you rank better by search engines. More importantly, qualified buyers–not random visitors–will easily find you.

See if your title tags are driving qualifed visitors and converting them to buyers.


That’s integrated marcom!

More next time…

PS Tell us your thoughts on vertical search at the Integrated Marcom Minute Blog.

PPS Here’s a good Marketing Profs article, "How to Strengthen a Site Via Title Tag Strategies."