The title tag is the holy grail of on-page SEO. It's the most important thing in your source code. If you're going to take one thing away from this article, pay attention to this:
You know those results Google provides when you're searching for something?
All of those results come from the title tags of the webpages they are pointing to. So, if you don't have title tags in your source code, you can't show up in Google (or in any other search engine, for that matter). Believe it or not, I've actually seen websites without title tags.
Now, let's do a quick Google search for the term "Marketing Guides":
You can see that the first result is for the KISSmetrics blog section on marketing guides. If we click on that first result and view the page source code, we can see the title tag:
The title tag is designated by the opening tag: <title>. It ends with the closing tag: </title>. The title tag is usually near the top of your source code in the <head> section.
And we can see that the content inside the title tag matches what is used in the headline of that first Google result.
Not only are title tags required in order to be included in Google search results, but Google identifies the words in your title tags as important keywords that they think are relevant to their users' searches.
So if you want a certain webpage to rank for a particular subject matter, you'd better make sure words that describe the subject matter are in the title tag. There are a number of online resources where you can learn more about how keywords and title tags are important in your overall site architecture.
Here are some important things to remember about your title tags:
- Make sure you have only one title tag per webpage.
- Make sure every webpage on your website has a title tag.
- Make sure each title tag on your website is unique. Never duplicate title tag content.