The title element is used to describe the contents of a document.
The title is one of the most important aspects to doing SEO on a web page. Each page title should be:
- Unique to that page: Not the same for every page of a site!
- Descriptive: What important ideas does that page cover?
- Not excessively long: Typically page titles should be kept to 8 to 10 words or less, with some of the most important words occurring near the beginning of the page title.
Page titles appear in search results as the links searchers click on. In addition many people link to documents using the official document title as the link anchor text. Thus, by using a descriptive page title you are likely to gain descriptive anchor text and are more likely to have your listing clicked on.
On some occasions it also makes sense to use a title which is not literally descriptive, but is easily associated with human emotions or a controversy such that your idea will spread further and many more people will point quality editorial links at your document.
There are two main ways to write titles and be SEO friendly
- Write literal titles that are well aligned with things people search for. This works well if you need backfill content for your site or already have an amazingly authoritative site.
- Write page titles that are exceptionally compelling to link at. If enough people link at them then your pages and site will rank for many relevant queries even if the keywords are not in the page titles.