The Title Tag for each page is the most important consideration for effective optimization for the search engines.
Studies have shown over and again that the words in the page's title tag are given higher weight than any other factor on your web page, as long as those words are repeated (in any order) somewhere on the page itself. There will be a maximum of 64 characters displaed.
For example, if your page's title tag is "Clothing and Accessories", the search engines know that is what this web page is all about. Old Navy's web site home page uses "Shop Men's, Women's, Plus and Kids' Clothing" telling the world that they have clothes for men, women, kids, and plus size.
Your Web Page Title Tag is also Important Because...
When someone searches for websites such as yours, the search engine results show your web page title in underlined and the search term in bold if it is in your title. This will only help you if the title is worded in such a way to stop them in their tracks so that they read your page's description.
Your Web Page Description
This is what will appear in the search results beneath the Page Title, but not always. Sometimes the search engine will display relevant text from your page instead. In either case, the search term will be displayed in bold within the text.
The Title stopped the person using the search engine, but when they then read the page's description, it will confirm that this is the right site to click on. There will be a maximum of 128 to 150 characters displaed depending on the search engine.
Your Web Page Keywords
The keywords tag allows you to list words that you would like this web page found under. No search engine pays attention to this list of words (anymore), but many web site directories that you can submit your web site to will automatically read this list to determine when to display your web site when someone uses the directory.
Don't go overboard, just list 8-10 important words that actually appear on the web page.
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