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The actual title of your page is found in the title element of your code:
This Is Your <a class="zem_slink" href="http://en.wikipedia.org/wiki/Web_page" title="Web page" rel="wikipedia" target="_blank">Page</a> Title
For the search engines and browsers to read it properly, this code needs to be placed in the <head>section of your code:
<head>
<title></title>
</head>
How and Where Is the Title Tag Displayed?
While your page title is essentially hidden in your code, there are four places it is visible. Each of these places have varying degrees of impact on your potential audience.
Search Engine Results Pages
When a search is performed, in most cases, Google and other search engines pull the page title to display as the clickable link. This is what most people see, scan and read as they are deciding which site to visit after a search.
Browser Tabs
More and more, web users have multiple browser tabs open at one time. It may be three or four, or even dozens at a time. Your well-written title tag will help them find your information more quickly as they seek to navigate back to the open page.
Keep in mind that usually only 1-4 words of the title will display in the tab, giving you viewable ranges from 25-50% of the whole title. This might alter the way you structure your title, placing the most important information first.
Browser Bookmarks
Social Links
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When pushing content out onto social media channels, the title of your page is usually the title of the link that gets pushed out. If your title is too long or has additional words that are unnecessary (such as company name), this could lead to socialization of a not-so-compelling or interesting title. Since clicks are an important part of socialization, your title should be optimized for that, too.
How You Can Benefit From Good Titles
A title tag serves three main purposes of SEO, usability and socialization. They influence rankings, persuade people to click and increase visibility.
SEO: Influence rankings
As I mentioned before, if I could only make one change to a site for search engine ranking purposes, it would be the title tag. Adding or moving keywords in a title tag can mean the difference between a page not ranked and page ranked on the first page in the search results. Depending on your competition, it can literally have that much power.
Usability: Persuades the click
Since the title tag is (usually) displayed in the search results or on social sites, it is the often the very first point of influence in bringing someone to your site. If your title tag isn’t compelling, then all your top rankings and social shares ultimately won’t amount to a whole lot as potential visitors bypass it for other more compelling content.
Socialization: Increases visibility
When looking for social engagement, the more compelling your title, the greater likelihood that it will be passed and re-passed and re-passed by the masses. Boring titles that get skimmed over don’t engage audiences. Exciting titles do. The higher your engagement, the better visibility your title tag earns you.
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How to Craft a Good Title Tag
Crafting a quality title tag isn’t always as easy as it seems. Every display platform has differing limitations and serves a different purpose. Obviously, good writing is essential to being effective. Poorly crafted and structured words are skimmed over at best, and portray a level of incompetence at worst. Using good writing practices will ensure you craft a title tag that is worthy of the attention you want.
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