Also, I never cease to be astounded by the number of web design companies that claim to be leading experts in search engine optimisation, yet don’t know how to create a simple title tag. This is basic SEO 101 stuff that every good search engine professional should know about.

Ideally each important page should have a different title tag and each title should contain the primary search words for the page. Just think of a title as you would a headline on a newspaper billboard. It is the “attention” grabber that makes you want to buy a paper and read the story.

The meta description on the other hand describes what the page is all about in 150 characters or less. It should be written in an enticing way to help promote a click-through and should also repeat the primary keywords for the page.

Title and meta description tag length is also vitallly important, yet I have found few web designers that truly understand this. Instead they create extra long title and description tags that get cut off in search engine results pages and never make any sense to the reader.

Even when a web page has been highly optimised, it is poor title tags and meta description tags that can easily sabotage your click-through rates and subsequent enquiries or sales. You may rank No 1 on Google for your important keyword phrase but this will be of little use if your title and description makes no sense to the reader.

Instead of clicking on your listing a potential customer is more likely to click on a more appealing description that get’s them excited and makes them want to view the page.