How Friendly Is Your SEM?
7. At the very least, marketers should track which metric?
a) clickthrough rates
b) traffic volume increases
c) return on ad spend or ROI
d) margin per click
1. Title tags should always?
Answer: c) be unique for each page, including key phrases and branding information
According to Rand Fishkin, chief executive of Seattle-based search consultancy SEOmoz, targeting relevant, longer phrases is one key to effective title tags. He prefers using "as many as are completely relevant to the page at hand, while remaining accurate and descriptive." For example, he says a title tag such as "SkiDudes | Downhill Skiing Equipment and Accessories" is more effective than a tag such as "SkiDudes | Skiing Equipment." The additional terms, as long as they are relevant to the page and receive significant search traffic, can bolster your page's value. However, keep your Web site design in mind when creating title tags. Fishkin explains, "If you have a separate landing page for ‘Skiing accessories' than for ‘equipment,' then you shouldn't include one term in the other's title." This would essentially "cannibalize your rankings by forcing the engines to choose which page on your site is more relevant," he says.
Heather Lloyd-Martin, president and CEO of copywriting and optimization solutions company SuccessWorks, in Portland, Ore., says title tags should include no more than 60 to 75 characters with spaces because Google truncates at about 60 characters. In addition, title tags should be specific and relate the most important ideas first. When creating title tags, two things you should always avoid are throwing together a "laundry list of key phrases separated by commas" or using title tags that are the same on every page. Lloyd-Martin also suggests including compelling and unique content for title tags on each page to avoid repetition and improve search results.