SEO 101: Should I Put my Business Name in the Title Tag?

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The html title tag of a web page's html header is the single most important "on page" element when it comes to search engine optimization. That being said, is the best use of this valuable real estate served by including your business name in the title? Chances are the answer is a resounding "no!"

The title tag is an html tag which occurs in the header of a web page's code. The first thing I look at when I get a call from a prospective client is their title tag. More often than not, this tag is being used improperly, to the extreme detriment of the client.

Recently SEOMOZ.org released its rankings of the ten most important factors in search engine rankings. The title tag came in at number 1, and this is no surprise to any SEO that has been around for awhile. Google especially pays a lot of attention to title tag content, and uses title tag information heavily to ascertain the relevant keyphrases for which to rank a site. The opinion of search engine experts is unanimous on this one - keyphrase use in the title tag is the number one "on page" factor affecting search engine rankings. This is not disputed, theorized or subject to professional debate. It is a fact.

Given this fact, we must look at how to best use the title tag to optimize our site for search engines. Many sites place the business name in the title tag (or even worse yet leave it blank or with default content such as "untitled document" or "home page"). Any of these variations can be disastrous!

Let's use an example of a company that manufactures widgets. The primary keyphrase for that company would be "widgets", this being the phrase for which the company would like to rank highly for in the search engines. Now let's assume the company name is "ACME Manufacturing Company, Ltd.". Notice that the word "widgets", which is the desired keyphrase, is not extant in the company name.

So the company goes out and builds a wonderful web site to promote their widgets. However, throughout the site the title tag contains the following content: "ACME Manufacturing Company, Ltd." What is the effect of this?

First off, the effect of this is that the site will likely rank highly for the search query "ACME Manufacturing Company, Ltd.". The problem is that nobody is searching for the company name, they are searching for widgets. So all of ACME's competition shows up in the search engines for a widget query, but poor ACME is nowhere to be found. How do we help ACME rank highly for the search query "widgets"? We must optimize the title tag for the search engines by replacing the current title tag content with the desired search query: "widgets".

Generally speaking, the company name should never appear in the title tag unless you actually expect to derive most of your traffic from searches involving your company name. As this is a rare situation, avoid the temptation to put your company name in the title tag - save it for elsewhere on your page. Put your desired search keyphrases in the title tag, and leave it at that.

Following this methodology throughout your site by optimizing title tag content for each page according to the desired search query for that page will be a major step in the right direction for high search engine rankings.

About the Author: Matt Foster is the President of ArteWorks SEO, a top 5 search engine optimization company in the world. For more information on search engine optimization, please visit http://www.arteworks.biz.

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I am proud to be a mentor for the Colorado TechStars program, and this evening we had our first mixer, a typical geeky mixup with poor acoustics and a male:female ratio of about 30:1. The mix was young entrepreneurs who won the TechStars competition and are now seed funded through the summer (along with gaining access to an array of very sharp advisors and mentors), the mentors, and other folk in the community who are focused on startups and business development.

A nice group and it was a good opportunity to both visit with some of my Denver-based friends and meet the young turks who are hopefully going to be building the next YouTube or Flickr in our proverbial garage.

Except for one glaring problem...

I estimate that I talked with about seven different startups this evening, roughly fifteen different entrepreneurs who are eager to dive into their business ideas full-time, to really devote all their energy into building Something Cool and Meaningful. Hopefully there's the proverbial pot o' gold at the end of the rainbow, but there was very little sense of people tilting towards a payout (or what we finance types call an "exit event"), which was nice.

But time after time, I asked "interesting idea, but how are you going to monetize it?" and received back flowery explanations that boiled down to "advertising" or, worse, AdSense. One group was even more disconnected, explaining that their goal was to build a large community of users, then they'd "figure out" how to make money.

Here's a tip for all you budding startup junkies: A busy site can certainly make for a great hobby, a fun project to fiddle with, and maybe a few bucks at the end of the month, but (with precious few exceptions) that's not a business.

Advertising? Well, you can look at the slow dissolve of the traditional media -- newspapers, magazines, radio, broadcast TV -- to understand the great risks involved in believing that someone else will always underwrite your efforts, someone other than your users. Further, while there might be high-flying estimates of future advertising revenue in the online world, it isn't often highlighted that the competition is going to get tougher too. A company like IBM might spend millions on advertising, but their money is going to skew towards a small number of large sites, not a large number of small ones, meaning that unless you want to build a business on the nickel and dime PPC payouts of Google's AdSense, AuctionAds, and related, you've got a fundamental problem in your business model.

How much smarter to have a business that has figured out a compelling value proposition, a solution that's so slick, so useful, that users are happy to upgrade to a paid premium service. Not an awkward afterthought of useless tools for the less than one percent who upgrade, but something really revolutionary, something new and clearly cool. Unfortunately, there wasn't much of that thinking embodied in the groups I met this evening, and while I remain highly enthused about TechStars, I am a bit concerned about the likelihood that we'll see a bunch of home runs, or, heck, even a single or two out of the mix...

No question, it's going to be very interesting to see how these companies evolve over the summer as various of us mentors and advisors try to hammer home the idea that the difference between a good idea and a real business is a reliable revenue stream, and that the best way to create that is to offer a compelling, valuable business service.

Then again, there are plenty of startups that were acquired without much more of a business plan than "get lots of eyeballs", so maybe I'm completely off-base here. How important do you, dear reader, believe it is that a business have a clear and sustainable revenue stream identified in the earliest stages of its existence?

[Via Dave Taylor] 

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While many businesses are bracing for the postal-rate increase scheduled to take effect May 14, those that make smart use of the new pricing system could actually see their costs reduced.

The new postal rates contain hidden surprises -- and therein lies the opportunity for business owners. While the cost of mailing a first-class letter weighing one ounce will increase by two cents, to 41 cents total, rates for other categories actually will be reduced, according to the U.S. Postal Service.

Letters weighing up to two ounces will drop to 58 cents -- five cents less than the 63 cents they currently cost. Businesses that reduce the frequency of their mailers by combining them stand to gain. A small business mailing 5,000 such letters would save $250 more than what it would have saved before the rate drop.

Businesses often send letters in unwieldy shapes and sizes in an effort to get noticed in a pile of junk mail. However, it is more expensive for the USPS to process these pieces of mail. A two-ounce large envelope will now cost 97 cents to send, which is a 53 percent increase from the earlier 63 cents. A possible solution for businesses? Reconfigure the mailing to a standard envelope size and pay just 58 cents to post it.

Undelivered mail also costs the USPS money to reroute and deliver to the new address or back to the sender -- almost $2 billion a year. To counter the cost, the USPS has proposed penalizing bulk mailers with inaccurate databases, by reducing their bulk discounts.

For international mail, the USPS will now offer only four types of service -- Global Express Guaranteed, Express Mail International, Priority Mail International, First-Class Mail International -- instead of the current eight categories. The average price increase for letters sent overseas will be 13 percent.

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http://www.gethomefree.com/

Launched in eleven Minneapolis suburbs this month, Get Home Free is a flat rate, prepaid cab card that gets its holder home safely. Mainly targeted at teenagers and college students, the concept's initiators are aiming to help out kids who are stuck with car trouble, have been drinking, or whose ride home has fallen through. Cardholders place a call to the Get Home Free hotline, and a car is immediately dispatched to bring them home, no questions asked.

Teen drinking and driving is a serious issue. As reported in the Star Tribune: "According to the 2004 Minnesota Student Survey, 28 percent of high school seniors reported having driven after using alcohol or drugs at least once in the previous year. Also, almost 40 percent of seniors reported that they had ridden with someone who had been using substances." Having a Get Home Free card as an emergency back-up should help keep some of them off the road.

Cards can be purchased online for USD 64.99 and are valid throughout the Twin Cities metro area, with statewide expansion to all key cities in Minnesota planned for 2008, and to high school and college campuses in all 50 states by 2010. In order to offer the service 24 hours a day, 365 days a year, Get Home Free has partnered with Airport Taxi and Town Taxi, Minnesota's largest fleet of taxis with over 300 vehicles. To spread the word, Get Home Free will give away one card every month to a random MySpace friend. Useful and straightforward, this is one to start up locally.

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In 12 seasons as a defensive back for the National Football League, including stints with the Detroit Lions and San Diego Chargers, Ryan McNeil often earned more than $1 million a year. The 36-year-old could have retired when his NFL career ended in 2005, but his second act was already under way. In 2001, McNeil had started the Professional Business & Financial Network, an Atlanta-based networking organization for pro athletes.
Three years later, the six-employee company launched OverTime Magazine, a bimonthly sent to 45,000 readers, mostly current and former professional athletes. OverTime covers lifestyle topics, personal finance, and the business ventures of athletes. “We want to help enlighten individuals about business, so when opportunities come their way they are more prepared to participate,” he says. Last year the company had sales of $725,000.
McNeil isn't finished. He's starting two more companies under the PBFN aegis: a speakers' bureau for athletes and a marketing company to help players build brands around their images. Next will be an athletes' career development Web site. “We've identified niches in the sports space and we are... looking for links that connect them all,” McNeil says. “There is so much potential here.”

[Via - Businessweek.Com] 

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Two years ago, Eli Reich was a mechanical engineer consultant for a Seattle wind energy company when his messenger bag was stolen. The environmentally conscious Reich, who rode his bike to work every day, decided that instead of buying a new one, he would simply fashion another bag out of used bicycle-tire inner tubes that were lying around his house. Soon compliments on his sturdy black handmade messenger bag turned into requests. "That was the catalyst," says Reich, who obtained a business license, gave up his day job, and quickly launched Alchemy Goods in the basement of his apartment building. The company's motto: "Turning useless into useful."

http://www.BoomerangBoxes.com

When Marty Metro and his wife added up the number of times each of them had moved over the years, it came out to an astounding 29 times. Metro knew they weren't alone in using massive amounts of cardboard boxes and was convinced he could help movers, businesses and the environment by creating a solution to the cardboard quandary. For now, BoomerangBoxes.com offers an online exchange for those outside the delivery area to link up and exchange boxes with others for a nominal fee. With annual sales projections exceeding $750,000, the company boasts 75 percent-plus gross margins.

http://www.pickydomains.com/

Eugene Gromov is a domain wizard. Software developer by trade, he has accidentally discovered that software companies are having a hard time finding available domains for their new products and services. But coming up with unique, memorable domain names was his hidden talent. After naming domains for others part-time for three years, he was literally forced into going into domain name business full-time. “When I started getting multiple orders a day, I realized that I can’t do it on my own any longer. I needed help”. So he launched PickyDomains.Com a site that aggregates orders for domain names and shares 50% of the profit with people who name domains for him.

http://www.invisiongolf.com/

While golfing with his brother one day, Andy Yocom saw prime advertising space on the flags on the course. He and his brother Timmy reasoned that any marketing messages would get prominent attention if they were placed on the flags, since golfers focus on them when they take their shots. Today, Invision Golf Group has expanded its advertising and marketing services beyond just flags to include whole golf course sponsorship-from banners in locker rooms to advertising on golf carts. The strategy is working: At press time, the sales were standing at $300,000 a year, and the company now has a presence on 142 golf courses in 26 states.

http://knifethrower.com/

Ten years ago, The Great Throwdini (David Adamovich), now 59, retired as a physiology professor, bought a billiard hall and took up knife throwing. Adamovich now holds six world records and performs about 20 solo shows a year. He has performed on Broadway, at corporate events and weddings and on TV shows such as "Late Show with David Letterman" and ESPN's "Cold Pizza." He makes around $100,000 a year for his knife-related ventures, but for $75 an hour Adamovich also offers private lessons at his Long Island, N.Y. home.

http://www.lemonaidcrutches.com/

Leg casts decorated with Sharpie markers are so five years ago. What’s the new must-have item for the injured fashionista? Designer crutches, of course. For Laurie Johnson, founder of LemonAid Crutches, the idea of adding a little pizzazz to the drab world of medical supplies was born out of terrible tragedy. In 2002, a small-plane crash took the lives of her husband and 2-year-old son, and left her with a broken femur that wouldn’t heal. A year later, still in emotional and physical pain, Johnson decided to take life’s lemons and make lemonade. It all started when her sister spray-painted Johnson’s crutches and fabric-trimmed the handles. “I sat there thinking, ‘Oh my gosh, this is so silly, but they make me feel better!’” says Johnson, 46. “I said, ‘If I feel this way, someone else is going to feel this way, too.” And though the designer-crutch business may seem like a small niche, Johnson has big plans for several new projects, such as offering crutches to children’s hospitals. Last year Lemon-Aid brought in just under $150,000.

http://www.recycledseatbelts.com/

Betty Funk's purses, made from used seatbelts, are so strong you can pull a truck with one, as a customer found out when a tow rope proved too short. The purses are so strong, you could whack a purse snatcher into next Tuesday. The strap won't rip, either, if you get into a tug-of-war with a pilferer. After all, the purses are made from material designed to save your life. Some people balk at the prices, which range from $40 to $130, depending on the size of the bag, and can rise to $160 for custom-made bags. But the business is booming. The company has sold close to 1,000 bags so far.

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Like so many great business ideas Katie Olver’s eureka moment came to her out of a desire to buy something that didn’t exist. She was on the look-out for a personalized novel as a present for a friend, but the only ones she could find were for children. With a little persuasion, she convinced her partner of seven years, Jon Reader, to help her turn the idea into a business, and got to work on setting up U Star Novels, a series of personalized romance novels where the reader is the protagonist. The 2007 revenue is expected to be around $140,000.

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Ralph Trumbo is neither an athlete nor a celebrity. Nevertheless, he has a bobblehead likeness of himself sitting on his mantel. Bobbleheads, those shaky-headed 3-D caricatures, have jiggled free of their mass-produced roots of an earlier generation. Once merely featureless figures decked out in team colors and handed out on game day, they now depict just about anyone who wants one. Ralph, who graduated from the University of Iowa with a fine arts degree in 2002, has been drawing caricatures since he was a child. He turned that interest into a job making bobbleheads after graduation. He won't say how many he makes beyond ''quite a few.'' Prices range from $150 to $200.

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Tom Taylor never expected to be a player in the business world; he just wanted to play video games. But as he got better and better, his passion for competitive gaming--and his desire to share his expertise with others--grew. Last year, Taylor, a top-five rated player in the pro-gaming circuit, started a video game coaching business to help others who wanted to improve their games. "I wanted to offer them a shortcut so they didn't have to go through what I did to learn," says Taylor, who started playing video games at age 7. Running his business, Gaming-Lessons, out of his Jupiter, Fla., home, Taylor draws dozens of clients from middle-school kids to middle-aged parents and from college students to celebrities. His fees? A whopping $65 an hour.

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http://www.bizebodieserrands.com/

Many people are just too busy these days for their own good — and that’s fine with Mandy Leeuwen.

The White Marsh resident has opened BizEBodies, a business doing odd jobs that the over-scheduled can’t get around to.

The 26-year-old woman, who holds a degree in public relations, has hired an employee to assist her after just eight months in business.

For advertising, Leeuwen said she has used the consumer Web site Craig’s List, releases to local newspapers and her Web site to generate a clientele of 20 weekly customers and others on a less-regular basis.

She estimated her active roster at 60 accounts.

She does chores like walking dogs, scanning business cards into a computer and picking up dry cleaning from the Washington suburbs to the Baltimore area. Her charge is $25 per hour, including travel time.

“I cater to high-end people, people who are willing to pay me that for whatever they need done,” she said.

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