Titles are the text that displays in the user’s browser bar when they come to your page. Every page should have a browser title that reflects the most important content of the page. This is useful for your readers, who will see the title when your Web page is minimized or viewed in a tab, and search engines, which read titles to help determine the topic of the page.
Ideally, the title of each of your pages should be different. For example, the title of ThinkOnlineNow.com is simply “ThinkOnlineNow”. But the title of an individual post page (such as http://www.thinkonlinenow.com/2010/02/web-design-warning-signs-8-no.html) includes the title of the post, “ThinkOnlineNow: Web design warning signs: #8 – No discussion of SEO strategy”. Using “ThinkOnlineNow” as the title of every page would not be as effective.
Meta Tags are included in the code of your Web pages, but are not displayed on your Web page when viewed through a browser. They allow you to include a short description and a set of keywords for each of your pages. Search engines take the meta description and keywords of your page into account when determining its rank for various search terms. The meta description will be displayed when your page appears in a search engine results listing.
For example, the ‘Body Armor’ page on PoliceOne.com uses meta descriptions and keywords that include different words relating to body armor, the names of body armor manufacturers, and other terms users might search for when they want to research police body armor. Meta tags are specified in the header section of the HTML:
<meta name="keywords" content="Body Armor, Law Enforcement Body Armor,Police Body Armor, Police vests, Protective body armor, bullet proof vest, kevlar body armor, kevlar vest, kevlar vests, police armor, police protective gear, police under armor, swat body armor, swat bullet proof vest">The description above appears in a Google results listing:
<meta name="description" content="Research and buy Body Armor for law enforcement and police. Find products, videos, companies, articles, press releases and tips.">
As your designer builds your site’s HTML, they will need to include both titles and meta tags. If they are not familiar with the content of your site, they should either provide you with a way to submit this information for each page, or automatically generate titles and meta tags based on the content the page. Note that meta descriptions are the most important element. There is debate as to whether search engines currently put much weight on meta keywords. You can likely get away with a standard set of keywords that you use across your site and make minor modifications for important pages.
If you plan to expand your site, it is important to work out a system with your designer to ensure that future pages always include distinct titles, descriptions and address meta tags.
Read the full series: Top 10 Web Design Warning Signs