Truth 17. What’s in a title? Everything...

Ask a group of search engine optimization specialists what the one single most important factor is in determining high rankings—or at the very least, search results page relevance—and you are likely to get a consistent answer. Chances are, most will vote for the modest—but mighty—title tag.

The text in each page’s title tag is what appears in the clickable link on search engine results pages. So, fixing and adjusting the words that are used (and appear) in a page’s title tag is one of the quickest and most effective adjustments you can make to influence not only that page’s ranking, but also the number of people who actually click on the link. Just as important, title tags, both individually ...

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