SEO FYI: Page Title Optimization for the B2B Website
Your website is the hub of your B2B marketing efforts, so it’s critical that it be found on search engines. As a marketer, increasing your website’s search engine rankings should be a focused, ongoing endeavor. One of the simplest, yet most important steps to improve your B2B website’s search engine rankings is to optimize the page title.
It’s in the Little Blue Bar
The page title is the phrase that shows in the blue bar at the top of your browser when the web page loads. People rarely read page 
titles because their eyes are drawn to the actual page, but search engines use them to determine which keywords each page should rank for.
SERP’s Up
The page title is also the bold text that shows up on a search engine results page 
(SERP) when you rank in a search engine. If the page title is not well-written, visitors may not be as enticed to click through to your site. So your time and efforts toward ranking well won't generate much traffic.
Power Tips for Page Titles
When writing page titles, consider that the page title should:
- Accurately reflect the content of the page.
- Be unique for each page on your site, not duplicated.
- Use weighted targeted keywords. Keep in mind that the earlier words in the page title are given more weight than the later words.
- Separate keyword phrases with the vertical pipe character ( | ) or hyphen ( - ).
- Be brief. Search engines gauge the importance of a given keyword in the page title depending on the total number of words in the title. If a page title has 10 keywords, each word is about half as effective as if the title only had five keywords. So eliminate unessential words, e.g., “and,” “with,” “or,” etc.
- Limit length to about four keywords. 70 characters is the maximum length that will be shown in SERPs.
- Be written for click-through appeal for the aware human visitor who actually reads page titles.
Because you almost always rank for your company name, you may choose to leave it out of the page title, especially on interior pages. If you have the space, though, it doesn't hurt to add it.
Start with your homepage, then work through the most trafficked interior pages. For most businesses, optimizing the interior pages can yield significant traffic increases with just a few optimization efforts.
Need help optimizing your B2B marketing website? MLT Creative can give you a lift. Click here
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Martine Hunter is the creative director of inbound marketing with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.
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