If you’re putting time and effort into creating regular content for your website then you want to be getting the most out of it. There are a range of options for getting your content out there but the first thing you should do is check that your Content Management System (CMS) is doing all it can from an on page optimisation point of view.
The first thing I always do when reviewing a customer site, or potential customer’s site, is have a look at their page titles. If their page titles, as opposed to their article titles, are poorly structured then they are falling at on page ooptimisation hurdle number one (I never thought I would say that).
What is a page title?
When an internet marketeer or search engine optimisation refers to your page title he, or she, is referring to the text which is displayed at the top of the browser bar.
Where this become increasingly important is in the creation of articles, bulletins and news items relating to a service or a company but not specifically designed to attract traffic from a single search engine query. Such items will pick up the longer tail traffic, i.e. traffic arriving from phrases you are unlikely to guess at. Over time such traffic will dwarve that arriving from your very specific keyword targets, particularly where your site contains a depth of content.
In such circumstances, if your page title does not reflect the nature of your content, perhaps by dynamically picking up article titles, then your CMS is letting you down and you are not maximising your efforts.
What should you do?
Check out your articles to see if the page titles vary from article to article and display a title relevant to the content. If they don’t get on to your developers and give them the hairdryer treatment.