A01 chaf6542 06 se fm indd

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[Chaffey, Dave] Digital business and E-commerce 2nd book

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Title HTML tag. The keywords in the title tag of a web page that appears at the top

of a browser window are indicated in the HTML code by the keyword. For example, for my site (<title>E-business and Internet marketing articles – DaveChaffey. com </ title>). This is significant in search engine listings since if a keyphrase appears in a title it is more likely to be listed high than if it is only in the body text of a page. It follows that each page on a site should have a specific title giving the name of a company and the product, service or offer featured on a page. Greater weighting is given to keyphrases at the left of the title tag and those with a higher keyphrase density. The Title HTML tag is also vital in search marketing since this is typically the text underlined within the search results page which forms a hyperlink through to your website. If the Title tag appearing on the search results page is a relevant call to action that demonstrates relevance, you will receive more clicks, which equals more visits (incidentally, Google will monitor click- throughs to a site and will determine that your content is relevant too and boost position accordingly).

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