The page title is the wording displayed at the top left-hand corner of your browser. Search engines give high priority to the titles on each page because they are easy to locate. The title on your home page is the most important one, so make sure yours tells visitors who you are and what you offer. Try to express this in less than 40 characters and spaces. There are no marks for perfect English. Say what you want in short pithy phrases.

Remember, too, that good slogans make bad titles. Searchers aren't looking for advertisements. They are looking for nuts-and-bolts help. It is a critical distinction. So where an advertising tag line for a program that helps people with their tax returns might boast the headline "The greatest tax software in the country," a title version that simply offers to tell an inquirer "How to reduce your tax liability" actually includes more words that searchers are likely to type in to find it.

Every Web page has a title space at its top left-hand corner. In HTML-speak the instruction sits between the <head> and the </head> and is enclosed in the line that begins <title>.

The trick is to make each title different, yet relevant to its page, and thereby add to your Web site's appeal. Put yourself in your visitors' shoes. Ask yourself what you would want to know.

If by any chance there is no title on a page, it is not uncommon for search engines to display, by default, the first couple of sentences they come across.

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