When considering how to modify page titles for a site, it’s important to recognize the significance of brand awareness for your products and services. Your brand may be just as important, and perhaps even more important, than anything else.
Let’s say that you operate Crazy Cutters Hair Styling. Your “claim to fame” is short waiting times and quality hair care products that sold in your salons. Crazy Cutters is a pretty catchy name, and, depending on the nature of your other marketing and advertising efforts, it may be well known.
This is where some investigation is in order. When they visit your salon or Web site, ask your customers how they found out about you. If they found you in the Yellow Pages or a newspaper, ask them why they decided to come to your store. If your brand name or slogan is mentioned often, it’s a “must use” on your site! For example:
Haircuts and Family Hair Care at Crazy Cutters
Crazy Cutters Hair Styling - Cut Out the Wait!
Hair Conditioner - Treat Your Hair to Crazy Cutters
Each one touches on a different aspect of the products, services or customer experience. Search engines will pick up on the coupling of these phrases and others prominently identified on your page and associate them with Crazy Cutters. Alone, it isn’t clear that the term Crazy Cutters has anything to do with hair styling. By integrating your important keywords with your brand, search engines will more readily identify Crazy Cutters with the hair styling theme, and your site ranking will rise, especially for long-tailed searches.