The title tag is the text that you see in the top left hand side of your browser, normally above the back and forward button. It does not show on the actual web page itself but this title tag is the link text that you see in Google listing as the clickable link through to a website. It is the most important element as it tells Google and the searcher what the topic of your webpage is.

This is not to be confused with a heading tag. A heading is what you see on the page and is probably the second most important snippet on a web page.

The Heading.

The heading explains what the page is about to the user and the search engine. It is normally in a larger font than the rest of the text. It is in a semantic hierarchy. By that we mean the heading and any sub headings must be in order. This is done using HTML tags within your web page code.

The URL or website address of individual pages complement the title, heading and description.

URL Structure.

The way you name the individual pages help users and search engines identify what is on that page. To prove how important this is for search engines, type a keyword phrase (e.g. long jeans) into Google and see how many times long and/or jeans appear in the URL of the first page. On our count 7 out of 10 times.

You are now starting to see how the structure of a website is built up in a way optimised for search engines. We choose a keyword to target then start with the title, give the page an enticing description and an interesting and relevant heading also ensuring that the URL relates to keyword we chose. This is on-site optimisation.
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