Many websites we audit fail to make proper use of page titles and descriptions. The page
title and meta description used in the top HTML header of every page is very important
to Google as well as to the other major search engines.
Google in particular makes frequent use of the page title and meta description of each
webpage in their search listings. It is important to observe the formatting of page titles for
Google, and display no more than 70 characters in the title and 160 characters in the
description.
Remember that the search engines -Google in particular - do not like duplicate page titles
and descriptions.
A website should funnel as many site visitors to their key pages as possible. Web
designers or web owners often design the site-wide navigation so that many links point to
non-essential pages. This will weaken the Page Rank (PR).
Optimize your key landing pages.
Typical issues are:
A clear headline or sub-headline is necessary – often use a question for the
headline – that’s very effective
No clear indicator of what the web page is about
Excess links and distractions on the web page
No clear flow of content
The Unique Selling Proposition must be clearly stated at the top