Search Engine Optimisation, or SEO, involves every inch of a web page, from top to bottom. If you want the search engine spiders to reach out into the web and find your site, then rank it very highly within the results, it pays to make use of even the minute details of the pages.
The most important way to engage with relevant search topics and do so most effectively is to populate your page with the relevant keywords and key phrases. So long as the copy is original and of a good standard, keyword rich information on your page will enjoy search engine success, but by including keywords in other parts of the page, you’re likely to yield even greater results.
Make sure you have a unique, keyword focussed title tag on every page of your site, not just the homepage. Search engine crawlers respond to each page of a site on its own merits and the title tag is one of the first elements of each page that they will read.
There is often a temptation to let a company name dominate the title tag, but it is far more important that the title tag be rich in SEO friendly keywords, that are relevant to the demographic you’re hoping to draw in.
If you have your heart set on including the name of the company, at least place it at the end of the tag and include the relevant keywords first. The search engine crawlers will read them in that order and unless you’re a major brand with a household name, it’s more likely that the search topic will be a relevant keyword rather than a specific search for your company name.
If a user is searching for your company specifically, they’re more than likely to find it. But Search Engine Optimisation is designed to make you visible to an even broader demographic. That’s why keywords and key phrases are so crucial, and why they need to be present in every nook and cranny of your page to guarantee success.