Don't just put your slogan in the title tag when you formulate the copy of your website. The formulation of the title tag is the most important single aspect when you fine-tune your website:

1. It is what people first read when the listing of your site turns up in Google and other search engines.

2. It is the single element of your website that the search engines pay the highest emphasis on.

If you look up the source code, the title is what is between these tags: title and /title in the hard brackets. You can get the length of your title tag checked here: http://www.scrubtheweb.com/cgi-bin/webtools/meta-check.cgi

A typical slogan isn't stuffed with important keywords. My slogan for my stock photography business is "Stock photos from most of the World" and I am quite happy with that. It is honest and catchy which I like. But it isn't a good title for my website of A-Z Fotos: www.azfotos.com . Let us analyze that as an example.

The first two words of the slogan would be fine as the title tag because 'stock photos' are among the main keywords for A-Z Fotos. They are also fine because they are put in front of the title tag. Don't forget this so-called 'keyword prominence' in title tags.

They also function well when people are browsing down the listing after the search button has been activated, because people tend to look for exactly the word they wrote in the search box.

But the words 'from most of the' is absolutely useless. It is the kind of words that the search engines simply ignore because they are too common. The last word 'World' isn't any better. Nobody would search for the 'World'. - To say it mildly, it is too broad!

The alternative to your slogan is to formulate a title which includes your most important keywords for the specific webpage in such a way that it is attractive when the surfer browses down the search result.

For Google the title shouldn't be longer than 62 characters. Include your brand name if it includes keywords. Otherwise avoid it in the title unless it is very well known. As always be careful to choose relevant keywords and combinations of words that are often searched after. I always check at

http://inventory.overture.com/d/searchinventory/suggestion/ for the relevance of the keywords I have in mind. Be aware that many keywords are to some extent seasonal. Overture offers the frequency of searches in US of last month.

Searches in UK can be checked at

http://inventory.uk.overture.com/d/searchinventory/suggestion/

Remember to make the title tag even more specific for your subpages, i.e. the pages after the home page (index-page).

Avoid having more than one page with the same title.

Soren Breiting

Soren Breiting is a Dane with a broad interest and experience in education, communication, research, marketing and photography. Soren was trained as a scientist (biology / ecology) and has been working with environmental protection through environmental education during decades with a lot of international cooperation at the Danish University of Education in Copenhagen, Denmark. With special interests in bird watching and photography since early childhood, he combines his world wide travel with a number of professional fields. Soren Breiting has been especially engaged with the development of environmental education in Thailand, Hungary and the Nordic countries Denmark, Norway, Finland and Sweden and is now focusing on Education for Sustainable Development (ESD), not least because of UNESCO?s Decade For Education For Sustainable Development (DESD) 2005-2014. Soren tries to make the very best out of his diverse spectrum of expertise in his research work at the university when he is researching or developing environmental education, integrated science education, biology education, cross curricular environmental education or education for sustainable development related to schools or teacher training ? always with the democratic perspective: to enhance the action competence of the learner. He is a member of the University?s highly prioritized research programs: ?Research Program for Environmental Education and Health Education? and ?Research Unit for the Didactics of Mathematics and the Sciences?. Soren has been an online marketer since 1999 with websites like A-Z Fotos (azfotos.com) and Stock Photo News (StockPhotoNews.com) and in fact with many more websites, like Dyrenavne.com , photo-diary.com and Miljoeedderkoppen.dk. Soren Breiting was a cofounder of the picture agency Biofoto in 1981. Soren Breiting has written more than 20 books, numerous articles and research papers and reports, and he is widely published online, too, including with his free articles (Free-Articles.net) and his ezines (newsletters) ?Stock Photo News? and ?Undervisningsnyt? undervisningsnyt.dk .

Soren is married to Dr. Vibeke Breiting, a cosmetic surgeon with her own clinic (VibekeBreiting.dk) and a number of research papers in medical research behind her. They have four grown-up children and ?until now ? 4 grandchildren that keep their grandparents smiling and happy.