Given this fact, we must look at how to best use the title tag to optimize our site for search engines. Many sites place the business name in the title tag (or even worse yet leave it blank or with default content such as "untitled document" or "home page"). Any of these variations can be disastrous!

Let's use an example of a company that manufactures widgets. The primary keyphrase for that company would be "widgets", this being the phrase for which the company would like to rank highly for in the search engines. Now let's assume the company name is "ACME Manufacturing Company, Ltd.". Notice that the word "widgets", which is the desired keyphrase, is not extant in the company name.

So the company goes out and builds a wonderful web site to promote their widgets. However, throughout the site the title tag contains the following content: "ACME Manufacturing Company, Ltd." What is the effect of this?

First off, the effect of this is that the site will likely rank highly for the search query "ACME Manufacturing Company, Ltd.". The problem is that nobody is searching for the company name, they are searching for widgets. So all of ACME's competition shows up in the search engines for a widget query, but poor ACME is nowhere to be found. How do we help ACME rank highly for the search query "widgets"? We must optimize the title tag for the search engines by replacing the current title tag content with the desired search query: "widgets".