If you hadn't paid much attention to title tags until now, but you implemented the basic concepts covered in part one of this series, you are already well on your way to creating a better user experience as well as a more-optimized search experience.

Of course, most of us aren't satisfied with just the basics.

Title Tag Patterns

It's important to establish patterns, or style rules, for title tags before you begin changing them—for two reasons: Doing so will greatly simplify the process; and it will be more consistent across the site.

Depending on the site, title tags may be manually created and managed, or they may be created automatically—which further supports the need for creating a pattern or formula for title tag creation.

The best of both worlds is provided by systems that allow the ability to manually override a title tag. However, it is important, if overriding, to not end up duplicating the title of another page.

Let's start with the homepage, since that is often the page that can vary the most from the patterns used throughout the site. The homepage often serves as the main landing page and needs to strongly support the site or company name as well as the broadest or most important search terms.

Accordingly, the homepage often lends itself to leading off with the site or company name:

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Brian R. Brown is a consultant with natural-search marketing firm Netconcepts (www.netconcepts.com) and blogs at www.cnet.com/seosearchlight.