The simple line of text that lies in between the <title> tag on every web page across the net is probably the most influential, and oft-ignored, factor that contributes to good organic search engine ranking. For all the clients that come through lifeBLUE, it is sometimes astonishing to see how frequently this simple "good web page guideline" tactic has not been implemented. Well, current and future clients, respect the love of the page title.
Google still reigns supreme as the most important search engine to consider in your marketing campaign. It should be no suprise, then, that Google is the engine where page titles have the greatest effect on good rankings. Having a keyword-targeted, unique page title for every single page of your website will help the search engine crawlers to identify and label each page accordingly, while also matching your page with a (hopefully) highly-targeted searcher.
For example, if you have a website that sells health insurance to Dallas-area businesses, labeling your home page with "Dallas Health Insurance Provider - My Company" is a whole lot better than "My Company - Index". Repeat this concept throughout your website (if you offer specific products that have their own pages, label each page with a unique title) and you will be one step closer to top placement in the SERPs.
As the search engines have evolved to better combat web spammers and to reward websites that provide services or products that are directly related to a searcher query, the page title has become a beacon of importance that cannot be overlooked. Just think, as easy as it is for spammers to create 1,000 pages that are all slightly different when it comes to content and keywords, it is much more difficult to produce unique page titles that stand apart from each other and will garner trust. In that same light, webmasters that intelligently lay out their page titles to match their content will be rewarded when visitors coming in from the organic search listing are taken directly to a page related to their query and not the index page or some other root page within the site.
Here's the best part: Editing page titles requires only an elementary understanding of .html. If you are smart enough to publish a website, you can enact this change for your own benefit at any time. Good luck.