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Just as your site title should have your most important keywords within them, so should your company name.
Why you ask??? The answer....directories.
In directories, when a visitor uses search function (which is what vast majority use) you will only be found if search term visitor uses is found either in your site title or your description. Unfortunately, virtually all directories require your site title to be your actual company name. Remember that directories are powered by humans, not software. A human reviews site, and assigns title and description that he/she decides is correct. Yes, they all let you suggest a site title, but ultimately, regardless of what you submit, your title almost always end up as your company name.
Looking again at above example, this would mean that your title in almost all of directories would be "The Brewmaster". This means only place you would have left to put your keywords would be description, and this again is up to editor. This means that any site that has search term "coffee" or "gourmet coffee" in both title and description would come up far ahead of your site in search results, costing you traffic and sales that could have been yours.
Here is another very overlooked tool. Whenever possible, your URL should contain your most important keywords. Many engines and directories will give your site a boost if your keywords are found within your URL. Also, when you submit your site to directories, if your URL, your company name, and your site title all match, that will virtually guarantee that you will get title you requested.
Let's tie three previous areas together with an example of what you could have named your site instead of "The Brewmaster".
Here's one possible alternative: "Gourmet Coffee Brewmaster".
The above alternative would give you a company name that includes our most important keywords and perfect title for your page.
You could then reserve domain - http://www.gourmet-coffee-brewmaster.com -
giving you a perfect trifecta. The same company name, page title, and url, practically insuring that you get directory listing you want.
Of course, this is only one possibility, but I think this should illustrate my point.
-Unless you have a huge advertising budget or are an extremely well branded business, DO NOT name your online business something like above example.
-Use a business name that contains your most important keywords.
-Use this business name as your site title
-Use a URL that contains your most important keywords and whenever possible, is same or as close as possible to your keyword laden business name. Follow these rules and you should have no trouble in developing a very steady flow of large amounts of traffic from directories and you will be well on your way in search engine arena as well.
John Buchanan is the author of the book "The Insider's Guide to Dominating The Search Engines", and publisher of a FREE monthly newsletter "The Search Engine Bulletin". Visit us at http://www.se-secrets.com for more information or to sign up for the newsletter.