Include the company/domain name in page titles and urls?
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I know this isn't something that I would use site-wide but I'm wondering if it helps or hurts me to use my company name (also my domain name) in pages below the homepage.
As an example, let's say I'm Home Depot. In the category pages off the homepage should I use Page names and urls like Home and Garden Supplies or Home and Garden Supplies at Home Depot? Or does it hurt me to reuse my company/domain name on multiple pages?
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I think that if you have an important, impressive, well-known brand that you can boost your SERP click through rate and conversion rate by including your brand in the title. However, for a relatively unknown brand like mine there might be more valuable things to include in the limited title tag space.
These might include:
- free shipping
- kick ass price
- free ebook
- fast delivery
- biggest selection
- free beer
- a couple of extra keywords to pull traffic
All of these can elicit clicks and put the buyer in the mood to do what I want him to do when he gets on my site.
I am not out to compete with Microsoft on branding. I am out to get visitors onto my site and covert them - so I believe that in my situation the title tag space can be more wisely spent.
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My standard procedure is to have clients include the company name on any "About" related pages, as well as "Contact" related pages, "press", or "media" related pages. It's important to do this so as to ensure the best chance of outranking other sites that have information on the company. I also don't believe it's necessary to do this with the domain name, since the domain name is already in every internal and external link.
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