How to Use Your Title Tag as your Marketing Tool
You cannot always control the way the search engines think about your site, but you can definitely attract more clicks with proper usage of Title tags. However, there are elements of how your listing appears that you can control, and can be more effective than your actual position at attracting clicks. These are your title tag (which appears in blue text in search engine results), your meta description (text you craft that explains what a page is about) and your URL.