The document or webpage title tag is one of the most important items for on-page optimization. This appears at the top of your page in the browser and is found between the and tags in the header of your page. It describes what your website is about and should contain your target keyword in it. In other words if you are selling red shoes and your target keyword is "red shoes" then your title should have that somewhere in it.
Just like your essays in school where your title told the reader what to expect in the document, your page title also tells the search engines what your page is about. Remember that search engine optimization is all about making sure your website or web pages are related to the keywords you target. By the same token, when search engines index your content they file them in by relevance to any keywords that maybe typed in when people search online. The title therefore tells the search engines where your page should be filed - to put it simply, and you want to make sure it is filed under your chosen keyword.
Things to consider:
Your title must include your keyword but should also have a great call to action just so people click through to your website when they see your title on the search engine results page.
Try to make your title tag unique on each page and avoid keyword stuffing by putting a long title just to try and cover all the keywords you are after. Apart from search engine benefits, your title should also attract people to your website and a title of around 60 characters should be just about fine to ensure that it is all visible in the results page. There is no point saying something very witty when people will not see it.
The thing with unique titles for each page is automatic really. You may sell the red shoes described above but it is very likely and natural that not all your 57 pages on your website will be talking about red shoes. Whatever they are talking about is what goes in the title. This may sound like asking you to avoid using your keywords but it works because the content on the other pages will be related to your main keyword or line of business which helps in the search engines.
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