Bill Myers

If you search Google for the phrase 'untitled document', you'll find 16 million sites that are 'missing in action'.

All these sites failed to include the html title tag on their web pages.

Without the title tag, Google and the other search engines will see the page as an 'untitled document' - and will rank the page lower than pages that do include title tags (or may not rank the page at all).

Just by including a title tag in the html of your web pages, your website will have a higher ranking than the 16 million sites that fail to do this.

Best case? Your competitor neglects to include the title tag on their web pages. In this scenario, you automatically get a higher page rank.

If in doubt, view the source code of your web pages. You should find the title tag in the head section. If it is not there, you need to add it.