Optimise, Don’t Spam
A common mistake made by in-experienced search engine optimisers (optimizers), is to fill the title tags and meta tags of a web page with as many keywords as they can, according to Hitwise Australia.
While it is important to have your keywords in these tags to help your web page appear more relevant for those terms, having too many can harm your web pages more than you may think.
Google shows up to 65 characters of the <title> tag when users search for a query (this figure currently fluctuates anywhere up to 70 characters).
Example of a spam title tag (over 65 characters):
<title>SEO, Search Engine Optimisation, Search Engine Optimization, Search Marketing, PPC & Internet Marketing Services & Company in Australia</title>
Having extremely long title and meta tags means that because you have put so many keywords in your tags, the really important and most relevant terms are diluted by all the other terms. So the search engine may not consider the web page to be as relevant for the terms you really care about.
Another downside is that search engines will identify the web page, or your entire website as containing spam content. Having a huge list of keywords in your title tags, meta tags or any other part of your website does not help users of your website. The major search engines all try to provide users with the best results possible, and if your content does not appeal to users, the search engines will be trying not to show it.
Example of an optimised title tag (under 65 characters):
<title>Search Engine Marketing | PPC & SEO Services in Australia</title>
The message from the major search engines is clear - make your content natural and relevant for the users, not the search engines.