The actual text you use in the title of a page is one of the most important factors in how a search engine may decide to rank your web page. In addition, all major web crawlers will use the text of your title tag as the text they use for the title of your page in your listings. The most common mistake made by small business owners is placing their name exclusively in every title of every page. Since the business is presumably already the domain name, this is both redundant and counter-intuitive to searches. With the exception of the home page, using the business name in the title is probably a waste of valuable keywords and space. Dedicating the first three title words to descriptive keywords (while avoiding stop words like "and" or "at") is crucial to search engine optimization. Your title tag is the single most powerful on-page factor in your SEO toolbox. Use it wisely.