Are keywords in the title tag becoming redundant?

[RRoginator]

I've noticed that lot's of the world's leading digital agencies are not using keywords in their titles. Eg AKQA, DigitasLBi, POKE, SYZYGY etc. Why is that? Are keywords no longer that important?

This can't be accidental seeing as it's the case for so many leading agencies.

[EGOL]

Totally serious... probably because they are not among the world's leading digital agencies.

Bet on  yourself.  You can see that mimicking others is not the way to go.

[Andy.Drinkwater]

To further expand on what Egol said, some businesses don't bother putting keywords on the homepage title as that is the brand page. That said, it is very often a huge missed opportunity and why anyone would pass up building a strong phrase into the main site page is beyond me.

I also think that the type of business makes them feel as though they need to be perceived as above that sort of thing - their brand is strong enough for them.

For the vast majority of businesses, follow best practice and help both Google and visitors see what you are about in the SERPs.

-Andy

[RRoginator]

Well they are some of the largest digital agencies by revenue and appear on many lists of top agencies. So, in that respect, they are leading. But, yeah, never a good idea to just mimic others. I'm just trying to get to the bottom of why they're doing it.

[RRoginator]

Thanks Andy, I suspect you're spot on. Even Google uses keywords with their own products, eg https://www.google.com/analytics. It's just quite amazing that so many big digital agencies are happy to miss out on the opportunity.