What is a title tag?
A title tag is a line of HTML in the head of a page, written as <title>Your page title</title>. It shows in the browser tab, in bookmarks and, most importantly, as the headline of the page in search results.
Google calls that search headline the title link. It usually comes from the title tag, but Google can also draw on the main heading, other prominent text, anchor text from links and structured data.
Why do title tags matter?
The title is the first thing searchers read, so it decides whether they click. It also tells search engines, in a few words, what the page covers.
A vague or duplicated title wastes both chances. Google recommends a title that is unique to the page, clear and concise, and accurately describes its contents.
How do you write a good title tag?
- Describe the page accurately, in the words people search with.
- Put the most important words near the start, since Google truncates long titles to fit the screen.
- Give every page its own title rather than repeating one across the site.
- Keep site-wide text such as your brand short, or leave it to the end.
- Avoid stuffing in the same keyword several times.
- Write in the same language as the page.
What does a better title tag look like?
Here is one page, before and after a rewrite.
| Before | After | |
|---|---|---|
| Title tag | Home | Services | Smith & Co | Tax returns for sole traders in Brisbane | Smith & Co |
| Impressions a month | 1,800 | 2,100 |
| Clicks a month | 22 | 74 |
| Click-through rate | 1.2% | 3.5% |
Frequently asked questions
How long should a title tag be?
Google sets no fixed limit, but it truncates titles to fit the device width. Many sites aim for roughly 50 to 60 characters so the important part stays visible.
Why does Google show a different title from mine?
Google rewrites title links when it thinks another title describes the page better, for example when the title tag is half-empty, out of date, inaccurate, stuffed with keywords or repeated boilerplate across many pages. Fixing those problems makes your own title more likely to be used.
Should the title tag match the H1?
They should agree on the topic but need not be identical. The H1 can be a little longer or more conversational because it is read on the page, not in a list of results.
Should I put my brand in every title tag?
It is common and fine, as long as it is short. Put it at the end so the words that describe the page come first.