A title tag is an HTML element that sets a webpage's title, which is seen in browser tabs and search results.
Optimizing your website's title tags is essential for improving SEO performance and click-through rates to your site.
Title tags appear as links on the search engine results page (SERP), like this:
Generally, it’s best to keep title tags between 50 and 60 characters. This way, words won’t get cut off on desktop or mobile SERPs.
In this article, we’ll cover title tag examples, best practices, and common mistakes that may cause Google to rewrite your title tags.
Title Tag HTML Code Example
Here’s what HTML code for a title tag looks like:
<title>This is My Title</title>
The title tag appears in the <head> section of the page’s HTML code, like this:
However, most content management systems, like WordPress or Squarespace, will automatically set the title tag when you enter a title on a new page.
Why Are Title Tags Important?
Title tags are a confirmed ranking factor. Google uses your title tag to get an idea of what’s on your page and how relevant your content is to the user’s search query.
Title tags also tell browsers how to display your page’s title in three key places: search results, browser tabs, and social media.
Title Tags Appear In Search Results
Title Tags Appear In Browser Tabs
Title tags tell a browser how to display the page title in tabs. This helps users navigate to the correct pages when they have multiple tabs open.
Here’s what those tabs look like:
Title Tags Appear On Social Media
Title tags determine how a link appears when shared on social media.
The title provides important context to the social media post. If the title tag is missing or inaccurate, the other elements of the post might not make sense.
See the page title at the bottom of the image below:
Learn more about title tags and other on-page SEO factors in our in-depth guide.
How to Write Title Tags for SEO
Here are a few best practices to follow when writing title tags:
- Keep your titles brief
- Make sure they’re unique
- Include one primary keyword
- Make sure the <title> element is present in your page’s HTML
- Make sure it accurately describes your page
- Avoid keyword stuffing
- Keep title tag length between 50 and 60 characters
- Make sure you’re providing enough information about your page
Let’s examine why.
1. Keep it Brief
While Google won’t penalize you for a long title, it may shorten or rewrite it. And its version of the title won’t always make sense.
For that reason, we recommend keeping titles around 60 characters.
In the example below, the title tag has too many characters. Google is displaying it as “32 Onboarding Templates and Checklists to Design Great ...”, which leaves searchers hanging:
Here are some shorter page title examples that don’t get cut off:
Because you have limited space, it's important to decide whether to include your brand name or not. Leaving your brand name off could allow you to write a more detailed title.
To keep your titles brief:
- Avoid typing your title in all caps. Uppercase letters take up extra space and could cause your title to get cut off.
- Remove your brand name unless it’s necessary
- Use symbols to save space (i.e., “&” instead of “and”)
2. Write Unique Titles
Unique titles help search engines determine what a page is about and may influence users to click.
Imagine you ran an ecommerce website that had the same general title for every single page, like “Furniture Store and Home Decor:”
If a user specifically searched for coffee tables, the generic title may suggest that this page won’t match their search (even if it does). After all, “coffee tables” doesn’t appear anywhere in the title.
This particular page is about coffee tables. So including that keyword makes the page title more intuitive for the reader and the search engine. Like this:
3. Target One Primary Keyword
It's best to include only one target keyword in a given page's title tag.
Stuffing lots of keywords into a single page title can hurt that page's rankings. And it can also confuse users, making them less likely to click through to your page.
For example, this page title crams in three different keywords: "weighted blankets," "blankets," and "affordable weighted blankets:"
A single page probably isn't going to rank well for all three of those keywords (and Google’s algorithm is advanced enough to understand semantics and keyword variation anyway).
Plus, it looks kind of spammy. So people won't want to click on it.
A simpler, more natural title like this would work better:
Pro tip: You can use Semrush’s On Page SEO Checker to find on-page SEO issues, including keyword stuffing in the title tag.
If you can’t choose just one target keyword to represent your page, you might want to think about separating your content into multiple pages.
Common Mistakes When Writing Title Tags
In some cases, a poorly written title tag can cause Google to display an entirely different title than the one you intended.
Unfortunately, there’s no guarantee that Google’s version will perform better.
And while Google’s rewrites won’t necessarily affect rankings, they may cause changes to your page’s click-through rate (CTR).
Some of the most common mistakes you might make when writing title tags include:
Missing <title> Element
This one’s pretty simple. If you don’t specify your title tag in your HTML code, you don’t have a title. In search results, Google will make up a title for your site based on your page content.
To find missing title tags quickly, use the Site Audit tool to run an audit.
Then, head over to the issues tab of your report and filter for “title” errors in the search bar.
Click on the “X pages don’t have title tags” error to get a full list of pages with missing title tags.
Repetitive or Boilerplate Text
Title tags are supposed to inform a user what kind of page they’re clicking on. So if you own an event space and include words like “tickets,” “seats,” and “tour dates” inside of every title tag on your site, Google will probably rewrite your title.
❌ Bad example: United Center Home Page
✅ How to fix it: Tickets & Events | United Center - Chicago, IL
The corrected example includes keywords that are relevant to only that page. Instead of including boilerplate terms, it includes what the page is about (tickets & events) plus the venue name and city.
If you’ve already run a site audit for missing titles, you can find a list of pages with duplicate titles in the same report.
Click on the “X issues with duplicate title tags” error to get a list of pages with the said error.
There’s no need to include the same or similar keywords multiple times in hopes of ranking.
Think like a user when writing titles. Focus on accurately and concisely describing your page with one or two keywords max.
❌ Bad example: Weighted Blankets, Cooling Blankets, Blankets for Anxiety, Blankets for Stress
✅ How to fix it: Weighted Blankets to Ease Stress & Anxiety
The corrected title is better because it doesn’t repeat itself. The “bad example” repeats several related keywords, which looks spammy and doesn’t inform the user about the content of your page.
Long Title Tags
Google shortens or rewrites 99.9% of title tags that are over 70 characters long.
Again, it’s best to keep title tags between 50 to 60 characters. This way, they’re less likely to get cut off on mobile or desktop.
❌ Bad example: Save hundreds on Stressless® recliners and sofas with our instant rebate offer – Ginger Jar Furniture
✅ How to fix it: Save on Stressless® Recliners and Sofas | Ginger Jar Furniture
Only include the most relevant information in your title tag. Everything else (e.g., instant rebates, save hundreds, etc.) can be added to your meta description.
Google does its best to serve users results that match their intent. So if you choose something vague like “Home Page” for your home page’s title, Google will probably update it to something more specific.
❌ Bad example: Travel Blog
✅ How to fix it: Traveling Solo as a Woman: My Life as a Travel Blogger
A travel blog simply titled “Travel Blog” doesn’t tell the Google algorithm or readers what your site is about. Adding something unique about your site to your title tag will entice users to click.
For example, adding “traveling solo as a woman” tells readers more about who you are. This would match the search intent of a woman who wants to learn about traveling alone, but would not match the intent of, say, a family of four.
Check Your Title Tags With Site Audit
Writing optimized title tags is a great opportunity to tell Google exactly what your page is about.
The context you provide helps Google find and rank pages and gives readers key information that encourages more clicks.
Continue to experiment with title tags to better the experience for both users and search engines, and to prevent mistakes that could lead to inaccurate titles.
And be sure to rely on Site Audit to identify duplicate and missing titles along the way.