What Are Title Tags?
A Comprehensive Guide to Optimising
Your Title Tags
E
Title tags are a fundamental element of search engine optimisation (SEO).
They are more than just words; they are a crucial link between your website and your potential audience. They serve as signposts for both search engines and users, helping them understand what a web page is about.
Often referred to as SEO titles or meta titles, they are a key component of on-page optimisation. This article will provide a complete understanding of what title tags are, why they matter, and how to optimise them effectively.
What are Title Tags?
Title tags are HTML elements that specify the title of a web page. They are located in the <head> section of a webpage’s HTML code, within the <title> tags. The basic HTML code for a title tag looks like this: <title>Example Title</title>.
These titles appear in three key locations:
Search engine results pages (SERPs): The title tag is displayed as the clickable headline of a search result.
Browser tabs: The title tag is visible in the browser tab, helping users keep track of open pages.
Link previews: When links are shared on social media or messaging apps, the title tag appears as part of the preview.
Why are Title Tags Important for SEO?
Title tags are incredibly important for search engine optimisation (SEO). They are considered a ranking factor, helping search engines like Google understand what a page is about and how relevant it is to a user’s search query. They influence how a page is ranked and its visibility in search results. After content, title tags are the second most important on-page ranking factor.
Title tags also have a significant impact on user experience. They provide a preview of what the page is about, helping users decide whether to click through. A clear and enticing title tag encourages users to visit your site. Furthermore, they assist users in navigating multiple open browser tabs, enhancing their overall experience. Finally, title tags contribute to social sharing by appearing in link previews, making it more likely for users to click on and share your content. A good title tag is therefore key to a site’s ranking well in search engine results pages (SERPs).
Title Tags vs. Other HTML Elements
It is important to understand how title tags differ from other related HTML elements:
Title tag vs. page title
The terms are often used interchangeably.
Title tag vs. meta title
These are also synonymous terms, although ‘title tag’ is the most accurate way to refer to the HTML element.
Title tag vs. H1 tag
The title tag is the headline that appears in the SERP, while the H1 tag is the main headline that appears at the top of the actual page content. Although these can sometimes be the same, it’s often better to have a more detailed headline on your page and keep your title tag short.
Title tag vs. meta description
The meta description is a brief summary that appears below the title tag in SERPs, providing more detail about the page’s content.
How to Write an Effective Title Tag
Writing an effective title tag requires careful consideration of several factors:
Length
The ideal length for a title tag is between 50 and 60 characters, or 550 pixels. If it’s too short, you won’t be able to convey what the page is about.
If it’s too long, search engines will cut it off with an ellipsis (…), meaning some of your title won’t be displayed. Google measures title tags based on pixel width, not character count, so prioritise the width over the length.
Keywords
Include your main target keyword. This tells search engines and users what your content is about.
Place your keyword as close to the beginning of your title tag as possible. This ensures it is immediately visible to both search engines and users.
Use keywords naturally. Avoid keyword stuffing, which can negatively affect your rankings and be penalised by search engines.
Benefit
Highlight the value that your content offers to the user. Clearly show what they will get when they click on your page. Make sure the benefit is relevant to the content and matches search intent.
Power words
Use persuasive words that can evoke an emotional response from your audience and encourage them to click on your page.
Examples include: “free,” “new,” “easy,” “imagine,” “instant,” “proven”, “ultimate”, and “must-have”. However, avoid overusing power words, as this may make your title tag sound spammy.
Title Tag Separators
Use separators such as dashes, pipes, or colons to structure your title and naturally add secondary keywords.
Other important Title Tag factors include
Write for your audience
Ensure that your content is useful for your visitors. A good title should accurately represent the page’s content.
Match the search intent
Align your title with what users are looking for. Focus on the user’s main query.
Use descriptive and concise language
Make it clear what your page is about, using simple and beginner-friendly terms. Focus on benefits over features, and use symbols where appropriate.
Make title similar to the H1
If possible, make your title tag and H1 tag similar so as not to confuse search engines and users.
Use different titles for each page
Avoid using identical or boilerplate titles, as this may confuse both users and search engines.
Use your brand wisely
Include your brand name where appropriate, but don’t overdo it. It is particularly useful to include branding on your home page, but for the other pages adding your brand name to the end is usually enough.
Don’t overuse keywords
Avoid keyword stuffing. Stick to one target keyword, and make sure you use keywords naturally.
Review and improve title tags post-publication
Regularly check performance and refresh title tags where necessary.
How to Implement a Title Tag
There are several ways to implement title tags on your website:
WordPress
If you use WordPress, you can add title tags using SEO plugins such as Yoast SEO, Rank Math, or Slim SEO. These extensions enable you to implement SEO title tags without having to edit the HTML directly.
Custom site
If your site is not hosted on a content management system (CMS), you can edit your HTML directly to add a title tag. Access the HTML of your page, and ensure that you’re between the <head> tags before using the <title> tag to add a title.
Other CMS
If you don’t have a bespoke website, or if you use a CMS other than WordPress, contact your CMS provider or web host for guidance on how to access your HTML and edit the title tags.
Tools like the Mangools SERP simulator can help you to check how your meta title tag will look in search engine results.
How to Optimize Title Tags for Clicks
Optimising title tags to increase click-through rates (CTR) is essential. Here are some practical tips:
Use Your Brand Name
Use your brand name wisely and where appropriate. While it’s important to include your brand, don’t overdo it, especially on pages other than your home page.
Use Unique, Targeted Titles
Write compelling and unique titles to stand out. Avoid copying your competitors directly, and find ways to make your title unique and interesting.
Use Power Words
Use power words and emotional language to evoke certain feelings in readers and encourage them to click.
Using Numbers
Make use of numbers where appropriate. Including numbers in titles often improves performance.
Collaborate With Your H1 Heading
Consider making your H1 different from the title tag in some cases. For example, if your page headline is too long, you can use a shorter, snappier title tag.
Do Not Duplicate
Avoid duplicate tags, as these can confuse users and search engines. If all your pages have identical title tags, search engines will not know which to prioritise.
Opportunity Pages
Prioritise your “opportunity” pages with title tag optimisation. These are pages that rank in middling positions that are ripe for improvement.
Things NOT to Focus On
Some outdated SEO practices are no longer effective and should be avoided:
Meta keywords: Google does not use the keywords meta tag.
Keyword stuffing: Excessively repeating keywords is against Google’s spam policies.
Keywords in domain names: While this might appear in breadcrumbs, it has hardly any effect on rankings.
Minimum or maximum content length: The length of content alone “doesn’t always” matter for ranking purposes. However quality, informative content should always be your target.
Subdomains versus subdirectories: Do what makes sense for your business from a practical point of view.
PageRank: While links are important, there are many ranking signals beyond PageRank.
Duplicate content “penalty”: Having some content accessible under multiple URLs is inefficient but will not cause a manual action.
Trusted Excellence
What to Do When Google Rewrites Title Tags
Google often rewrites title tags for display in the SERPs. This may be to better match the content on the page to the search query, when the original title is not representative of the page content, when title tags are too long or short, or if there is keyword stuffing. Google also rewrites titles when they do not match user intent or when there are missing or superfluous brand names. It’s been noted that Google rewrites titles more than 60% of the time.
However, you can reduce the chances of Google rewriting your title tags by:
Matching your H1 tag to your title tag.
Following SEO best practices for title tags. This means using parentheses instead of brackets, using dashes instead of pipes, keeping your title tags between 51-60 characters, and avoiding keyword stuffing.
Even though Google may rewrite title tags, it’s still important to optimise them manually. Your title tag may be preferred by users. Furthermore, managing your page titles may influence how an AI recognises and references your brand in customer conversations.
Common Title Tag Mistakes Site Owners Make
Many sites have issues with their title tags.
Here are some of the most common mistakes to avoid:
Pages with mismatched title tags and SERP titles.
Pages with title tags that are too long.
Pages with title tags that are too short.
Pages with missing or empty title tags.
Pages with multiple title tags.
Clickbait titles.
Keyword-stuffed titles.
You can use Tools such as Ahrefs Site Audit or Semrush’s Site Audit to identify and fix these issues.
Tools for Title Tag Optimisation
Several tools can help with title tag creation and analysis:
MozBar.
Moz Keyword Explorer.
Google Search Console.
Ahrefs’ Keywords Explorer.
Semrush Site Audit.
Mangools SERP Simulator.
Yoast SEO Plugin.
Rank Math Plugin.
Title tags are vital for both SEO and user experience. By investing time in crafting effective titles, you can significantly improve your website’s performance. Remember to use target keywords, match search intent, write benefit driven titles, use power words where appropriate, keep within the recommended length, and avoid duplicate titles.
Check your competitor’s titles to get a sense of what is working in your niche, and continually use title tags as part of on-going SEO experimentation. Furthermore, optimise title tags after publication, to ensure that they are performing as they should.
Now you’ve worked on your title tags, it’s time to move on to the next step in your seo journey: