Title tag

What is a title tag?

A title tag is the HTML <title> element in a page’s <head> that states the page’s title. Browsers show it in the tab, and search engines usually use it as the clickable headline of the result, which Google calls the title link. It is one of the strongest on-page signals of what a page is about.

The title tag lives in the page’s code, not in the visible body. It is different from the H1, which is the main heading readers see on the page, though the two often say similar things. Each page should have exactly one title element, and every title on your site should be unique.

Google doesn’t always show your title as written. Since August 2021 it has generated title links from several sources: the title element first, but also the main heading, other prominent text, og:title, anchor text pointing to the page and more. It rewrites titles that are missing, empty, stuffed with keywords, too long, the same across many pages (“Home”, “Untitled”) or that don’t match the page’s content. Writing an accurate, specific title is the best way to have yours used.

Length is measured in pixels, not characters. Google doesn’t set a maximum for the title element, but it truncates the displayed title link to fit the device width, roughly 600 pixels on desktop. In practice that is about 50 to 60 characters, depending on letter widths. See title tag length. Words past the cut-off can still be read by Google, but searchers won’t see them.

A good title tag does two jobs. For search engines, it signals the topic, so the main keyword or a close variant belongs near the start. For people, it is the first thing they read on the SERP, so it needs to promise the right thing in a way that earns the click. A title that ranks but never gets clicked wastes the position; a title that gets clicks but misleads drives visitors straight back.

Why title tag matters for SEO

The title is a strong relevance signal and usually the most visible part of your search result. Improving titles is one of the quickest ways to lift both rankings and click-through rate without changing the page’s content.

Weak titles are common. Duplicate titles across templates, titles that are just the brand name, or titles that bury the topic behind filler make it harder for Google to tell pages apart and give searchers no reason to click.

Titles also appear when a page is shared, bookmarked or saved, and AI tools and other search engines read them to understand the page.

How to write a title tag

1. Describe the page’s content accurately and specifically. Ask what the searcher wants to know before they click.
2. Put the main keyword, or the most natural phrasing of it, near the start.
3. Keep it within about 50 to 60 characters so the important part isn’t cut off. Check the pixel width in a preview tool if in doubt.
4. Make every title on the site unique. For templated pages, include the distinguishing detail, such as the product name, city or date.
5. Add your brand at the end with a separator, such as “ | Brand”, if there is space. The homepage can lead with the brand.
6. Give a reason to click: a number, the year for time-sensitive content, a format (“guide”, “checklist”, “calculator”) or a benefit, as long as the page delivers it.
7. Avoid keyword stuffing, all caps and clickbait. These make rewrites more likely and can hurt trust.
8. Check in Search Console which queries the page gets, and refine the title to match how people actually search.

Title tag example

<head>
  <title>Sourdough Starter: How to Make One in 7 Days | Baker’s Notes</title>
</head>