What Is a Title Tag? – How to Write Title Tags for SEO

What Is a Title Tag? – How to Write Title Tags for SEO

Title tags are the real cornerstone of SEO. They inform both Google robots and users what to expect from the website. Many experts believe that title tags are the second most meaningful on-page SEO element that affects the ranking. Content is the first one. How to create search engine-friendly page titles and why are they so important? Keep reading!

Table of contents:

What Is the Title Tag?

The title tag is a piece of the HTML code that makes it possible to name a website.

Where can you find it? It’s not displayed on the page itself, but can be seen in the SERPs as well as in the browser title bar.

title tag seo in serps

seo title tag

It’s crucial to note that title tags are actually seen by real people. They are the first element users see in the search results.

They may convince your potential customers to enter your page or… just the opposite. SEO title tags can be compared to a business card. A message you want to share with the entire world. As you can see, the game is worth the candle, so take your time to create precise and eye-catchy titles.

Are there any rules? In the past, many experts believed that title tags couldn’t exceed 55-60 characters (or 600 Pixels). However, this changed after Google’s update in August 2021. Now, the title tag length isn’t as important as its content. It should correspond to the H1 header and website content.

Want to learn about it more? Check out our blog: Google updates how page titles are generated in the search results.

Title Tag Examples

There are a few patterns you can use as a source of inspiration when creating your title tags:

  • Product/service/page title (containing the most important keyword) + distinguishing feature + product synonym | Brand

for example:

International SEO / SEM Agency: Google Ads, Search Engine Marketing for e-commerce | Delante

  • Product/service/page title (containing the most important keyword) + product category + distinguishing feature | Brand

for example:

iPhone 13 Pro. New Apple smartphones at attractive prices | Store XYZ

Not sure if your title tags are working in your favor? Check out our SEO audit services!

Why Are Title Tags Important for SEO?

Are you wondering why title tags matter in the first place? Google analyzes entire titles even if they aren’t displayed completely in the search results.

Title tags are supposed to inform users about the content of your website. The part shown in the search results should contain the key data. So, if you feel that your title tag needs to be very long, remember to place the most important keywords at the beginning.

What’s their meaning SEO-wise? SEO title tag is supposed to encourage people to click on a specific page in the search results. So, if your title isn’t engaging and correct, people will simply ignore it and choose other websites.

Apart from that, this element allows you to rank for a specific keyword. It informs both Google robots and users what they can find after entering the page.

increase your visibility

7 Tips on How to Write the Perfect Title Tag

Usually, you can see tips saying that the title tag shouldn’t be longer than 55-60 characters. This is the rough number of characters that fit into the 600 px displayed in the search results.

Is it really true? It’s worth noting that this number was determined by the SEO community. Content prepared by Google specialists doesn’t provide specific guidelines as to the number of characters in the title tag.

Therefore, the title tag length isn’t the most important aspect. When writing this element, follow a few simple rules:

  • Don’t overuse keywords in the title tag – saturating your title with as many phrases as possible is a mistake. It won’t bring you any benefits. It won’t attract users. It may only cause keyword cannibalization if you select the wrong phrases.
  • Make your title tag specific – users should be able to tell what can be found at the indicated address right away. The title tag isn’t a suitable place for quotes or metaphors.
  • Make sure that you use keywords that are actually in your content – keywords placed in the title tag should also appear on the page. Otherwise, Google may ignore the content of your title tag and create a new one.
  • Don’t mislead users – the title tag should indicate your website content. If users don’t find expected texts or products, they’ll probably leave your page. The title tag isn’t the right place for click baits or trite formulas. This will increase your bounce rate.
  • Create for recipients – it’s important to use keywords in the title. However, it’s worth remembering that only users can decide whether or not to enter your page. The title tag significantly affects their decision-making process. So, write for people, not for robots.
  • Include your brand or company name at the end – if users see the title tag in the browser bar, they will remember it. Title tags can help you increase brand recognition.
  • Keep your title tag concise – even though the length isn’t the most important, the title tag shouldn’t be too long. Don’t change it into a paragraph or a mini-essay. Instead, keep it concise and transparent. Try to use the recommended 55-60 characters.

How Long Should Title Tags Be?

SEO experts believe that title tags shouldn’t exceed 55-60 characters or 600 Pixels. It’s important to note that title tag length and width aren’t the same. The width may vary depending on the letters you use. “W” or “z” will take up more space than “i” or “l”. So, apart from the number of characters, you should also monitor their length.

What does Google say? Google doesn’t say how long the title tag should be. The above-mentioned recommendations can’t be found in any official guidelines prepared by the search engine.

Where does the 55-60 number come from? In fact, the recommended title tag length results from the length of titles shown in the search results on Google. If titles are longer, they are displayed only partially and the remaining words are replaced by three dots:

long title tag

On the other hand, titles that don’t include too many characters will be displayed completely:

correct title tag length

Expert Comment

Remember! Too long title tags won’t be fully displayed in the search results, but it doesn’t have any negative impact on the SEO of your page. However, it’s worth making sure that the first 60 characters of the title include the most relevant keywords.

Matt Calik Delante
Gosia Tarnawska
SEO Team Leader

Why Won’t Google Use My Title Tag?

Did you notice that Google doesn’t display your titles? Google doesn’t always show the same title as the one you created.

Why? If the algorithm finds any problems with the title, it can generate it from scratch based on website content, anchors, or other elements. Moreover, if your title tag is too short, Google can select keywords on its own and display them in the SERPs.

Find out more about how Google can change your title tag.

SEO Title Tags – The Takeaway

Title tags are one of the most important on-page elements. If you create them properly, they can engage users and encourage them to enter your website. Moreover, title tags have an impact on the SEO process. They affect your rankings and keywords your page is displayed for.

Following the tips mentioned in our article will surely help you write user and SEO-friendly title tags. If you aren’t sure where to start, contact our specialists, they will be more than happy to help you!

This is an update of an article published in 2021. 

FAQ

Google may display a different title provided it encounters certain problems (e.g. if your title contains too many keywords or is too mill run).

However, even if the abovementioned scenarios don’t apply to your page, Google may still decide to show a different title in the search results if the algorithm assumes that it’s better connected to the query. Google doesn’t confirm that the title tag which is too long is the reason for displaying a different title in the search results.

You can benefit from tools available at:

All of them operate based on the same principle – remember that data from these tools isn’t entirely reliable.

(1)
Author
Delante is an online marketing agency specialized in generating website traffic from search engines and paid ads (SEO / SEM). Over 80% of our clients are from rapidly growing e-commerce industry.

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