What is a title tag and how long should it be?
What a title tag does
The title tag is an HTML element that specifies the title of a web page. It appears in search engine results as the clickable headline and in browser tabs. It's a strong ranking signal and greatly influences click-through rates.
A good title tag accurately describes the page content and entices users to click. It should include your primary keyword and brand name if relevant. Google may rewrite title tags if they don't match the query well, so clarity is key.
Optimal length and format
Google typically displays around 50–60 characters (including spaces) of a title tag in search results. If it's longer, it gets cut off with an ellipsis. To be safe, aim for 50–60 characters. Place important keywords early, as users scan from left to right.
A common format is: Primary Keyword – Secondary Keyword | Brand Name. For example, 'Sourdough Bread Recipe – Easy Homemade | YourSite'. This gives context and branding.
Best practices
Make each title tag unique across your site to avoid duplicate content issues. Write for users first: a compelling title that answers their query will get more clicks. Avoid all caps and excessive punctuation.
You can use tools like Moz's title tag preview or SERP snippet generators to see how your title might appear. Test different titles and monitor click-through rates in Google Search Console to optimize over time.
- Keep under 60 characters to avoid truncation
- Place primary keyword near the beginning
- Include brand name at the end if space allows
- Make each title unique
- Write compelling copy to improve click-through rate
Common mistakes
- Writing title tags that are too long and get cut off in search results.
- Using the same title tag on multiple pages, causing duplicate content issues.
- Keyword stuffing in title tags, which looks spammy and can hurt rankings.
