Title tag

Title tag, defined

The title tag is the HTML title element in a page's head. It's shown in the browser tab and is the main source for the clickable headline in search results, which Google calls the title link. Google may rewrite titles that are too long, stuffed or unhelpful.

An example from a UK business

A vet's page about puppy vaccinations is titled "Page 4". It becomes "Puppy vaccinations and first health check | Riverside Vets, Shrewsbury". It's descriptive, local and clear about the service, and visitors know what they'll get before they click.

What to avoid

• Using the same title on many pages.
• Cramming in a list of keywords separated by pipes.
• Writing titles so long they're cut off in results.
• Changing titles constantly. Give a change time to settle before judging it.

A quick check you can do now

Search "site:" followed by your domain to see a sample of your pages' titles as Google displays them. Look for duplicates, generic titles and titles that get cut off. Then check the Performance report in Search Console for pages with lots of impressions but few clicks. Those are often the best candidates for a better title.

What it changes for you

The title is one of the clearest signals of what a page is about, and it's the first thing searchers read. Many small business sites waste it with "Home" or the business name alone. A specific, honest title helps both rankings and clicks.

Titles also carry over to other places. Browsers use them for tabs and bookmarks, and social platforms may use them when your page is shared, so a vague title follows you around.

Other on-page terms

• Meta description: An HTML summary of a page that Google may show under the title in results. It isn't a direct ranking factor.
• H1: The main visible heading on a page; should describe the topic clearly.
• CTR: Click-through rate: clicks divided by impressions.