Following on from our previous post, we asked our SEO Supremo – Darren – for some detailed best practice tips on writing title tags for SEO. Darren has been successfully optimising client sites since 2001, so we like to think he knows a thing or two!
We’ll hand over to him…
“I optimised my first title tag (its proper term is “title element”) way back in September 2001.
Since then, I have written thousands of title tags for clients to help their website rankings on search engines.
If you’re new to SEO, then it can be a difficult task to think about where to start as there always seems so much to do. I recommend starting with your title tags, they’re usually a good place to begin.
Let’s Make a Start …
Start with small steps and don’t try to overthink your SEO, it’s a common mistake when beginning.
I’d recommending that you make improving your title tags your very first SEO task; in my experience this can make a big difference to your Google rankings.
I have outlined below several detailed best practices for writing title tags based on results I have achieved for clients. Of course, other SEO’s may have different views.
Usually, at the start of any SEO project I start on the title tag for the site’s home page as it’s usually the hardest. It might be easier for you to write a title tag for a specific product or service, if that works for you then go for it.
Quote:
“If content is King, then the title tag is Queen, the two most important parts of a web page.”
(Slightly) Pinched from Reddit 😉
The above quote makes it clear to most SEO’s that the title tag is still important in 2025!
So, what is a Title tag?
Still considered to be one of the most important on page SEO elements, the title tag provides a very brief description of the topic covered in the web page.
As you can see above Google (in its search results for the search term “SEO for Hotels”) is using the title tag – it has been cut off – as shown in the code below, inside the <title> tag:
Commonly referred to as a “title tag” it isn’t really a tag, it’s an element but the term “title tag” stuck so here we are. This is the part of your HTML code that sets the page title which typically – but not always – shows in:
- Search engine results
- Browser tabs
- Social media previews
It isn’t a visible part of your website design so please don’t get confused between title tags and heading tags, the 2 are very different.
The heading in the screen shot above is set as a H1 tag, it is NOT the Title tag.
Your First Steps to Creating a Great Title Tag
In SEO, I have found that improving a web page’s title tag can help boost Google rankings and clickthroughs to a web page too.
Here’s some things to consider:
Step 1: Scope out your competition!
I’ve trained so many people to do SEO over the years and they usually choose the keyword phrase and then start optimising their on-page content without research.
In my experience this is the wrong approach.
Instead, my first task is to put the targeted keyword phrase into Google and check out my online competition.
What I am typically looking for in competitor Title Tags are:
- Length – are they being truncated due to being too long? If yes, what does the rest of the competitor’s title tag look like?
- Triggers – are the Title Tags making use of power words or emotional triggers to entice clicks?
- What types of content is Google actually ranking?
- Are the top 5 results and their title tags following a common theme?
- Is keyword order priority being considered by Google?
- Is Google ranking exact matches of the keyword phrase or wider definitions/variants of the keyword?
- Do the title tags show numbers? E.g. “10 Tips to…”
Step 2: Consider the Length
Size isn’t everything so making your title tag too, stuffing in keywords just doesn’t serve any decent purpose.
Most optimised title tags typically aim for 55 to 70 characters, including white spaces. This can improve its chances of displaying fully in Google search results. Some SEO’s say this is an outdated approach to writing title tags and that there is some evidence that you can use more characters than 70. Worth a try if you want!
Note, Google does not actually count characters in your title tag, it uses pixel width instead – around 512 pixels – but that’s hard to measure, so stick with a character count using a Word document.
If your title tag is too long then Google will truncate it, especially on mobile, which cuts off pertinent information to the user. Prioritise your essential keywords upfront in the title tag. If you do need to aim for a longer title tag then ensure what is seen is the compelling part.
- Tip: It’s okay if a Title Tag slightly exceeds the limit as Google will still index those terms even if they aren’t shown to the user, however it might be better to target the cutoff keyword phrase(s) on another page.
If you’re short on your title tag length, say you’ve only written one with 30 characters including white spaces, then it’s a good idea to expand the title tag with perhaps a call to action or your brand name.
It’s more about CTR than Length (i.e. the “quality”)
When writing Title Tags, trying to stuff as many keyword phrases as possible into your title tag is pointless, at worst it may get you penalised by Google (though I’d say these days you’d have to push REALLY hard to get to that point).
Ideally aim for one main keyword phrase and (if it’s appropriate) a secondary phrase. If it’s a long keyword phrase then aim for just targeting that in your title tag.
In 2025 CTR (the clickthrough rate) is a ranking factor. Therefore, a well written title tag, that entices the user to click on it on Google, will achieve a higher ranking over time.
Step 3: Prioritising your Keyword Order
What was/is called keyword priority order in the Title tag is still a thing for me (though maybe not so much for other SEO’s). Just how I work I guess.
I typically position my primary keyword phrase early in the title tag. I want it quickly seen!
Incorporating it at the beginning of the title tag helps both search engines and users to rapidly understand the page topic. This approach has changed over time in SEO, so do not treat it as gospel, it’s just the way I prefer working.
For example, a bakery tips blog post about sourdough might start with “Sourdough Baking Tips…” so that “sourdough” and “tips” are prominent. Mine would look like this:
- “Sourdough Baking Tips – Get More from your Bread Making Efforts”**
In my experience with blog posts, I’d rather use a call to action to entice a click by invoking an emotional response.
As you can see, I have positioned the main keyword phrase at the start and then a call to action to entice the click.
** Only use your Brand name if it fits within your 60 to 70 character set, my example above is 63 characters long including white spaces so I would have left a brand mention out.
I recommend using one primary keyword per page, two at a push – Google’s SEO guidelines warn against repeating the same words multiple times, as keyword stuffing can be seen as a negative experience for their users.
Step 4: Use a Unique Title Tag for each Page
Every page on your site (whether a blog post or a service/product page) should have its own unique title tag reflecting that page’s specific content.
Ensure your title tag relates to your page content so don’t leave it blank or use generic placeholders.
Titles like “Home”, “Welcome”, or “New Page” should be avoided and it’s something I still find on poorly optimised websites, even in 2025.
Not only do vague titles hurt SEO, but they also confuse Google users – e.g. a search result that just states “Home” is not going to entice anyone to click through to your page from a search result. So why would Google use a poorly constructed Title tag?
If you end up with duplicate title tags – perhaps due to having similar products or services – then try to make both tags as unique as possible. This helps to ensure Google doesn’t choose the wrong page to rank. If you can’t achieve that then it might be worth canonicalising the page (but I will leave that for another post).
Avoid deploying boilerplate (i.e. template) titles across different pages as this can easily confuse search engines and dilute your SEO efforts. Sure, it is a much quicker process for creating title tags, it’s just something I look to avoid!
If you’ve inadvertently used the same title on many pages (for example, via a WordPress template), then take time to rewrite them to ensure each is unique, its usually worth the effort.
Always write a relevant title tag that encapsulates your page’s content or purpose. Google can rewrite your title tag in some cases (by way of your page H1 heading or even alt tags) potentially causing you to lose some editorial control.
Step 5: Adding your Brand to Title Tags
You can add your brand name at the end of the title tag, especially if it’s for pages like your homepage. However, I have seen clients put branding on every title tag when there isn’t always a need to do so. It won’t get you penalised if you do decide you want your brand mentioned in every title tag.
Don’t worry if including your brand name makes your title a bit longer as Google may just truncate it in its results but it will be noted.
Step 6: Make your Title Tag Easily Readable
Improve your title’s readability with separators like pipes (|), dashes (-) or colons (:) to separate different parts of your title tag for clarity – but I’d say be consistent and stick to one type across the whole of your site. You don’t need to use a period character at the end of your title tag.
For example, for a blog post I might use:
- “How to Attract More Birds to your Garden – Well Fed Birds Blog”
… whilst a business page might use:
- “Photocopier Hire Bristol | Clarity Central”
Separators break up information into logical chunks, making the title tag easier to read at a glance and helping search engines interpret the structure.
I prefer to use dashes (-) rather than pipelines (|) – I just think using a pipeline looks a bit dated these days.
Step 7: Improving your Click-Through Rate (CTR) with Optimisation Techniques
As I said earlier, you’ll need to write compelling, human-friendly title tags. Remember that your title tags serve much like headlines in Google’s search results; their job is to grab a user’s attention, convincing them to click on the link to your site over other competing websites.
A unique and engaging title that stands out from your online competitors can dramatically improve your CTR, helping over time, to lift your rankings. Crafting your title tags from a human perspective and clearly conveying what’s in it for the reader really does make all the difference.
For example, instead of just using a title tag like:
- “Cleaning Tips for your Home – Blog 5”
I’d prefer something more human e.g.:
- “Sally’s 10 Power Cleaning Tips for a Sparkling Home”
It’s short at 50 characters, very specific, inviting and would generate enough curiosity to see who Sally is; it’s a technique I use that can work to win MORE clicks to a website.
I have also shown the number of tips (10) to the user – this can be a blessing or a curse as some people may want far more tips, whilst others may just want a few.
I’d say aim for 7 to 20 tips per post, trying to go with 100 tips is sometimes too much for the user.
Look at what Google is ranking at the top of its search results – if the top 5 results are all pages with more than 50 tips then you will probably have to bite the bullet and create just as many tips (or more) in your content.
Step 8: Power up your Emotional Triggers
Use power words and emotional triggers that evoke curiosity or emotion (without being misleading). Words like the following can make a Title tag far more enticing:
- “how”
- “guide”
- “ultimate”
- “essential”
- “free”
- “proven”
- “easy”
I tend to avoid using the word “secret”; website visitors are savvy so don’t insult their intelligence by making out something is “secret” when it likely is not.
For example, I could just use something like this:
- “Budget Travel Guide – New York” – 29 characters – a tad short and a bit dull, though some evidence suggests Google prefers shorter title tags
Or I could come up with:
- “The Ultimate Free Guide to Travelling on a Budget in New York” – 61 characters, more dynamic and more natural to the user
Or:
- “Darren’s Essential Guide to Travelling on a Budget in New York” – 62 characters, personalised to attract attention, perhaps slightly too long – how would you shorten it?
Both attempts above promise comprehensive reading, intrigue the user and can help improve CTR. Just ensure your content delivers on the promise so the title tag remains truthful. There is nothing worse than disappointing website visitors with clickbait articles, they will leave in droves.
Note I changed the keyword priority order in my 2 last attempts away from “Budget Travel Guide”. I am compromising here as I want the title tag to generate clicks. It is likely I may have to adjust it, perhaps to something like:
- “Travelling on a Budget in New York – Darren’s Essential Guide” – 61 characters
This changes the priority order but it is something you may have to live with OR you can test it; you just have to give Google some time to react. Personally if your website ranking is on the second page of results then I will usually look to update the title tag, it can make a difference (though not always exclusively).
Personally, I will always go for a title with the most CTR potential, but I am also flexible and understand sometimes things need testing.
Step 9: Do Numbers in Title Tags Attract more Attention?
Including numbers in your title can help to attract attention as they catch the user’s eye and set clear expectations. If your content offers a set of points then mention the number in the title:
- “7 Useful Tips for Better Sleep”
Or
- “12 Essential Tips on Becoming a Commercial Pilot”
List titles signal a well-structured, digestible article which can often lead to higher CTR further boosting rankings.
Use the digit itself rather than spelling it out – “7” vs. “seven” – because numerals pop out in a line of text, plus it keeps your title tag shorter.
As I said above, putting in extremely high numbers (like “100”) can sometimes intimidate readers – for example, changing a client’s existing blog post title from:
- “100 Tips on…”
to
- “The Complete Checklist for…”
Resulted in far more clicks from Google so including numbers in your title tag is not always a given.
Title tags sometimes need testing; they are not a fire and forget task.
Step 10: Seasons Matter
If your content is time-sensitive – say it is for an event or a trend, then you can show the content’s recency in the title tag. Highlight your content’s freshness with dates, season or by year.
Trending topics can make it more relevant during certain times like seasonal content, so explicitly mention the season or year (e.g., “Summer Fashion Trends 2024”)
For trending news topics that are related to your business, careful referencing can get greater attention and attract more clicks to your site. E.g a blog post title tag could be:
- “Cybersecurity Lessons from 2025’s Biggest Data Breach” could leverage a current event
Just ensure the reference is timely and appropriate for the season!
From experience, users are also likely to click results that look MORE up-to-date.
I regularly update client title tags if they make use of a year in one and when we come close to the New Year of the next year I then update it. In some cases, I will update early – sometimes during October – to start capturing people looking well ahead into the next year that’s fast approaching!
For example, a blog post from last year with a title tag of:
- “Longleat Festival of Light 2024”
This immediately signals to a user that it contains current information for 2024, not any other year!
However, when we reach 2025 and if I don’t update it then it can then look out of date (note: Longleat creates a new festival theme each year) so do make sure you keep your title tags up to date, if you take this approach.
This technique also works well for annual ‘best of’ posts, trend roundups or guides that you refresh regularly.
Step 11: Should your Title Tags Pose a Question?
Framing your title as a question can raise greater curiosity and directly appeal to searchers looking for answers.
If the page addresses a specific question that users might type in (e.g., “How does an air fryer work?”), consider a question-format title like “What Is an Air Fryer & How Does It Work?”
It is not something I do that often as I set mine more as statements but always look at Google’s results to give you a steer.
Step 12: Making your Title Tags even More Unique
Emphasise your business’s unique selling points and think about what makes your content or service special; then hint at that uniqueness in your title but only IF YOU CAN.
If your blog post is based on new research, an expert interview or a unique strategy, mention it like this:
- “2025 Study Finds New Techniques for Dog Grooming”
If your business offers something standout like “free consultations” or “25+ years” weaving that into the title tag can also draw interest.
- “Top Tips to Writing Great Title Tags from a 25 Year SEO Veteran”
Or
- “Photography Lighting Tips – 7 Pro Secrets from a 15-Year Veteran”
Or
- “Free SEO Consultations from a 15 Year Experienced SEO”
Highlighting a unique benefit or angle can really differentiate your content from others on the same topic and help win more clicks coming through from Google.
Step 13: Understand a User’s Search Intent
Aligning your title tags with the user’s search intent ensures they directly match what the user is searching for and tends to earn more clicks.
Put yourself in the searcher’s shoes:
What exact information or solution are they looking for?
Make sure your title tag suggests that your page fulfills their need.
For instance, if people search for “how to fix a leaking tap” then creating a title tag like:
- “How to Fix a Leaking Tap in 5 Easy Steps”
This would be spot-on.
Pages targeting a specific question or long-tail query (a keyword search term that is very specific) should have more precise titles, not broad or off-topic phrasing.
This way you attract clicks from users who really need to read your content and you avoid misleading visitors who might quickly leave if the title tag doesn’t match your page’s content.
Step 14: Speak Your Audience’s Language
Use keywords and tone that resonates with your target readers. If you are targeting a professional or technical audience, then using industry-specific terminology or acronyms can signal that your content would make sense to them.
- A pro-level tip: Essentially, a title tag that “sounds like” it was written for someone like the searcher can increase trust and thus the likelihood of a click.
However, if your audience isn’t overly technical then use the language they would use and avoid “insider” jargon. Clarity should still always come first.
A good example that I mention in our SEO training courses is a furniture client of mine (years ago) wanted to optimise for this phrase:
- “Orthopedic Office Chairs”
I disagreed and said we should optimise for:
- “Office Chairs for Bad Backs”
I felt there was a much stronger intent with my suggestion and that my client’s term was one that potential customers wouldn’t know.
Anyhow… we went with what he wanted and 3 months later I’d got his website ranked in the top 3 on Google. He came back to me later and admitted not a single sale had been generated. I optimised the page again but this time with my original recommendation and it ranked quickly; thereafter it generated around 10 to 20 online sales a month.
Step 15: Refining your Title Tags
Optimising title tags doesn’t always end after you’ve set them live on your site – it’s always good practice to monitor your pages’ performance and tweak them for improvement.
Tools like Google Search Console can help you check the click-through rate of your pages. If a page is ranking on the first page but not getting as many clicks as expected, then experiment with adjustments to the title tag. You can try:
- Adding a power word
- Reordering keyword phrases
- Making the call-to-action stronger
It’s sometimes worth working on as a new title tag could yield a higher CTR.
Over time, testing different title tag variations can help (as does knowing when to stick with what works) will help you maximise traffic. For example, you might find that phrasing a title tag as a question vs as a statement makes a difference, and you can then apply that insight to any additional future content too.
Wrapping Your Title Tags Up
Your head maybe spinning a bit now, there’s certainly a lot to digest when it comes to writing better title tags. If you think you might need help with your title tags then we do offer SEO support and can assist on a one-off or ongoing basis, whatever suits your needs.
Alternatively have a go yourselves and see what you can achieve! If you’re ever in the Cotswolds then I hope to meet you at a Cotswold Concierge networking event – grab hold of me and feel free to ask questions!