What is a title tag

Blog tutorial What is a title tag
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What is a title

<title> is an html tag defining a website’s title. It is one of the most important factors taken into account by search engines when evaluating a website. From the user’s perspective, title tag is visible in the title bar of the web browser, on separate tabs and in search engine results. Title tag is very (very, very) important from SEO’s perspective because it is an indicator of the website’s content. For that reason, choosing a relevant and engaging title tag is of utmost importance.



  <title>Site title</title>


In the above example, the title tag is “Opening Times - Find opening hours for UK businesses”.

Tips for Good title tags

Reading Google's article on <title> is recommended. In this article, Google gives some great tips such as:[1]

  • every page should have a specified title
  • titles should be descriptive
  • including keywords is recommended but they should not be overused
  • it is best when title is relevant to the website’s content

Title tag has a great impact on CTR - clickthrough rate[3]. High CTR means both more visitors and better rankings of a website.

Including an advantage we have over the competition in the title is recommended. Siege media article shows that click rate can be increased by[2]:

  • pointing out low prices, e.g. “Bath towels from $5”
  • emphasising the number of products, eg. “Bath towels - 123 models”
  • mentioning the brand, e.g. “XYZ bath towels!”
  • focusing on shipping speed, eg. “Bath towels - shipping in 8h, you will get them before your vacation”

Additional tips:

  • relevant keywords work best placed at the beginning of <title>
  • create a user-friendly <title>. Stuffing it with unoriginal keywords like “Cheap towels, green towels, beach towels” does not attract clicks.

We recommend coming up with a short and engaging <title> combined with the brand name (e.g. the name of your company).

"Bath towels - 123 models | Toweloo"


Wordpress without additional plugins (version 4.9.8) sets a <title> in the following way:

Post Name - Page Name

If we name our post “Example post” and our blog “SuperBlog”, then we will get:

<title>Example post - SuperBlog</title>

Yoast SEO

After installing and enabling the plugin, additional options under the Edit form will appear. Click “Edit the search results page appearance” and type new <title> in the “SEO” box.

The only thing left to do now is to press the “Update” button to publish your post and voila! There is a new page <title>!

<title> in Google

Keep in mind that the <title> attribute is just an indicator for Google. Search results may show a different title tag than the one you chose. There are a few instances when that can happen:

the keyword does not match the <title> content

there are too many keywords in the <title>

the algorithm decided a different <title> tag would be a better fit


Setting a different title tag for every page is recommended. Even if the page is not visible for search engines, its <title> is visible on browser tabs. Title facilitates the process of finding the desired tab. For that reason, using the title tag is always a good solution.


Coming up with a descriptive, unique and engaging title tag for every single page is always recommended.


  1. https://support.google.com/webmasters/answer/35624?hl=en
  2. https://www.siegemedia.com/seo/title-tags
  3. http://graphics.wsj.com/google-ftc-report/img/ftc-ocr-watermark.pdf

Jacek Wieczorek is the co-founder of Pulno. Since 2006, he has been optimizing and managing websites that generate traffic counted in hundreds of thousands of daily visits. 

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