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Title tags are one of the most important on-page SEO elements you can update. They tell search engines and users what a page is about and can directly impact click-through rates (CTR) from search results. Crafting a good title tag ensures that it is unique, relevant, under 55 characters long (displaying on mobile), and include the primary keyword naturally. Avoid duplication, keyword stuffing or missing titles, this should always tie back to the keyword intent.
Introduction: what is a title tag?
A title tag is the short, descriptive line of text (aiming for under 55 characters) that appears as the clickable headline in Google’s search results. It also appears at the top of your browser tab and when a page is shared on social media or bookmarked.
In simple terms, your title tag defines the content that it is representing on the page, it’s often the first impression users and search engines have of your content.
For example, if you own a bakery in Sydney, your homepage title tag might look like this:
Artisan Bakery in Sydney – Fresh Bread & Pastries Daily
It’s concise, clear, and tells both Google and users exactly what to expect from the page.
Why Title Tags Matter: The Benefits
1. Improve Search Visibility: Search engines use title tags as a key ranking signal. While they’re not the only factor, a optimised and targeted title tag helps Google understand what your page is about and when it should appear in search results.
2. Increase Click-Through Rates (CTR): Even if your page ranks well, it still needs to encourage users to click through to the webpage. Having a targeted and compelling title tag can make the difference between someone clicking your result or scrolling past it. For example:
As you can see from the examples above the first is more engaging and looks to provide value to the user.
3. Set User Expectations: Title tags help align user intent with content. As described in our SEO content strategy service, content without context is when users are disengaged, bounce rates increase. When users click on your result, they already have a sense of what they’ll find. That means fewer bounces and a better user experience — both positive signals for SEO.
4. Support Brand Recognition: Adding your brand name at the end of the title can build trust and visibility over time. Example: SEO Content Strategy Service | OnePercents Consulting
Common Issues with Title Tags
Mistakes are inevitable when launching a website, here are some of the most common problems we have come across and how to fix them.
1. Missing or Duplicate Title Tags:
Many websites have pages without title tags or with duplicate ones. Search engines love unique title tags which look to address the content that is on the page. By having missing or duplicated title tags does not provide the required signals to the define the content on the page.
✅ Fix: Ensure each page has a unique, descriptive title tag that accurately represents its content.
2. Keyword Stuffing:
Cramming too many keywords makes titles look unnatural and spammy. The aim to create natural title tags which read well and are not repetitive.
❌ Example: SEO Services, SEO Consultant, SEO Expert, SEO Sydney
✅ Better: SEO Consultant in Sydney | Expert SEO Services That Deliver
3. Titles That Are Too Long or Too Short:
If your title is longer than 55 characters, Google might truncate it. If it’s too short, it may not fully explain the page.
✅ Fix: Aim for around 55 characters, this looks to be the sweet spot, this ensures that it displays correctly on all devices. Priority keywords should be deployed at the start of the title tag.
4. Ignoring User Intent:
The key piece for writing title tags is making sure they align with the content and intent. If you write for search engines and keywords instead of people can backfire. If your title doesn’t match what users want, they won’t click on your page. Users that do leave quickly, highlight that the intent doesn’t align content, resulting in a higher bounce rate .
✅ Fix: Always write titles for humans first, search engines second.
5. No Branding or Call to Action:
Titles that end abruptly or miss an opportunity to reinforce your brand can feel incomplete.
✅ Fix: Add your brand name at the end or include a subtle CTA (like “Learn More” or “Shop Now”).
Best Practices for Writing Effective Title Tags
Mistakes are inevitable when launching a website, here are some of the most common problems we have come across and how to fix them.
[Primary Keyword] + [Benefit or USP]* | [Brand Name]
*add in if there is enough character space in the title tag.
Conclusion
Title tags might seem small, but they carry significant weight in SEO. They help search engines understand your content, improve rankings, and can influence whether a user chooses your result.
Keep them relevant, readable and user-focused. Following the above steps will mean your SEO foundation will be much stronger for it.
Let’s talk about your business
Ready to find your OnePercents and start making a change to your business? Whether you’re looking for expert advice, a custom strategy, or just want to explore how we can help, we’d love to hear from you.
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