Title tag

The title tag is the headline of your page in Google's search results and in the browser tab. Since the early days of search engine optimisation it has been the single most important on-page ranking factor.

Where the title tag shows up

In three places. First, in the Google SERP as the blue link above the meta description. Second, in the browser tab as the tab's label. Third, as the default title when the page is shared on social media if no Open Graph title is set. Each of these places influences whether someone clicks the link.

The right length

Between 30 and 60 characters. Under 30 characters looks unfinished. Over 60 characters gets truncated in Google SERPs and ends with an ellipsis. What counts is not the character count but the pixel width, because narrow letters like i take up less room than wide ones like m. Rule of thumb for German text: 580 pixels or roughly 55 to 60 characters.

What belongs in it

The most important keyword as far forward as possible. The brand at the end, set off by a separator such as the pipe character |. Example for a web design agency: Webdesign Fürstenfeldbruck | bytebrise. On local pages, the town name clearly visible. On service pages, the service. Avoid keyword stuffing such as Webdesign Webdesigner Webagentur Fürstenfeldbruck München Bayern, which lowers both rankings and click-through rate.

Anti-patterns

Identical titles on several pages. Google penalises duplicate titles and often shows only one of the pages in the results. Generic phrases such as Home or Welcome instead of a descriptive title. The brand name before the keyword on pages that are not meant to rank for the brand name. Special characters such as stars or emojis: Google renders them inconsistently and they come across as clickbait.

Related terms

Meta description · Canonical tag · Open Graph