SEO Basics: Title Tags Can Help

When someone discovers your website through search engines, the title tag is often their first impression of your content. These clickable headlines appear in search results, browser tabs, and social media shares, making them one of the most vital elements of your SEO strategy. Despite their simplicity, well-crafted title tags can significantly boost your click-through rates, improve user engagement, and signal relevance to search engines.

What is a title tag?

A title tag is a short snippet of text that shows the title of your page in search result pages and browser tabs. For example, if you hover over the tab for this post in your browser you will see the title tag we have added. They help to show your readers what the page is all about, as well as sending positive signals to Google.

Title tags serve several purposes. They need to capture attention in crowded search results, accurately describe your content, incorporate relevant keywords, and represent your brand. The challenge lies in accomplishing all of this within a limited character count, all while maintaining clarity and appeal.

 

The SEO Value of Title Tags

Title tags contribute to your search performance in several ways:

Enhanced Click-Through Rates

When your title tag stands out in search results with a compelling message and clear relevance to the searcher’s query, you’re more likely to earn that click, even if you’re not ranked in the top position. Higher click-through rates signal to search engines that users find your content relevant, which can positively influence your rankings over time.

Relevance Signals

While algorithms have become highly sophisticated, title tags are still a strong relevance indicator. Including your target keyword, particularly near the beginning of the title, helps search engines understand your content’s focus. However, your content should always serve the user first and search engines second, a keyword-stuffed title creates a poor user experience and can actually harm your rankings.

Brand Recognition

Consistently including your brand name in title tags builds familiarity with your audience. Regular searchers will begin to recognise your brand in results, potentially increasing trust and click-through rates even when competing against higher-ranked pages.

Getting the Structure Right

The most effective title tags follow a proven formula: they lead with your primary keyword or value proposition, include a separator, and conclude with your brand name. For instance: “Content Marketing Strategies for 2025 | Artemis Marketing” clearly communicates the topic while reinforcing brand recognition.

Search engines typically display between 50-60 characters of a title tag, although this varies depending on device and screen size. Google actually measures title tag display by pixel width rather than strict character count, which means wider characters like “W” take up more space than narrow ones like “i”. To ensure your full title displays across devices:

• Aim for 50-60 characters as a general guideline
• Keep the most important information and keywords toward the beginning
• Test how your titles appear on both desktop and mobile devices
• Avoid ALL CAPS, which takes up more visual space

As with all aspects of SEO, keyword stuffing is frowned upon, not only does it look spammy and potentially drive away potential customers, but it sends negative signals to Google which will result in your page ranking much lower.

 

Title Tag Best Practices

Match Search Intent

Your title tag should align with what users expect to find when they click. If someone searches for “how to train a puppy,” a title like “Complete Puppy Training Guide for New Dog Owners” matches their intent better than “Dog Training Services.”

Make Every Page Unique

Duplicate title tags confuse users and search engines, so make sure each page on your website has a distinct title that accurately reflects its specific content. This is particularly important for e-commerce sites with multiple product pages or blogs with extensive archives.

Incorporate Emotional Triggers

When it’s appropriate for your audience and your brand, including words that evoke emotion or urgency can improve clicks. Terms like “essential,” “proven,” “ultimate,” or “complete” suggest comprehensive value, while including the year indicates that the page features up-to-date information.

Measure Performance

The effectiveness of your title tags isn’t just theoretical, you can measure their impact directly. Check click-through rates for individual pages to spot underperforming titles, and A/B testing tools to trial different variations to see which generates a better performance.

Title tags may seem like a small detail, but they’re a foundational element of any effective SEO strategy. Investing time into crafting strategic, user-focused title tags can help you create more opportunities to connect with your audience and stand out in search results.

If you’d like to discuss ways to boost your site’s performance or if you have any SEO concerns, don’t hesitate to get in touch with our skilled SEO team today.