The title element is the page title written in HTML. It gives browsers and search engines a concise description of a page, and it is one source Google can use to create the clickable title link shown in search results. That link may differ from your title element, so write for people and make the page itself consistent with the title.
What is an SEO title tag?
The HTML <title> element belongs inside a page's <head> section:
<head>
<title>Validate HTML Forms with JavaScript | Example Studio</title>
</head>
People often call this a title tag or SEO title. It is not the same thing as the visible main heading (<h1>), although both should describe the same page. A content management system or SEO plugin may set the title element for you; check the final page output rather than assuming the editor's title is what browsers and search engines receive.
Google may generate a search-result title link from the title element, but it can also use prominent text on the page, headings, link text, and other sources. Its title link documentation explains how those links are generated and why the displayed wording can change.
Do title tags need to be 60–70 characters?
No. Google does not prescribe a fixed character limit. A title link may be shortened to fit the available screen width, which varies by device, and Google may choose different text when it considers that more useful. A 60- or 70-character target is not a guarantee that the full title will appear.
Keep the title concise enough to communicate the page's main subject, but do not remove useful detail just to meet an arbitrary count. Put the words that distinguish the page near the beginning when that makes the title easier to scan.
Title tag best practices
- Describe one specific page. Explain what a visitor will find, using plain language that matches the page's actual content.
- Make titles distinctive across your site. Reusing a short, generic title such as “Services” makes it harder for people to tell pages apart. Add the service, location, product, or other relevant detail where it helps.
- Use search terms naturally. Include wording that accurately describes the topic when it is useful to readers. Repeating variations of a keyword does not make a title clearer and is not a promise of higher rankings.
- Keep the title and page in agreement. Align the title element with the visible heading and main content. If the title is misleading or the page's most prominent text says something else, Google may choose a different title link.
- Add your brand only when it helps. A site or business name can provide useful context, especially on important landing pages. Avoid repeating it in a way that makes every title long and interchangeable.
These principles also apply when deciding how a website's design and content support its visibility in search.
Common title tag mistakes
- Treating a character count as a rule: Review titles for clarity and relevance, not whether they fit an outdated 60–70-character formula.
- Stuffing in keywords: Repetition makes titles harder to read and can make them look untrustworthy. Choose the clearest wording instead.
- Using the same template everywhere: A shared brand suffix can be useful, but boilerplate should not crowd out the page-specific information.
- Writing a title that the page does not deliver: Match the title to the real content and update both when a page's purpose changes.
- Assuming the title link is fully controllable: Search engines can use other page signals. Improving the title element is worthwhile, but it cannot guarantee exact wording or a particular ranking.
A practical review for a small website
Start with the pages that matter most to your visitors, such as core service pages, product pages, and useful guides. For each one, check the title element in the rendered HTML or your publishing tool, then compare it with the visible heading and the page's actual purpose. Make the page-specific subject clear, remove unnecessary repetition, and check that the title is not accidentally blank or copied from another page.
After changing a title, review the page itself and its search appearance over time. Google may display a different title link, so evaluate whether the page and its result communicate the right information rather than expecting an exact match in every search. For a basic walkthrough of the HTML element, see this guide to the HTML title element.
Title elements are a small but useful part of presenting a page clearly. Write a specific, accurate title, make sure the page supports it, and avoid treating length or keyword repetition as a shortcut to better search performance.
Related reading: How website design affects Google rankings.
Cover Photo by NisonCo PR and SEO on Unsplash