How To Optimise Meta Title Tags for your Website

How To Optimise Meta Title Tags for your Website

Title tags are a basic consideration when optimising your website but still carries weight with Google. Yet we still see bad examples of title tags in search results pages so I thought I would cover this in more depth.

We are always asked the same questions from junior SEO’s in our training sessions, when it comes to On Page Optimisation:

What is a title tag?

How do you write one correctly?

Why are title tags important?

Do they actually help with getting better results in the search listings?

So for those interested in knowing more, here is my advice regarding meta tags in general:

What are meta tags?

Meta tags are HTML elements that provide information about a web page for search engines and website visitors. These elements must be placed as tags in the <head> section of a HTML document. These elements are:

Title tag

Meta description tag

Keyword tag (Now redundant)

What is a title tag?

Title tags are used to tell search engines and visitors what any given page on your site is about in the most concise and accurate way possible. This title will then appear in various places around the web, including the tab in your web browser. Your title tag will show up as the big blue link in search engine results.


Where do I add the title tag?

You can add a title tag in the <head> section in your site’s HTML. It should look something like this:


<title>Example Title</title>


Why are title tags important?

The title tag is the boldest, most obvious element in a search result and therefore a major part in the decision making process of whether a searcher will click on your result or not.

Are title tags used as a ranking signal?

Title tags have “long been considered one of the most important on-page SEO elements.” And the closer to the start of the title tag any given keyword is, the more likely it will be to rank for that keyword based query.

How to write a great title tag

From an SEO point of view, the title tag should contain all the keywords you wish to rank for. The most important keyword should be at the beginning, followed by second most important, then finally your brand name if there is enough space.

So what should you consider when writing your title tag? Here is a checklist for you to use when preparing your title tags.

Title tag checklist

Length: Title tags should be 50-60 characters long, including spaces.

  • Keyword placement: Your most important keywords need to be first in your title tag, with your least important words coming last.
  • Brand name: If your company name is not part of the important keyword phrases, put it at the end of the title tag.
  • Do not duplicate title tags: They must be written differently for every page. Don’t mass replicate your title tags it will negatively affect with the search engines.
  • Make it relevant: Title tags must accurately describe the content on the page.
  • Do not ‘keyword stuff’ title tags: these are badly written title tags that try to rank for everything or repeat a word over and over. Keyword stuffing is the worst offense when it comes to title tags and your website will be penalised for it.

Finally, one more bit of advice that will help with your search engine positions:

Make your headline (<h1> tag) different from the title tag: This is another opportunity to vary the keyword phrasing of your page and increase its chances of appearing for different search intent.


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