Title tag

The title tag lives in the page's code, inside the head section, and is separate from the visible main heading on the page. They often say similar things, but the title tag is written for the results page and the browser tab, while the heading is written for someone already reading.

Google calls the headline in its results a "title link", and it does not always use your title tag. If the tag is missing, too long, stuffed with keywords or does not match the page, Google may build its own title from the page's headings or other text.

How it works

In HTML the title looks like a single line in the head of the document. Search engines read it as a strong clue to what the page is about, and searchers read it when deciding which result to click. Results are cut off by display width, so long titles are truncated; around 50 to 60 characters is a common guideline to keep the key words visible.

A good title puts the main topic first, matches the intent of the people searching and, where it fits, ends with the brand. Each page should have its own unique title. Avoid separators and repeated phrases that add length without meaning, and keep the brand short.

Titles also matter outside Google. Browsers use them for tab labels and bookmarks, social networks may use them when a link is shared if no separate preview title is set, and AI assistants often read them when deciding which source a page is. A title that says what the page covers, in plain words, serves all of these. Brand names usually go at the end, unless the brand is what people are searching for.

Example

A landscaping company's service pages all carry the same title: the word "Home" and the company name. It rewrites them as "Garden Maintenance in Gilching", "Lawn Installation in Gilching" and so on, each followed by a short form of the company name. Search results now show what each page offers, and Search Console shows more clicks from the same number of impressions.

To check titles across the site, the owner runs a free site crawler, which lists every page's title with its length and flags duplicates and missing titles. To see what Google actually shows, searching for the page in Google reveals whether the title was used as written or rewritten. In Search Console, comparing click-through rate for the page before and after the change, over equal periods, shows whether the new title is persuading more searchers.

Why it matters for your business

The title is often the first thing a potential customer reads about your business in search, and it influences both ranking and whether they click. Fixing generic or duplicate titles is quick, cheap and frequently one of the highest-return changes on a small site. It will not rescue a page whose content does not answer the search. It is also a quick fix to repeat whenever a page's purpose changes, which many sites forget.

Common mistakes

• Using the same title, such as the company name, on every page.
• Stuffing several keywords into one title so it reads like a list.
• Writing titles so long that the important words are cut off in results.
• Writing a title that promises something the page does not deliver, which raises bounces and invites Google to rewrite it.

Questions people ask

How long should a title tag be?

There is no official character limit, because results are truncated by pixel width, not character count. A common guideline is about 50 to 60 characters so the main words stay visible on most screens. Put the most important words first so a cut-off title still makes sense.

Why does Google show a different title from mine?

Google sometimes rewrites title links when the title tag is missing, very long, repetitive, stuffed with keywords or does not describe the page well. It may use the main heading or other visible text instead. Writing a clear, accurate, unique title that matches the page's heading makes rewrites less likely.

Is the title tag the same as the H1?

No. The title tag is in the page's code and appears in search results and the browser tab. The H1 is the main visible heading on the page itself. They should agree on the topic, but they can be worded differently, and the H1 is often a little longer or more conversational.