Page Titles for SEO
A page title is the HTML <title> tag that summarizes a webpage's topic for search engines, browsers, and searchers.
What I’d do first
- Start with one primary keyword per page title.
- Keep titles under 60 characters – front-load the keyword.
- Write unique titles for every page.
- Add brand name only at the end (homepage can lead with brand).
- Match the title to the page content and user intent – no clickbait.
Think of the page title as your first handshake with both Google and a potential visitor.
The path I'd take
- Find your focus keyword – Use a tool like Semrush or Ahrefs to pick one main keyword per page.
- Check your current title – Open the page in your browser, view the source, and see the <title> tag. If you're using a CMS like WordPress, it's likely in the SEO plugin.
- Draft the title – Put the primary keyword first, then a pipe or dash, then a brief descriptor, and finally your brand name if space allows.
- Verify length – Count characters. I aim for 55 to leave wiggle room. Google truncates around 600 pixels, not always strict character counts.
- Ensure uniqueness – Run a quick site: search in Google to see if another page already uses that title.
- Preview in SERP – Type your keyword and see how your title looks next to competitors. Adjust for click-appeal without being misleading.
Watch-outs
- Keyword stuffing – Cramming multiple keywords makes titles look spammy and can lower CTR.
- Duplicate titles – Every page should have its own unique title. Google gets confused when two pages claim the same thing.
- Truncation – Titles over 60 characters often get cut off mid-word. Put the important words first.
- Vague or clickbait titles – If the title doesn't match the page content, visitors bounce and Google may rewrite it.
What I got wrong
Early on, I thought more keywords in the title meant more rankings. So I'd write something like "Best SEO Tips | SEO Guide | SEO Tricks 2024 – Brand". Not only did Google truncate it to just "Best SEO Tips | SEO Guide | SEO...", but users saw a messy string and skipped right past. Now I stick to one primary keyword per title, let the page content handle related terms, and keep the brand name as a tidy suffix.
Next step
Quick answers
Should I always include the brand name?
For most pages, yes – at the end. For the homepage, the brand name often comes first.
What if my CMS auto-generates titles?
Manually override them. Auto-generated titles are rarely optimized for intent or uniqueness.
Can I use the same title for the H1?
They can be similar or the same, but you don't have to match exactly. The H1 is for on-page hierarchy; the title tag is for search results.
Sources
Primary documentation is linked directly. Anything commercial is marked nofollow.
- Google Search Central — Primary authority for how Google interprets and rewrites title links.
- Google Search Central — Explains how Google generates snippets and when title text may be adjusted.
- Screaming Frog — Widely cited technical SEO reference for practical title tag best practices.
- Semrush — Useful modern SEO practitioner guidance on title tags, intent, and SERP formatting.
- Search Engine Journal — Well-known SEO publication for current on-page SEO guidance and testing ideas.
Notes from Callum Bennett.