Definition

The title tag (<title>) is the HTML element that defines a page’s title. It appears in the browser tab and, more importantly, in search results. For Google, it is one of the most important on-page signals to understand what a page is about.

Writing best practices

• Recommended length: 50 to 60 characters (around 600 pixels)
• Place the main keyword at the start, without keyword stuffing
• Include a differentiator: brand, benefit, number, year
• Match the search intent
• Every page must have a unique title

Title vs H1

The title tag and the H1 are not the same thing. The title appears in the SERP and the browser tab; the H1 lives in the visible page content. Ideally, they tell the same story with slightly different wording to cover more semantic variations.

When Google rewrites the title

Since 2021, Google can rewrite your title in the results if it considers it weak or stuffed. A rewritten title often loses CTR. The Performance report in Search Console helps monitor the gap between your title and the displayed one.