Title Tags Explained

Created by Tim Berners-Lee, HTML (Hyper Text Markup Language) is a computer language that makes up most websites and other correlating applications. A title tag is an HTML markup that specifies a web page. If you’ve ever wondered what makes up a Google search page (or any for that matter), these are what appear with several thousand results. It is what shows up on the SERP (search engine results page).  

Essentially, the title tag names your website and tells search engines what it is. Your title tags are important because they influence the likelihood of people choosing your web page over others in search bar results. In this article, you will learn how to optimize your title tags to be more clear, colorful, and concise. The necessary ingredients for a better click-through rate. 

html title tag

Why Are HTML Title Tags Important? 

First impressions matter. It is here, where title tags or HTML title tags shine. It’s one of the first things search engines inspect when trying to determine how your page ranks among others. When your goal is to increase traffic for your web page, your best bet is to start off strong by introducing the topic in a concise, easy-to-read title.  

This way, it’s easily discernible by not only humans, but the algorithm itself. The best title tags utilize keywords that are geared specifically to a website’s subject. This is to help the website place high in search results pertaining to that niche.  

The more competitive the keyword is, the harder it would be for people and the algorithm to find your content. In most cases, for those starting out, finding keywords with high volume and low competition should yield more traffic to your web page.  

A title tag without proper keywords will reduce click-throughs and in turn lose potential customers. Afterward, once you’ve gotten more familiar with your subject, gradually use more competitive keywords.  

What Is It That Goes In the Title Tag? 

The tag for your webpage needs to divulge the most important information. It’s the first thing people will see and will help the algorithm in pushing your content. This is where you need to get intimate with your subject. Research what words tie into your niche.  

Hypothetically, let’s say you are a fitness trainer in Chicago. Potential customers may look up “Chicago fitness trainer” or “personal training.” If you are anywhere near the area or provide that particular service, then it should probably be a part of the keywords you would use. In doing so, you will come closer to finding the title tag for your page. After you’ve done your research, the next step would be to structure your title accordingly using the words and their varying combinations.  

what's a tag

Characteristics of Good Title Tags 

The title tag should be between 50-60 characters so that 90% of your title can be properly seen on SERPs. The reason why shorter titles work in your favor is that when your page is pedaled through SEO as efficiently as possible, people will be more inclined to click on it.  

Captivate the Audience

One of the best things you can do in regard to constructing good title tags is to captivate the audience. That may seem like a tall order, but appealing to one’s pathos, ethos, or logos is a great tool when gaining a repeat reader. You want to engage your audience. People want to feel a part of the conversation. Give them an opportunity to feel involved and they may just respect you for it.  

Enticing Word Choice

An enticing title is a clickable title. In most cases, adding an adjective or two will brighten up an otherwise dulling display of your content. Descriptive modifiers are another great tool when constructing Tags. This portion of your tag would be a fantastic place to briefly describe what is on your page. There will be less people to click off if what you describe is colorful, yet is quick to get the point across. 

Keep Customers in Mind

Good title tags are written with customers in mind. Coming up with easily readable title tags that are also easily understood is the difference between a good and a bad user experience. The way to do this would be to make use of recognizable words within your given niche. That’s why early research is pivotal to proper title development. It shows the customer that you care enough not to use jargon that may weigh down the message you’re trying to get across or service that you’re trying to provide. Be sure to use titles that customers may deem valuable to them.  

Be Specific and Accurate

It’s also good practice to be specific and accurate. Although the two may seem interchangeable, specificity does not equal accuracy. A title can just as well be specific all the while being inaccurate and vice versa. Balance is key when producing optimal title tags. It may appear daunting, but it’s all in practice that we get better. 

what Is a title tag

Remain Positive

Another suggestion would be making your title positive. People usually distance themselves from negativity. Putting down one product over another may sow grievances towards your website. Your purpose is to have people want to click your website, not to bash another. Try not to rain on someone’s parade. Avoid comparing your website to others’. Keep it specific to your niche and why your web page is good, not why it’s better than your competitors. People will make their own decisions and if you are confident in what you’re providing, they may choose yours if given the chance. 

Use Unique Keywords

Title tags should have unique primary keywords at the forefront. The best way to garner a healthy amount of unique keywords would be to rely on communities, forums or customer interactions. In these places, you’ll be able to grasp what it is that customers are looking for. Even using Google to search for the most used words can be a great benefit, too. However, each person is unique in how they describe something. Getting the user’s input will help separate you from the competition. Then add secondary keywords and your brand name.  

What Are Bad Title Tags and How to Avoid Them? 

Title tags any longer than the amount mentioned above will be truncated in search bar results and show up with ellipses. For instance, Google will do this not only because the title itself was too long, but because it will attempt to make room for your website’s brand name. Google will end up generating its own title for you. You don’t want this to happen, because your title will appear disorganized and disjointed on the SERP.  

All Caps

Using all caps is one way of deterring potential click-throughs. You may want to attempt all caps to bring attention to it. But it would be for all the wrong reasons. Doing so could come off as rude or disingenuous. It will appear to the reader that you’re yelling or demanding that they read your article. If anything, it’s usually poor etiquette and the reader will probably view it as such.   

All caps could also de-emphasize what’s important. To quote Syndrome in The Incredibles, “If everyone’s super, then no one is.” Think of all caps in title tags as such. Usually, if someone capitalizes something, they’re attempting to bring attention to it or to make it stand out for being different. Nothing is different if everything’s the same. When capitalizing make sure to use it sparingly. 

what is the title

Overstuff With Keywords

Avoid flooding or overstuffing your title tags with keywords. Adding too many keywords will bog down your webpage and make it seem unprofessional. An abundance of keywords may also overwhelm the reader, causing them to leave well enough alone. They may scan over your title and find one that gives exactly what they’re looking for.  

While searching for content online, some readers may skip your website while not exactly knowing what it is that they’re looking for. Your website may be just that. However, because its title tag is convoluted, they may be deterred from the invalidity your website portrays. This will actually help your SEO in the long run. Putting your important and well-researched keywords in front will yield better traffic for you as opposed to putting the most in a single title. It’s about quality over quantity. 

What’s a Tag? 

Tags are invisible. To the casual reader, that is. However, to your page, they are the bread and butter that silently promotes your website. Tags are keywords that define how the webpage will be formatted by the web browser. Using unique keywords in your Tags would also help how they appear in web tabs. This way, people won’t lose where tabs are placed. This is all to benefit from a friendly user experience. These small details will help bring return viewers. The one way to make your tags matter is clarity. They will be more easily manageable if they are succinct.   


  • What are title tags? 
  • Are title tags important? 
  • How can title tags benefit my business? 
  • What should a title tag include? 
  • How can I find the right keywords to help my business?

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