How to Write SEO Title Tags That Drive Clicks and Rankings

Editor’s Note: This post was originally published in November of 2013 and has been updated for accuracy and comprehensiveness.

Writing an effective SEO title tag remains one of the most powerful ways to draw readers to your content and improve your search rankings. Title tags are crucial for winning in search – they drive visibility in search results and influence click-through rates (CTR) by aligning with user intent. When crafted well, they can help your content dominate search engine ranking pages (SERPs) for keywords that matter to your business.

What is a Title Tag?

A title tag is an HTML element featured in the head section of a webpage. It informs readers about what to expect from a webpage and guides search engines on how to generate a title link for it.

In the HTML editor, the title is placed within the opening and closing <title> tags:

<title>Your Strategic Title Goes Here</title>

The title tag appears in three crucial places:

• As a clickable link on search engine results pages
• In the browser tab
• As the default title when content is shared on social media

According to industry research, 8 out of 10 people will read your title, but only 2-3 will click through to read the content. This makes your title tag one of your most valuable digital assets.

How Google Handles Title Tags

Sometimes, you might discover that your title link doesn’t feature the exact content in your title tag. That’s because Google Search automatically generates the title link that best represents and describes each result.

Google considers multiple sources when determining your page’s final title:

• The content in your <title> tag
• Heading elements (h1)
• Other large/prominent texts on the page
• The overall page content and structure

How To Write a Strong Title Tag

1. Research Relevant Keywords

Writing the best title tag begins with understanding your audience’s search intent. Your research should cover:

Keyword Discovery

Use tools like:

• Paid: Semrush, Ahrefs
• Free: AnswerThePublic, Google Keyword Tool

Start with topical research and end with keyword discovery. After writing your content, identify the priority keyword that best captures your page’s essence.

SERP Analysis

Examine the current ranking results for your target keyword. Pay attention to:

• Common patterns in successful titles
• “People Also Ask” questions
• “Related Searches” suggestions
• Unique angles that might help you stand out

2. Use Power Words Strategically

Power words are the lead magnets that strengthen your title and boost CTR. Research shows that content with strong emotional hooks receives significantly more social shares. Here’s how to use power words effectively:

For Curiosity:

• “revealed”
• “discovered”
• “the secret to”
• “what you don’t know about”

For B2B Content:

• “strategic”
• “high performance”
• “fast track”
• “effective”
• “proven”

For Comprehensive Content:

• “essential guide”
• “complete guide”
• “step-by-step”
• “ultimate resource”

For Urgency/Scarcity:

• “limited edition”
• “exclusive access”
• “insider secrets”
• “time-sensitive”

3. Optimize Title Length

While there’s no strict limit, Google typically truncates titles that are too long. Keep these guidelines in mind:

• Aim for 50-60 characters
• Use concise language
• Ensure the full title is visible across devices
• Use numbers and special characters (like colons and pipes) strategically

4. Avoid Keyword Stuffing

According to John Mueller, senior search analyst at Google, search engines will use alternative sources to generate your title if they detect keyword stuffing. Best practices include:

• Use one primary keyword per title
• Place the keyword naturally
• Ensure the title accurately describes the page content
• Match your H1 heading when appropriate

5. Create Unique Titles for Each Page

Avoid these common mistakes:

• Using generic titles across multiple pages
• Creating boilerplate titles with repeated text
• Using vague descriptions that don’t differentiate content

Example:

• ❌ Bad: “Accounting Software | Best Accounting Software 2024 – ABC Accounting”
• ✅ Good: “Top 6 Accounting Software for Small Businesses in 2024”

6. Front Load Important Keywords

Place your primary keyword near the beginning of the title when it makes sense naturally. This helps:

• Capture attention quickly
• Show relevance to search intent
• Improve potential ranking signals

However, don’t sacrifice readability or natural flow just to place keywords at the start.

7. Strategic Brand Inclusion

As your site gains authority, consider incorporating your brand name in titles:

• Use for important pages
• Place at the beginning or end
• Don’t overuse across every page
• Consider using a pipe symbol (|) as a separator

Why Title Tags Matter for SEO

Ranking Impact

Title tags remain one of Google’s ranking criteria. Well-optimized titles can:

• Signal relevance to search engines
• Improve ranking potential
• Enhance overall website visibility

Click-Through Rate

Titles directly influence whether users click your result by:

• Setting clear expectations
• Highlighting unique value
• Creating compelling promises
• Standing out from competitors

Search Display

Your title tag influences how Google displays your page in search results. Poor optimization might lead to Google choosing alternative text from your page.

Common Title Tag Mistakes to Avoid

1. Missing Title Tags: Every page needs a unique, descriptive title
2. Keyword Stuffing: Focus on natural inclusion of relevant terms
3. Misleading Promises: Ensure accuracy and deliver on expectations
4. Generic Branding: Be strategic with brand name inclusion
5. Boilerplate Text: Avoid repetitive phrases across pages
6. Excessive Length: Keep titles concise and impactful
7. Ignoring Search Intent: Match titles to user expectations
8. Neglecting Local SEO: Include location terms when relevant
9. Duplicate Titles: Ensure each page has unique content

Tracking Title Tag Performance

Use Google Search Console to monitor title effectiveness:

1. Access Performance > Search Results
2. Filter by specific pages
3. Track metrics:
4. Impressions
5. Clicks
6. Click-through rate
7. Average position
8. Compare performance before and after optimization
9. Test different variations to improve results

Conclusion

Title tags remain a crucial element of SEO success. They serve as your first impression in search results and can significantly impact your click-through rates and rankings. By following these best practices and continuously monitoring performance, you can create titles that both rank well and compel clicks.

Remember to regularly review and update your titles based on performance data and changing search patterns. A great title tag makes a promise your content delivers on while serving both search engines and human readers effectively.