Title Tag Optimisation: How to Craft Titles That Boost Rankings & Clicks
- Lowri
- Apr 11
- 9 min read
If your content isn’t ranking or getting the clicks it deserves, you might overlook a critical SEO element: the title tag.
It’s easy enough to forget about your title tag, but it can be the difference between getting clicks to your site or climbing the search results.
In this guide, I’ll explain everything you need to know about title tag optimisation—why it matters, how to do it right, and the tools to help you get more clicks.
What is a Title Tag?
Firstly, let's go through what a title tag is. A title tag is an HTML element that specifies the title of a webpage. It appears:
In search engine results (as the blue clickable link)
At the top of your browser tab
When your content is shared on social platforms
On Google, a title tag will look like this -
How to Train a Puppy in 7 Days | DogLovers.com www.doglovers.com/training/puppies
Why Title Tag Optimisation is Important for SEO
Your title tag is one of the first things users—and search engines—see. First impressions matter; if users and search engines don’t find your title tags engaging, it will be harder to grow your traffic.
Here's why optimising your title tag is essential -
SEO Signal: Google uses title tags to understand page relevance.
CTR Booster: An engaging, keyword-rich title tag entices users to click.
UX Factor: Clear, informative titles improve the user experience.
Backlinko found that pages with exact-match keywords in title tags tend to rank better in Google.
Also, remember that Google has recently started rewriting some title tags. Optimising your titles reduces the chance they’ll be changed in the SERP.
Best Practices for Title Tag Optimisation
1. Use Target Keywords Naturally
Place your main keyword near the beginning of the title where possible. But don’t overdo it—keyword stuffing can hurt readability and SEO.
This is a good example of a title tag - Affordable Plumbers in Perth | Fast Local Plumbing
This is a bad example of a title tag - Plumbers Perth Plumbing Perth Local Perth Plumbers
2. Keep It Within Optimal Length
Ideal length: 50–60 characters or ~600 pixels
Longer titles may get truncated in search results
Use tools like Moz Title Tag Preview Tool or SERPsim to preview your titles.
3. Make It Compelling to Users
Don’t just optimise for bots—think about humans, too:
Use numbers (e.g., Top 10, 7 Tips)
Add brackets (e.g., [Free Guide])
Tap into emotions (e.g., Ultimate, Easy, Essential)
Think like a copywriter: what would make you click?
4. Avoid Duplicate Title Tags
Each page should have a unique title. Duplicates confuse search engines and dilute relevance.
Use tools like:
Screaming Frog to crawl your site
Semrush or Ahrefs to detect title tag issues
5. Include Your Brand (When Appropriate)
Adding your brand name can build trust—especially for branded search terms.
Format tip: Primary Keyword | Brand Name Example: SEO Audit Checklist | SerpSuccess
Common Title Tag Optimisation Mistakes to Avoid
Even small mistakes in your title tags can hurt your rankings and click-through rates. Here’s a breakdown of the most common pitfalls and how to avoid them:
1. Titles That Are Too Long or Too Short
Too long: If your title tag exceeds 60 characters or ~600 pixels, it may be truncated in search results. This can remove important information, leaving your title incomplete and less clickable.
Too short: A title that is only a few words long may not give search engines or users enough context about the page's content.
Fix it: Aim for a balanced length—ideally between 50 and 60 characters.
2. Missing or Generic Keywords
Using vague or generic titles like “Home,” “Welcome,” or “Page 1” doesn't help search engines understand your content and offers nothing to entice a user to click.
Example: Bad - Welcome Good - Affordable Bathroom Renovations in Perth | BathroomPro
Fix it: Always include your primary keyword to match your audience's search intent. Make the title specific, informative, and relevant to the page’s content.
3. Keyword Stuffing
Stuffing your title with keywords might seem like a shortcut to better rankings—but it can have the opposite effect.
It makes titles look spammy and less clickable, and Google may penalise or rewrite the tag entirely.
Example: Bad - Plumber Perth Plumbing Perth Best Plumbers Perth Local Plumbers Good - Top-Rated Plumbers in Perth | 24/7 Emergency Service
Fix it: Use your main keyword once, and focus on writing naturally. Prioritise clarity and readability over keyword repetition.
4. Ignoring User Intent
If your title tag doesn’t match what users are searching for—or fails to deliver on the page's promises—you’ll suffer from high bounce rates and low CTR.
Example: Bad - Best Recipes Good - Easy Vegan Dinner Recipes for Busy Weeknights.
Fix it: Think about the search intent behind your keywords. Are users looking for a how-to, a list, a product, or a service? Make sure your title reflects that.
5. Not Testing or Reviewing Existing Titles
Once a title tag is written, many site owners forget about it. But title tags should be reviewed and updated regularly—especially if:
The content has been refreshed
Your keyword strategy has changed
You’re getting impressions but few clicks
Fix it: Use Google Search Console to track CTR and impressions for each page. If a title isn’t performing well, test different variations and monitor the results over time.
Title Tag Examples: Optimised vs. Unoptimised
Let’s look at real-world examples to understand better what makes a title tag-effective.
Unoptimised Title Tag:
Plumbing Services
At first glance, this title might seem fine—it tells you what the page is about. But from an SEO and user engagement perspective, it’s too generic and lacks essential context.
What’s wrong with it?
Too vague – It doesn’t specify what kind of plumbing services or where they’re offered.
No location targeting – This is critical for local SEO.
There is no unique selling point (USP), so it doesn’t highlight why someone should click on this result over others.
No keyword variation – A user searching for “emergency plumber near me” might skip this entirely.
Optimised Title Tag:
Emergency Plumbing Services in Perth | 24/7 Fast Response
This version is clear, keyword-rich, and speaks directly to user needs.
Why it's better:
Includes Target Keyword The phrase “emergency plumbing services” aligns with high-intent search terms. It tells both users and search engines exactly what the page is about.
Location-Based for Local SEO
Including “in Perth” helps the page rank for geo-specific queries, like “emergency plumber Perth” or “plumbing services near me.” This is a must for service-based businesses targeting local customers.
Communicates Urgency and Value
By adding “24/7 Fast Response,” the title appeals to people who need immediate help. It adds emotional urgency, sets expectations, and positions your brand as quick and reliable—key influencing click-through rate (CTR).
Pro Tip:
Try to think like your customer. If your bathroom was flooding at midnight, what would you click on? Probably not something generic like “Plumbing Services.”
You want a title that:
Matches your intent
Promises a solution
Builds trust instantly
Tools to Help With Title Tag Optimisation
Optimising title tags is easier (and far more effective) when you have the right tools.
From tracking performance to previewing how your tags appear in search results, here are some of the best tools to use—along with whether they’re free, freemium, or paid.
1. Google Search Console — Free
Best for: Monitoring CTR, impressions, and ranking positions.
Google Search Console (GSC) is a must-have for any SEO strategy. It shows how your pages perform in Google Search, including:
How many people see your page (impressions)
How many clicks it gets (CTR)
Which keywords triggered your appearance in search results
Use it to:
Identify pages with low CTR but high impressions
See which queries are tied to each page
Track how title changes impact performance over time
Free to use — verify ownership of your site.
2. Screaming Frog SEO Spider — Freemium
Best for: Conducting a technical SEO audit, including finding missing, duplicate, or long title tags.
Screaming Frog crawls your entire website and gives you a detailed report of every title tag on every page. It helps you quickly spot:
Missing title tags
Duplicates
Titles that are too short or too long
Use it to:
Audit title tags at scale
Identify issues that might hurt your SEO
Export all data for editing and implementation
Free for up to 500 URLs. The Paid version unlocks full features and large site crawls.
3. Moz Title Tag Preview Tool — Free
Best for: Visualizing how your title tag will look in Google search results.
Moz’s free title tag preview tool simulates a desktop SERP display, helping you:
Check if your title is getting cut off
See how it appears alongside your meta description
Fine-tune your title’s length and impact
Use it to:
Avoid truncation
Create more readable, attractive titles
Compare different variations visually
Completely free to use online — no login required.
4. Semrush / Ahrefs — Paid (with limited free features)
Best for Keyword research, identifying duplicate titles, and tracking performance.
Both Semrush and Ahrefs are premium all-in-one SEO tools. Their site audit tools can flag:
Duplicate or missing title tags
Keyword gaps
Content cannibalisation
Pages with poor organic visibility
Use it to:
Discover high-volume keywords for your title tags
Monitor keyword usage across multiple pages
Identify title-related issues at scale
Free trials and limited tools are available, and plans are required for full access (typically starting around $99/month)
5. CoSchedule Headline Analyzer — Freemium
Best for: Measuring your titles' emotional impact, readability, and engagement.
While initially built for blog post headlines, this tool is excellent for crafting compelling title tags that stand out in the SERPs. It scores your title based on the following:
Emotional appeal
Power words
Clarity
Word balance and structure
Use it to:
Write more clickable and engaging titles
Improve readability for both users and search engines.
Compare different versions of your title before implementation.
Free with sign-up. The paid version offers history, advanced insights, and integrations.
How to Test and Improve Your Title Tags Over Time
Even the most well-written title tag isn’t set in stone. What works today may not work a few months from now—user behaviour shifts, competitors update their strategies, and Google’s algorithm evolves.
That’s why title tag optimisation is not a “set and forget” task. You need to track performance, run tests, and make smart updates to get the best results over time.
Here’s how to do it effectively:
1. Monitor CTR in Google Search Console
CTR (Click-Through Rate) tells how often users click on your page after seeing it in search results. CTR is usually the first red flag if your title tag is underperforming.
Where to look:
Go to Google Search Console → Performance
Check CTR alongside Impressions and Position for each page.
Example insight: If a page ranks in the top 3 for a keyword but has a low CTR (e.g., under 3%), its title tag might not be compelling enough.
Action Step: Identify pages with high impressions but low CTR and rewrite those titles with more engaging, action-oriented phrasing.
2. A/B Test Different Variations Over Time
Like email subject lines or ad headlines, you can experiment with multiple title tag formats to see which performs best.
While you can’t run accurate A/B tests in Google (since only one version of the title tag is indexed at a time), you can:
Change the title tag
Monitor performance for 2–4 weeks
Compare CTR and rankings with previous data
Test variables like:
Adding/removing numbers (e.g., “7 Tips” vs. “Tips”)
Including a CTA (e.g., “Learn How” or “Get Started”)
Adding urgency or emotion (e.g., “Don’t Miss” or “Fast”)
Pro Tip: Keep a log of changes to track what worked and what didn’t.
3. Update Older Titles with Fresh, High-Intent Keywords
Sometimes, your old title tags are outdated—either the phrasing has lost appeal, or your keyword strategy has evolved.
Example: Old: How to Improve SEO Updated: How to Improve SEO in 2024: Actionable Strategies for Higher Rankings.
Adding a fresh year, more specific intent, or secondary keywords allows you to breathe new life into older content.
Action Step: Use a tool like Semrush, Ahrefs, or Google Search Console to identify high-potential keywords your page is already ranking for—and weave them into your updated title.
4. Watch How Google Displays Your Titles in SERPs
Even if you’ve written the perfect title tag, Google might rewrite it using your H1 tag, anchor text, or on-page content—especially if:
The original title is too long or too short
It's overly optimised or misleading
The page content doesn’t align with the title
How to check:
Search for your page’s primary keyword on Google
Compare the displayed title to your actual <title> tag
Take note if Google is consistently rewriting it
Fixes include:
Making sure the H1 and title tag are closely aligned
Ensuring the title matches the page content and intent
Avoiding repetition, fluff, or unnecessary branding
Pro Tip: Create a Title Tag Testing Workflow
Audit your existing title tags monthly
Prioritise pages with low CTR or declining performance
Test updated titles one at a time
Track changes in a spreadsheet
Optimise again based on data
This iterative process helps you continuously improve CTR, user engagement, and rankings.
Title Tag Optimisation and Google’s Title Rewriting
In 2021, Google started rewriting more title tags—often pulling from H1s or anchor text if the original title is:
Overly long
Vague or repetitive
Keyword-stuffed
How to Minimise Rewrites:
Make your title tag and H1 similar but not identical
Write clear, relevant titles with accurate page summaries
Avoid filler words or duplicate phrases
Conclusion
Title tag optimisation is one of the easiest and most impactful ways to improve your SEO. It boosts your visibility and encourages more clicks—all without touching your content.
Key takeaways:
Use keywords strategically
Keep it concise and engaging
Avoid duplicates and generic phrasing
Test and optimise over time
FAQs
What is the ideal length for a title tag?
Aim for 50–60 characters or ~600 pixels to avoid truncation in SERPs.
Should I include my brand name in every title tag?
How often should I update title tags?
Will Google always show my title tag?
