The HTML title is a mandatory element in the HTML header and the most important heading on your web pages. It appears in search engine results and is considered a factor for SEO ranking. Good HTML titles should accurately represent the page they are created for and adhere to length and content requirements.

What is the HTML <title> tag?

The HTML <title> tag is used to define the HTML title of a web page. It’s always located in the head section of an HTML document and ideally summarises the core message or main theme of the page. Although the HTML tag for page titles is not a traditional meta tag, it is often categorised among meta information because of its SEO relevance and location in the <head> section.

The title is the first point of contact with your website for both search engines and visitors coming to your site through search results. The more concise and interesting the HTML title is, the more incentive users have to click, making this tag highly advantageous for your search engine ranking. With an effective title, you can optimise SEO content, increase your reach and improve brand building.

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Key functions of the HTML <title> tag

The HTML title is crucial and serves several purposes, including:

  • Page description: The HTML title is one of the first points of contact between your website, search engines and users. It appears as the clickable link in search results and provides initial clues about the content and purpose of your page.
  • SEO ranking: The more expressive and concise the title is, the more likely it will generate clicks. For this reason, the title should summarise the key points of your website and align with possible search intentions. Optimised HTML titles improve the visibility and ranking of your page in search results. Check out our SEO guide for small businesses for more information.
  • Navigation: The HTML title is displayed in browser tabs and helps users navigate and organise their web activity. If saved as a favourite, it will also appear as the title of the browser’s bookmarks.
  • Social media: When links to your page are shared on social media, the title serves as a brief description of your website. Therefore, it should be short and descriptive.
  • Brand identity and reach: Appealing HTML titles enhance brand identity and brand awareness. Adding your company name to the HTML title can help with this. A page that provides value to users should not only meet search intent and encourage clicks but also boost the way your company is received.
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What is the syntax of the HTML <title> tag?

To define the title of a web page for SEO purposes, start with an opening <title> tag. Then , add the title and a closing </title> tag. The basic syntax of HTML <title> is:

<title>This is the HTML title</title>
html

The HTML title must always be placed within the <head> element, where it forms part of the metadata. The following example shows how to embed it in the head section:

<!DOCTYPE html> 
<html>
<head>
<title>This is the HTML title</title>
</head>
html
Note

The <head> element contains lots of other important metadata such as meta description, character encoding, keywords, robots and viewport settings.

How to optimise your HTML title

An effective HTML title should generate clicks, concisely reflect page content and fulfil formatting requirements. The following tips can help you to create an optimised HTML title:

  • Optimal length: HTML titles should be fully displayed in search results (SERPs). As such, brevity and precision are key. The recommended length for an optimal title is 50 to 60 characters. Following this guideline prevents search engines from cutting off the title. It should also not be too short, as search engines might struggle to interpret the relevance of your page.
  • Avoid duplicate content and redundancy: Each page should have a unique title. Avoid generic <title> tags or duplications to clearly and uniquely describe the content on the corresponding page.
  • Keywords: Relevant keywords that match search intentions and page content should appear at the beginning of the title, a technique known as front-loading. However, it’s important to avoid keyword stuffing.
  • Special characters: Unnecessary special characters should be avoided in HTML titles. While special characters like ticks or arrows can emphasise a call to action in the meta description, inappropriate symbols in the title can hinder readability and credibility.
  • Check your title: Use tools like the SERP Snippet Generator to ensure your title meets all guidelines.
Tip

Want to learn more about the basics of HTML? Check out our comprehensive HTML beginner’s tutorial.

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