It is the element in the HTML head. Browsers use it for the tab label. Search engines often use it as the clickable title link in results.

Can you give me an example of a title tag?

Yes. For a pricing page: Pricing and plans | YourProduct . Place it once per page in the head. Keep it unique across your site.

How long should my title tag be?

Aim for about 60 characters. Google measures in pixels and can still shorten or rewrite, so write a concise first clause that stands on its own.

What is the difference between a heading tag and a title tag?

The title tag sits in the head and names the page for browsers and search. Headings like H1 and H2 are in the body and structure the content. Google may use the H1 when it rewrites weak titles.

Why did Google change my title?

Titles get changed when they are missing, duplicated, vague, or stuffed, or when another on page text matches the query better. Improve clarity and alignment with the page and the query, and the original is more likely to show.

Should I include my brand in the title?

Often, yes, at the end, if space allows. On the home page, the brand can lead. On other pages, lead with the topic, then add “| Brand” at the end.

Title tag

A title tag is the HTML element that names a page, shown as the blue link in Google. On a small site, it decides many clicks. Here is how to set it, read it, and avoid rewrites.

By Théophile Louvart, founder of Porteur · Updated 13 September 2026 · Markdown

What it is and why it matters

The title tag is the <title> element in the <head> of an HTML page. Browsers use it for the tab label. Google often uses it as the title link in results.

On a small site, the title sets first impressions and drives click through. It also tells Google what the page is about, so it affects which queries you reach.

Every indexable page needs one unique, specific title. Do not leave the default from your CMS. Do not use your brand alone across the site.

What Google shows and rewrites

Google can change your title. It may use the H1, anchor text from links, or other on page text when your title is missing, duplicated, vague, or stuffed. It can also vary by query.

Aim for a title that matches the page and the search intent. If your H1 says “Invoice template for freelancers” but your title says “Home”, expect a rewrite. Align them without copying verbatim every time.

How long and what to include

Keep titles to about 60 characters so they are less likely to be cut. Google measures in pixels and may still shorten or rewrite long or weak titles.

Put the primary topic first: the query or problem the page solves.
Add a qualifier: audience, use case, or format, if space remains.
Optionally add your brand at the end, separated by a vertical bar or a colon.
Use plain words. Avoid clickbait, dates that will age, and emoji.

Examples that work for a product site:

/ pricing: “Pricing and plans | YourProduct”
/ guides/getting-started: “Getting started guide: set up in 10 minutes | Docs”
/ features/calendar: “Calendar app for contractors | YourProduct”
A post: “How to import CSV data to invoices | Guide”

A weak title: “Home | YourProduct YourProduct YourProduct”. A fixed title: “Time tracking for agencies | YourProduct”.

How to check, measure, and fix

See what Google shows
Search your brand and key queries. Compare the title link to your <title>. Note any truncation or rewrites.
Audit your tags
Open a page, view source, and find <title>. Crawl your site with your favourite crawler to export titles and find blanks or duplicates.
Find pages that need work
In Search Console, open Performance. Filter by Page. Sort by impressions, then find low CTR pages. These are your priority for clearer titles.
Rewrite and ship
Change the title in your CMS template or page settings. Keep about 60 characters, lead with the topic, add brand last if space.
Recheck in search
After indexing, search again. Check if Google now uses your title and if clicks improve over the next 28 days.

Traps to avoid

Stuffing keywords or city lists. This invites rewrites and can hurt trust.
Using the same brand first format on every page. You bury the topic.
Letting CMS templates overwrite page specific titles. Test a sample of pages.
Mismatch between H1 and title. Keep them aligned but not clones.
Paginated and filter pages. Avoid near duplicate titles like “Shoes | Page 2”.
Copying titles from rivals. Your site, use case, and language are different.

Questions

Sources

Check my site, free

Get a quick read on your titles: run the free check from your URL and see how your pages appear for your searches and rivals in about thirty seconds, with three findings.

Free check, no card
Read-only, your own accounts
Readable by your agent