When a user does a search for a keyword or phrase, the search engine combs through websites looking for the most relevant content related to that query. One of the most important pieces of information the search engine looks at to make that decision is a webpage’s title tag.
What’s Your Site About?
The title tag tells the search engine and the user what your page is all about. The title tag is like the title of the chapter of a book. A well-written title tag can help your website rank high in the search engine results pages (SERPs) and entice a user to click on the link and explore your site.
Try to Adhere to Google’s 50-60 Characters for Title Tags
Google usually displays the first 50 to 60 characters in a title tag. If you make your tags 55 characters or less (including spaces), users should be able to see most or all of the tag. If your title tag is longer, it can be truncated with an ellipsis (…). Search engines may also rewrite your title tag to match your brand or the query the user has typed.
Include the Most Important Keywords
If your title tag contains keywords that a user has searched for, the search engine will highlight the keywords when it displays the title tag. This will improve your click-through rate.
A title tag should include the most important keywords that are relevant to the content on that specific page. You can decide which keywords and phrases to target by conducting keyword research.
Your most important keywords should be at the beginning of the title tag. Less important keywords should be at the end. Use pipes (|) to separate important keywords and phrases. Do not use any other punctuation, such as commas, underscores, or dashes, unless the keyword is normally written with that punctuation.
Branding, Branding, Branding
If the name of your company is not included in the keyword, you can put it at the end of the title tag for branding purposes. However, if the brand is one of the most important terms, you can include it at the beginning of the tag. You do not necessarily need to have the name of your company in the title tag.
Do not stuff your title tags with keywords. This can earn you a Google penalty. For example, if your company sells balls in several colors, do not write Blue Balls | Red Balls | Yellow Balls | Toys.com. Instead, write Blue Red & Yellow Balls | Toys.com. If you are including more than one version of a product, connect them with an ampersand (&) to avoid confusing Google.