Title Tags: How to Optimise Them for Both Google and Clicks

The title tag is the single most important on-page SEO element. It tells Google what your page is about and appears as the blue clickable headline in search results. A well-optimised title tag improves both your ranking for the target keyword and your click-through rate from the results page.

The fundamentals

Length: keep title tags between 50 and 60 characters. Google truncates anything longer in most desktop results. Shorter titles waste click potential. Keyword placement: include the primary keyword near the beginning of the title. Brand inclusion: for most pages, add the brand name at the end separated by a pipe or dash. Example: "Keyword Research Guide for Beginners | The Haan". Uniqueness: every page needs a unique title tag. Duplicate titles confuse Google about which page to rank for a given keyword.

Title tag formulas that work

[Primary Keyword]: [Specific Benefit or Promise] | [Brand]. Works well for: informational guides and how-to content. [Number] [Primary Keyword] [Outcome] | [Brand]. Works well for: list articles, tool roundups, strategy guides. How to [Primary Keyword] [Year] | [Brand]. Works well for: step-by-step guides, tutorials. Best [Product/Service Category] [Year] | [Brand]. Works well for: comparison and review pages.

Common mistakes

Keyword stuffing: repeating the keyword multiple times or cramming multiple keywords into the title. Google recognises this as manipulative and it reduces CTR. Missing keyword: the title does not include the word or phrase you are trying to rank for. Generic titles: "Home", "Services", "About Us" - these tell Google and searchers nothing about the page content. Too long: titles exceeding 60 characters get truncated with an ellipsis in most display contexts, breaking the intended message.

Does Google rewrite title tags?

Yes, Google rewrites title tags in over 50% of cases. This typically happens when the provided title is: too long, too short, keyword-stuffed, not representative of the page content, or when another element (like the H1) is a better match for the search query. To minimise rewrites: write accurate, concise titles that match the page content, include the target keyword, and keep within 60 characters.