The 'title tag' is the element of a web page that summarises the content found on a page. It will appear in search engine results pages.

There’s one important thing to keep in mind. Search engines expect a titles tag to include relevant keywords and phrases that describe what that page is about. These title tags are a great opportunity to attract prospects to click through to your website so make sure it gives an accurate, concise and compelling summary of what that page is about.

  • Title must be highly relevant to the content found on that specific page.
  • Place important keywords and phrases close to the front of the title tag so they catch the eye.
  • Place the name of your company at the end of the title tag, or leave it off altogether.
  • Include a geographical reference e.g. Auckland.
  • Avoid duplication. Each page will have a different topic so it needs to have a unique title.
  • Keep it no more than 70 characters. If you write a title that’s longer than that, it’ll get cut off, showing an ellipsis “….”.

While title tags don’t play a direct role in helping your site rank in search engines, they are critical for getting users to click through to your website. So don’t ignore them as they’re the element standing between a search result and a visitor.