The title is the most important of the meta tags from an SEO point of view. It provides a condensed showcase of a website in search results. However, a well-chosen title is not only a way to increase the click-through rate of a link on search engine pages. It is also one of the factors that robots take into account when determining a website’s position for a given keyword.

How the title tag works in the context of SEO

In the context of SEO, the title tag plays an important role as it affects the visibility of a page in search results. Search engines, such as Google, use the title tag to index pages and also as the main criterion for evaluating their content. A title that contains keywords can help improve a page’s position in search results.

The optimum length for a title tag is around 60 characters, as this is the number of characters that are typically displayed by search engines. Longer title tags may be clipped, which can affect a page’s attractiveness in search results. In addition, it is important to maintain the readability of the title tag by avoiding excessive use of keywords or special characters.

Effective title tags should be unique, contain keywords that are relevant to the content of the page and be attractive to users. In addition, avoid duplicate title tags and use language that is understandable to the target audience.

In summary, when optimising page titles, consider:

  • length – if they are too long, they will not be displayed in their full wording;
  • concreteness – they should lead to the content they point to;
  • uniqueness – each sub-page should have its own unique title;
  • keywords – it is good if they include them.

There is no single recipe for creating perfect titles. What they should look like may depend not only on the above factors, but also, for example, on the client’s preferences or the specific industry.

Common mistakes and how to avoid them

Common mistakes in title tags include overly long tags, missing keywords, duplicate tags and over-optimisation. To avoid these mistakes, keep an eye on the length of tags, focus on relevant keywords, avoid duplication and ensure readability.

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