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Website page titles might be one of the most overlooked thing on websites. But, if you are already asking what is the page title of a website, that’s a good place to start – the definition. But the TLDR here is: Your page titles should be optimized for search rankings, book market preview and really any other navigation or link sharing where they are used as a preview.
What is the page title of a website? The basics you need to know
Think of a website title as your content’s digital handshake. It’s that piece of text that appears in three key places:
- as the clickable headline in search results
- at the top of your browser tabs
- the default text when someone bookmarks your page.
In technical terms, it’s also called a title tag in HTML, but don’t let that intimidate you – it’s simply the text that tells both people and search engines what your page is about.
For example, let’s take the homepage. Many set that page tag to:
Home – Christoph Trappe
BUT that’s not super descriptive and this would be better:
Content Strategy Insights | Marketing Performance Tactics – Christoph Trappe
I learned this lesson early in my content strategy work. A client once had great content but terrible titles. Their click-through rates were abysmal. After we revamped their titles to better reflect the value of their content, their traffic increased significantly. It really showed me how these small pieces of text can make or break your content’s success.
What makes a good website page title?
Here’s what I’ve found makes the difference between titles that get ignored and titles that drive clicks.
First, clarity beats cleverness every time. When I create content for my podcast, “The Business Storytelling Show,” I make sure each episode title clearly communicates what value listeners will get. Instead of cute or clever titles, I focus on being direct about the content’s benefit.
Length matters more than you might think. Keep your titles under 60 characters if possible. Search engines typically cut off anything longer, and you don’t want your main message getting lost in those dreaded ellipses (…). This isn’t always easy – I often find myself having to be creative to fit everything important within that limit while still making sense.
Include your primary keyword naturally, but don’t force it. For example, if you’re writing about content marketing strategies, don’t just stuff “content marketing” multiple times into your title. Instead, think about how you can incorporate it naturally while still making the title engaging and readable.
Make it specific and valuable. Instead of “Tips for Content Creation,” try something like “7 Content Creation Strategies That Doubled Traffic.” The number and the specific benefit make it much more compelling.
Match the search intent of your audience. Are they looking for basic information? Step-by-step instructions? A comparison? This shapes how you’ll structure your title. If someone’s searching for “what is content marketing,” they want an educational resource, while someone searching for “best content marketing agency” is likely looking to hire. Use a tool like SEO Wind to do the research.
Tools that make title creation easier
Start with keyword research and then use a tool to optimize the title of your website pages.
If you’re using WordPress like I do, the Yoast SEO plugin is invaluable. It’s like having an SEO expert looking over your shoulder as you write, showing you exactly how your title will appear in search results and giving you real-time feedback. I particularly appreciate how it helps me avoid common pitfalls like titles that are too long or missing key elements.
A newer tool is Koala’s AI-powered SEO Title Generator. It takes basic ideas and transforms them into more engaging titles. For instance, a simple “Tips for baking” becomes “10 Essential Tips for Baking Like a Professional Chef.” It’s free, straightforward to use, and saves significant time in the brainstorming process.
Some examples of how it can transform basic titles:
- A simple “Making candles at home” becomes “Step-by-Step Guide to Making Beautiful Candles at Home”
- “Running shoes review” turns into “2025 Ultimate Review: The Best Running Shoes for Every Athlete”
These transformations might seem subtle, but they make a huge difference in getting clicks and engaging readers.
Read next: How to self edit your writing
Mistakes I see all the time
I see the same title mistakes coming up again and again. One common issue is using the same title across different pages.For example, “Company Name – Products” as the title for every single product page. Not surprisingly, their search visibility was terrible.
Another frequent mistake is trying to be too clever. While puns and wordplay might work great for print headlines, they often fall flat in search results where people are scanning quickly for relevant information.
The worst offense? Clickbait titles that promise more than the content delivers. Sure, you might get the initial click, but you’ll lose readers’ trust – and they won’t come back.
Read next: (AI Fail) How to turn off auto reply for Instagram?
My testing approach
I’m a big believer in the next-play mentality – constantly testing and refining based on what actually works. Create several variations of important titles and test them systematically. Implement one version, track its performance for at least two weeks, then try another variation. This approach has consistently helped improve both traffic and engagement.
Google Search Console helps me with my title optimization. It shows exactly which queries are bringing people to your pages, which helps inform better title choices. I often look at this data to understand what’s working and what needs improvement.
For example, I once noticed that one of my articles was getting impressions for queries I hadn’t even considered. By adjusting the title to better match these search terms while maintaining clarity, we saw a significant increase in click-through rates.
If you’re just getting started with optimizing your titles, here’s my advice: begin with your most important pages. Look at your analytics to find pages that get decent traffic but have lower-than-expected click-through rates. These are often the best opportunities for improvement.
Use tools like the Yoast SEO plugin to ensure your basics are covered. Try Koala’s title generator to explore different ways of framing content. Always keep your titles clear and focused on the value you’re providing to readers.
With the right approach and tools, creating effective titles doesn’t have to be complicated. Focus on clarity, match your readers’ intent, and test systematically to see what works best for your audience.
Sometimes the smallest details make the biggest difference. And your website titles are definitely one of those details worth getting right.