Meta Tags

Page Title Tag

The page title tag is the single most important on-page SEO element on your website. It tells search engines what your page is about and appears as the clickable blue headline in Google search results.

What Is a Page Title Tag?

The <title> tag is an HTML element placed inside the <head> section of your page. It defines the title of the document and serves three key purposes:

  • It appears as the clickable headline in Google search results (SERPs)
  • It shows in your browser tab when the page is open
  • It is used when someone bookmarks your page
<head>
  <title>Buy Handmade Candles Online | Wax & Wick Co</title>
</head>

Why It Matters for SEO

Google uses your title tag as a primary signal to understand the topic of your page. It is one of the strongest on-page ranking factors available. A well-written title tag can significantly improve your click-through rate (CTR) from search results — even if your ranking stays the same, more people clicking means more traffic.

Google may rewrite your title if it considers it misleading, too long, or stuffed with keywords. Writing a clear, relevant title reduces the chance of this happening.

Ideal Title Tag Length

Google typically displays the first 50–60 characters of a title tag. Anything beyond that is truncated with an ellipsis. Aim for this range to ensure your full title is visible in search results.

Good example (54 chars): "Handmade Soy Candles UK — Free Delivery Over £30"
Too long (72 chars): "Buy the Best Handmade Soy Wax Candles in the UK with Free Delivery Available"

How to Write a Good Title Tag

  • Include your primary keyword — ideally within the first 50 characters
  • Be specific and descriptive — tell the user exactly what the page contains
  • Add your brand name — typically appended at the end with a separator (| or —)
  • Match search intent — if someone searches "best running shoes", your title should directly address that
  • Make each title unique — every page on your site should have a different title

Common Mistakes to Avoid

  • Missing title tag — Google will generate one from your page content, often poorly
  • Duplicate titles — confuses search engines about which page to rank
  • Keyword stuffing — e.g. "Cheap Candles Candles UK Buy Candles Online" looks spammy
  • Too vague — "Home" or "Page 1" gives Google no useful information
  • Too long — truncated titles lose impact in search results

How to Fix a Missing or Poor Title Tag

Add or update the <title> tag inside the <head> of your HTML. If you use a CMS:

  • WordPress: Install an SEO plugin such as Yoast SEO or Rank Math. Edit the title in the SEO panel on each page.
  • Shopify: Go to Online Store → Pages/Products → click Edit website SEO at the bottom.
  • Wix / Squarespace: Each page has an SEO settings panel where you can set the title.
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