How to Create a Good SEO Title

This article will show you how to create a title tag that is both SEO friendly and will help improve your organic results conversion rate.


The title tag is an HTML element which helps to tell visitors and search engines what the primary topic of a web page is. Search engines use it in the following areas:

  • The tab bar in a browser
  • Provides a name for the page when added to bookmarks
  • Shows a title for the page within search engine results

The title tag is located in the HEAD tag of a web page, e.g:


  <title>This is an example of a title tag</title>



Search engines will only display the first 40-50 characters, so it is essential to keep your title tag length within these parameters.

The actual amount of characters shown will vary depending on factors such as:

  • The size of the screen.
  • Amount of space available.

If your title tag is too long, it might get truncated as you can see in the image below:


The title tag element is dynamic in Google’s search results, and they will often change it depending on the search query.

However, in the majority of cases, they will use what you have provided, which is why it so essential to make it perfect!


The title tag holds a large amount of weight when it comes to on-page SEO ranking factors.

It is one of the first things a user will see in the search results and is therefore very important.

If your web page has a low organic click-through rate, it will affect the bounce rate of your web page, which will also impact your SEO.

Organic Click Through Rate (OCTR)

The organic click-through rate is the percentage of times a page is displayed in the organic search results and clicked on.

If a web page has a high OCTR, relative to others, it may tell Google that your web page is superior and may rank you higher accordingly.


There is a myriad of possibilities when it comes to creating your title tag.

You can use a combination of letters, numbers, special characters and even images.

Your primary purpose is to create a title tag which will achieve the highest number of clicks.

The following are three main options you could use:


This style is very rarely ever displayed on page one.

It could give the perception that it is spam, and therefore, people will automatically ignore it.

Sentence Case

Capitalising the first letter of every word. It can draw attention to words with no value such as” it” and “to”- ¬†Therefore, you shouldn’t use it.

Title Case

Capitalising the first letter of all the important words is the most popular style amongst all page one results.

It is a good combination of pointing out what is essential by using capital letters as appropriate.

However, it does not give the perception of being spammy by being over the top about it.

To make your title more appealing, here are a few ideas you can also try:

FREE“: Who doesn’t like free things?

Complete Guide“: People will be confident they won’t have to go elsewhere.

(Complete Guide)“: Words within brackets helps draw attention and is not considered spammy.

Special Characters, Symbols & Images

In an attempt to stand out and draw more attention, you could add a combination of special characters, symbols and images.

The results are relatively mixed in regards to how well this will improve your web pages performance.

People may associate this style with being spammy or low quality which may cause users to ignore your listing.

The best results come from only using one either at the very start or end of the title tag.

This style will help to draw user attention without turning it away.

Keyword Separator

You will usually be able to fit multiple keywords within the title tag, and without using a separator, this could appear spammy.

It would be best if you used either a pipe “|” or hyphen “-“symbols.

To introduce a topic, you should use a colon:


If Google has decided to place your web page in front of a user’s search results, you should take full advantage of it.

Make it clear what your page is offering but also don’t make it boring.

Add a punchy zest to it which connects with users and makes them want to click on your result.

It would be best if you did keyword research so that you know what keywords others are searching.

You will then be able to make an informed decision for which keywords to target.

Keyword Research

One of the best tools to use to conduct keyword research is Google Keyword Planner.

However, you will require an active Google Ads account.

If this is not an option for you, you can also use a free list of keyword research tools.

Keyword Selection

It might seem an obvious choice to go for keywords which have the highest search volume.

However, if everyone else is targeting those keywords, it will be harder for you to rank.

You should also review your competition, especially if you are up against competitors such as Bloomberg and Entrepreneur.

Ideally, you want to try and find gaps by not targeting the same keywords as everyone else but still have a good search volume.


When deciding whether or not to include your company name, you should evaluate if it will have any real value to the customer.

Household names such as McDonald’s are well known and are therefore valuable.

In most cases, small business names are not a household name and will not have much value.

Therefore, you shouldn’t use valuable space within your title tag for a business name with no brand awareness.

It would be more beneficial targeting keywords people are searching.


Every page of your website should have a unique title tag.

If you are finding the same title tag applies to multiple pages, then you should consider combining those pages into one.

You don’t want search engines to be unsure about which page to display for a given search query.

Keyword Targeting

If you are targeting a specific word, there is no reason to repeat that same word.

Use the available space to target as many keywords as you can. For example:


<title>Plumber | Plumber | Plumber | Plumber</title>


<title>Plumber | Residential & Commercial | Emergency</title>

Using “AND”

The word AND has no real value and will take up unnecessary space in your title tag.

Therefore, try to avoid using it and if you must, use the & symbol instead.


If you don’t have a title tag on your page, Google will create one for you.

They will usually use content already on the page. In itself, this is not horrible, but it is best practice to create one yourself.


The title tag is a crucial part of on-page SEO, and therefore, it is critical to take the time to do it correctly.

Focus on being concise and making it appealing to help maximise its organic click-through rate.

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